Call to what?
Call to actions are an extremely important part of any website looking to engage, keep people on and prompt some kind of action
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The list goes on and on and call to actions come in all shapes, sizes, colours and tones, but the question that I am always asked is what call to actions work best and where should they be placed on a website?
The answer to this is not a straight forward one and often we require trial and error to establish what works best for a specific audience, dynamic screen size and industry.
The idea for this blog was sparked by a new client who design and install high quality fitted bedroom wardrobes. During our meeting they queried whether the call to action 'book a survey' is too aggressive when positioned in the centre of their home page banner. Basically front and centre and the very first thing that people see when they land on the website.
My personal opinion is that the call to action in question is not too aggressive, and here is why. If I landed on this website having searched for 'fitted bedroom wardrobes in Colchester', I would have probably already done my research and therefore I would be a long way down line in terms of the buying process. I would be ready to take the next step with a face to face survey from a local person.
When I had my original brain wave thinking that my bedroom needed some extra storage space I would initially do a general search like 'fitted bedroom wardrobes' and then I would head towards the images to get some inspiration. I would probably screen shot a few and then get distracted by a ping or an alert and forget about the idea for a week or so.
During this time I might be bombarded with re marketing adverts displaying special offers from national suppliers (you know the game) and eventually I would come back to the idea, having shown my partner the saved pictures.
I might then search something like 'what is the cost to fit bedroom wardrobes', at this point I would probably click a few links and read up on the subject a little more.
Once again the clothes and shoes pile up on the bedroom floor for a couple of weeks and then eventually (when I have justified the cost and benefits), I decide that it is time to get a quote. That is when I search for 'bedroom wardrobes in my town' or 'bedroom wardrobe fitters near me' and that is why we need to make sure that a bold call to action is centre stage!
Of course that’s my basic search journey and we need to remember that everyone searches and researches differently according to time lines and using different media. Some may head to YouTube, some will head to social media, some people will land on the website, bypass the call to action and want to read some reviews before they commit, they may go away and come back.
So the jury is still out on this one as the website is only week old. The important thing is to test and if we need to adjust or re think we will because that’s the beauty and benefit of partnering with a digital consultant to help you to develop and manage your website.
If you are not sure where to place your call to actions, feel free to Book a Discovery Zoom Call, and we would be happy to help. See what I did there?!
Tagged as: Call To Actions
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