Some images are more powerful than others. When you see an image of Uncle Sam pointing his finger like the one to the left, you know instantly what his “call to action” is. Your website, assuming you use it for driving sales to your company, should strive to do the same.
My next homework assignment actually gives me a great opportunity to present a quick peak into ways I can help a new client. The class I just watched online was Calls to Action and Landing Page Best Practices.
Unfortunately for my case study/client, they provide an excellent example of what not to do on a website if the goal is to convert visitors into leads. The Call To Action (CTA) I am referring to for this case study is a “Contact Us” box. Below are mistakes I found (that you may also be doing) and what can easily be done to improve the conversion results dramatically:
- The CTA is almost “below the fold,” meaning that depending on your browser settings, a user may have to scroll down on the website in order to even see it. A CTA should always be “above the fold” and easily found so the first step would be to move the CTA closer to the top of the web page.
- The “Contact Us” box is unappealing and is located right under the Contact Us link from the list that appears on the left hand side of each web page. Why is it needed? Confusion is not good when it comes to website appearance. Both the link and the CTA go to the same landing page.
- Instead of the entire box being clickable, only the link at the bottom of the box that says “Contact Us Online” is a hot link. I would make the entire box a hot link. I don’t know why, but I hate moving my mouse around trying to find which area is the clickable one. P.S. Even worse is never finding it or finding out it is a broken link!
- Other than to contact the business online, the CTA doesn’t convey to the user what the value is for filling out the form. The “Contact Us” box could be enhanced by wording such as “Contact us for a tour of our facility” or “Contact us to book an event.” Those follow throughs are more likely to result in leads.
- If there were more specific CTA statements, the landing page could be customized so as to increase the likelihood that the user will fill out the form.
- A generic “send” button is at the bottom of the form. Again, if there were more specific CTA statements like “Contact us to book an event,” the “send” button could be changed to “Contact Me!” That also transfers power back to the user.
- This is bad. Once a user clicks the “Send” button, a new landing page appears that says (after the generic thank you statement), “If for some reason we do not respond within 24-48 hours, please call us at… or e-mail us at…” What? Why would a user wait for a response on an interest they have expressed? Do they want my business or not? And if the user wanted to call or e-mail for information, they would have done so in the first place. The user is also not directed to where they should go next. Don’t give them the option to just leave.