Browse your Web site as though you're a
potential customer. Do you feel like you're wandering aimlessly,
or do you have a clear sense of how to navigate the site? The
difference can mean generating sales and/or gaining a valued
customer, or never hearing from the visitor again.
Web designers
and developers must learn how to convert casual Web browsers into
loyal and frequent customers. The easiest way to encourage a
window shopper to become a customer is to get the user to perform
an action that you design. These specifically designed actions are
known as call-to-action statements.
Call-to-action
statements are designed to provide value to the Web site owner, as
well as to the visitor. Types of actions may include:
- Filling out a form for more
information
- Adding an item to a shopping cart
- Subscribing to a newsletter
- Requesting a demo
Design easy,
effective call-to-actions
A
call-to-action is only effective if the user believes that the
value they'll receive is greater than the effort they must exert
to get it. In other words, don't make users work hard to act on
your call-to-action statements.
In addition,
most designers need to do a better job designing their
call-to-action statements to monetize as many customers as
possible. Here are a few ways to maximize the potential benefits
of your call-to-action statements:
- Use
optimal space: Place call-to-action statements "above
the fold" for lowest resolution. Typically, for 800x600,
you wouldn't place it below 400 pixels. Also, call-to-action
statements should appear in a prominent location next to, if
not within, your main Web site message. The point of your
call-to-action statement is to get visitors to notice and use
it; therefore, it doesn't make any sense to hide or virtually
bury the feature. Take a cue from supermarkets: They put their
most popular items in places where shoppers are most likely to
notice them. Supermarkets spend millions of dollars each year
determining where to put products in their stores because they
realize that the right placement and strategy can mean a big
difference in sales.
- Interlink
the action: Hyperlink words, phrases, and even paragraphs
within your Web site that logically lead to your
call-to-action statements. For instance, if a passage on your
site is talking about security, link to your security products
page.
- Don't go overboard: Concentrate
on one action statement per page so visitors focus on one
action at a time.
- Speak up and be clear: Be up
front about what the user needs to do, whether that means
clicking a link or entering their e-mail address. Don't assume
users know what you want them to do.
One advantage
Web designers have is that you can control a user's online
experience (to a certain extent) via a Web browser. Leverage this
knowledge in order to design a page with call-to-action statements
that fit within the visitor's comfort level. Both your company and
the user will benefit.
