2 Mistakes Most Brands Make with their ‘Call To Action’
IMPORTANCE OF CALL TO ACTION ON YOUR WEBSITE
Let’s talk about calls to action. We’re going to talk about something you might think is obvious or simple that it’s easy to think you’ve got it right but let me share with you this simple example.
There is a bus hire website here in Sydney.
When we made these two small changes, their conversion rate went up four times. In order words, they got four times the number of quote inquiries coming to their organization compared to the website they had prior.
This isn’t a super flashy or overly fancy design website; it is a simple, clean, clear website but the main shift or the main uplift in results came from these two tips in terms of the direct call to action:
- Clear and simple
Is your direct call to action clear and simple?
“Get an instant quote” is unambiguous. It’s very clear.
When somebody clicks on this call to action, it’s obvious what we’re asking them to do. The small tweak we made here is we changed the system. Instead of saying, get a quote, we put “Get an instant quote.” That one word had a dramatic effect on conversion.
It’s about understanding where your customer is in that journey and how your customer right now is looking at your website as another bus hire website. They are looking for the thing that nudges them from that exploration and consideration phase of their marketing journey into buying your product.
“Get an instant quote” when all your competitors say “get a quote”is far more appealing. It’s about understanding what your consumer is looking for when they are on your website.
Is There a Repetition
If you have a look, there is a “get an instant quote” up on the top right-hand corner, which is repeated above before you even start scrolling. It’s super obvious what we’re asking this consumer to do, what we want them to do, and where we’re guiding them.
We’ve repeated the direct call to action six times on the homepage alone.
People need to see the information multiple times in order for their brain to process it.
I know this sounds simple but make these small changes, and you’ll see a big result, a big uplift in your conversion rate. If you need help creating a website that does the selling for you, schedule a call now!
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