On thing every web page needs is a Call to Action – something which leads the visitor to take the next step. Whether it’s making a purchase, requesting a brochure or picking up the phone, make sure you make it easy for people. Here are some real examples of great calls to action from a range of different businesses.
Use of colour – ASOS
A big ecommerce success, asos have opted to use a minimalist, monochrome design with only the products themselves and the call to action in colour. This immediately draws your eye to the “Add to Bag” button.
Just the Call to Action – Constant Contact
There is basically only one thing Constant Contact want you to do when you land on their home page, so they’ve pretty much eliminated everything except the Call to Action. It’s big and it’s bold and you can’t miss it.
Get creative to stay within the rules – Marmite and Innocent on Facebook
You are not allowed to have Calls to Action in your Facebook page cover photo (along with a lots of other things you probably want). So you need to get your Calls to Action into your Timeline apps. (These are the boxes which appear just below the Like button on the page header).
This page from Marmite uses the cover photo to draw attention to the app in a way that falls just short of being a Call to Action.
Innocent take a similar approach with their cover photo, this time referring to a post pinned to the top of their timeline. They also use a timeline app with the simple caption “Win Stuff” to get visitors engaged with the brand. Sadly, when I clicked this all competitions were closed, which just goes to show that even the coolest brands can’t always keep up to date with their Facebook marketing.
Making a choice – National Trust
Sometimes it can be hard to choose what your call to action will be. And the temptation can be to have several on the same web page. But you’ll probably get best results if you choose one and highlight it.
The National Trust have done this, deciding that getting people to their properties is more important than signing up new members, sending people to their shop or collecting donations. These options are still shown so that people looking for these can easily find them, but they are not highlighted in the same way.
Taking the next step from reading a blog – Hubspot
It can be difficult to move readers on from a blog post – it’s quite usual for blog pages to have a much higher bounce rate than the rest of the site. People are attracted to a particular article, read it and then go back to what they were doing.
So the best place to put a Call to Action is generally at the end of the blog post. If the subject of the article relates directly to one of your products or services then you can promote this, otherwise it’s a good place to encourage email newsletter sign-ups (you’ll find one at the bottom of this post!).
Hubspot go a step further and use variable Call to Actions – their software allows them to change the Call to Action shown according to the website visitor’s relationship with them. A first time visitor will see something different to a Hubspot client.
I’m not sure I agree with putting a secondary action box after the main one – but Hubspot are hugely successful in their field so I won’t argue with them!
Have you seen any more great examples? Let me know in the comments box (after my Call to Action!).