With any web page you should have a clear idea of what you want the customer to do next. Potential customers need to be led to take the next step and you can show them the way using a prominent Call to Action.
But so many websites get this wrong and end up either confusing the visitor or leaving them unsure of the next step.
Here are the 5 most common mistakes businesses make:
Not having a Call to Action
Many websites are just bland, factual pages – and chances are the action most visitors will take is to leave. Whether it’s making a purchase, giving you a call or signing up to your newsletter, guide your visitors in the direction you’d like them to take.
Having too many
Don’t bamboozle visitors with lots of Calls to Action. Stick to one clearly signposted action per web page.
It’s important not to confuse calls to action with navigation – it should still be easy for customers to find what they want. Not every visitor will be ready to take the next step.
Having the same one on every page
Make sure you adapt your calls to action for each web page and/or stage of the buying process.
For example, it’s probably not appropriate to flash a big “Buy Now” button at people who arrive via one of your blog articles – asking them to subscribe to updates gets the relationship started. Once they have landed on your product pages, however, make sure purchasing is very easy.
Highlighting the wrong call to action
This often happens by accident. If you haven’t created a specific call to action, it’s quite possible there is one on your page – it just may not be the action you really want your customers to take.
The most common example I see is Social Media links which are too prominent. Which would you prefer website visitors to do: Like your Facebook page or Shop Now?
Hiding it away
Ever been trying to buy online and struggled to find the Checkout button? Or want to talk to someone but can’t find the phone number? Too many websites have their key action items tucked away in a tiny font or buried under 3 pages of navigation.
Make sure yours are clear and easily found.
For more on Calls to Action check out this article highlighting 5 businesses who are getting it right.