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Creating Effective Calls to Action!

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A compelling call-to-action, one that motivates people to do business with you, is critical element in having a website that converts casual visitors into paying customers. We debunk some of the prevalent myths around calls to action, as well as present best practices you can follow!

Published in: Education, Technology, Design
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Creating Effective Calls to Action!

  1. 1. Cr!"#$%& Eff!(#$v! C"))* #+ A(#$+%! How to have them at “Hello”Thursday, August 16, 12
  2. 2. I%#r+,-(#$+% - W.+ A/ I?Thursday, August 16, 12
  3. 3. I%#r+,-(#$+% - W.+ A/ I? • Jerry Bates | Founder of FittingSites.comThursday, August 16, 12
  4. 4. I%#r+,-(#$+% - W.+ A/ I? • Jerry Bates | Founder of FittingSites.com • Beautiful websites for businesses of all sizes.Thursday, August 16, 12
  5. 5. I%#r+,-(#$+% - W.+ A/ I? • Jerry Bates | Founder of FittingSites.com • Beautiful websites for businesses of all sizes. • 100% powered by WordPress.Thursday, August 16, 12
  6. 6. I%#r+,-(#$+% - W.+ A/ I? • Jerry Bates | Founder of FittingSites.com • Beautiful websites for businesses of all sizes. • 100% powered by WordPress. • Focused on good design and good usability.Thursday, August 16, 12
  7. 7. I%#r+,-(#$+% - W.+ A/ I? • Jerry Bates | Founder of FittingSites.com • Beautiful websites for businesses of all sizes. • 100% powered by WordPress. • Focused on good design and good usability. • Still surprised that websites are as much about people as they are about technology.Thursday, August 16, 12
  8. 8. I%#r+,-(#$+% - W.+ A/ I? • Jerry Bates | Founder of FittingSites.com • Beautiful websites for businesses of all sizes. • 100% powered by WordPress. • Focused on good design and good usability. • Still surprised that websites are as much about people as they are about technology. • In other words, those psychology classes came in handy after all...Thursday, August 16, 12
  9. 9. W."# $* " C")) #+ A(#$+%?Thursday, August 16, 12
  10. 10. Thursday, August 16, 12
  11. 11. A: Common marketing technique in which you directly ask a potential customer to take a specific action, especially one intended to result in an eventual sale or purchase.Thursday, August 16, 12
  12. 12. Thursday, August 16, 12
  13. 13. I% +#.!r w+r,*, 0+-’r! A*1$%& f+r #.! S")!!Thursday, August 16, 12
  14. 14. Thursday, August 16, 12
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  17. 17. C+//+% C")) #+ A(#$+% M0#.*...Thursday, August 16, 12
  18. 18. C+//+% C")) #+ A(#$+% M0#.*... • CTAs are always a hard sell.Thursday, August 16, 12
  19. 19. C+//+% C")) #+ A(#$+% M0#.*... • CTAs are always a hard sell. • They make you look greedy.Thursday, August 16, 12
  20. 20. C+//+% C")) #+ A(#$+% M0#.*... • CTAs are always a hard sell. • They make you look greedy. • They’re not very effective.Thursday, August 16, 12
  21. 21. C+//+% C")) #+ A(#$+% M0#.*... • CTAs are always a hard sell. • They make you look greedy. • They’re not very effective. • Most buyers already know what they want.Thursday, August 16, 12
  22. 22. M0#. #1: C"))* #+ "(#$+% "r! ")w"0* " “."r, *!))”Thursday, August 16, 12
  23. 23. M0#. #1: C"))* #+ "(#$+% "r! ")w"0* " “."r, *!))” • Approximately 96% of visitors are not ready to buy from you yet.Thursday, August 16, 12
  24. 24. M0#. #1: C"))* #+ "(#$+% "r! ")w"0* " “."r, *!))” • Approximately 96% of visitors are not ready to buy from you yet. • Should be realistic and easy to act on.Thursday, August 16, 12
  25. 25. M0#. #1: C"))* #+ "(#$+% "r! ")w"0* " “."r, *!))” • Approximately 96% of visitors are not ready to buy from you yet. • Should be realistic and easy to act on. • Follow, share, subscribe, demo, contact, etc.Thursday, August 16, 12
  26. 26. M0#. #1: C"))* #+ "(#$+% "r! ")w"0* " “."r, *!))” • Approximately 96% of visitors are not ready to buy from you yet. • Should be realistic and easy to act on. • Follow, share, subscribe, demo, contact, etc. • Put them in your sales or marketing channel.Thursday, August 16, 12
  27. 27. M0#. #2: C"))* #+ "(#$+% /"1! 0+- )++1 &r!!,0Thursday, August 16, 12
  28. 28. M0#. #2: C"))* #+ "(#$+% /"1! 0+- )++1 &r!!,0 • Customers already know you want to sell them something, they’re even expecting it.Thursday, August 16, 12
  29. 29. M0#. #2: C"))* #+ "(#$+% /"1! 0+- )++1 &r!!,0 • Customers already know you want to sell them something, they’re even expecting it. • Good CTAs give your site focus and purpose.Thursday, August 16, 12
  30. 30. M0#. #2: C"))* #+ "(#$+% /"1! 0+- )++1 &r!!,0 • Customers already know you want to sell them something, they’re even expecting it. • Good CTAs give your site focus and purpose. • Done correctly, calls to action can often be viewed as helpful.Thursday, August 16, 12
  31. 31. M0#. #3: C"))* #+ "(#$+% "r! %+# v!r0 !ff!(#$v!Thursday, August 16, 12
  32. 32. M0#. #3: C"))* #+ "(#$+% "r! %+# v!r0 !ff!(#$v! • If done well, they’re extremely effective.Thursday, August 16, 12
  33. 33. M0#. #3: C"))* #+ "(#$+% "r! %+# v!r0 !ff!(#$v! • If done well, they’re extremely effective. • They take advantage of basic principals of buyer psychology.Thursday, August 16, 12
  34. 34. M0#. #3: C"))* #+ "(#$+% "r! %+# v!r0 !ff!(#$v! • If done well, they’re extremely effective. • They take advantage of basic principals of buyer psychology. • These are principals that never change.Thursday, August 16, 12
  35. 35. M0#. #3: C"))* #+ "(#$+% "r! %+# v!r0 !ff!(#$v! • If done well, they’re extremely effective. • They take advantage of basic principals of buyer psychology. • These are principals that never change. • They can be easily measured and tracked, to show their effectiveness and gauge ROI.Thursday, August 16, 12
  36. 36. M0#. #4: B-0!r* A)r!",0 K%+w W."# 2!0 W"%#Thursday, August 16, 12
  37. 37. M0#. #4: B-0!r* A)r!",0 K%+w W."# 2!0 W"%# • They’re aware of a problem or other “pain point.”Thursday, August 16, 12
  38. 38. M0#. #4: B-0!r* A)r!",0 K%+w W."# 2!0 W"%# • They’re aware of a problem or other “pain point.” • They’re looking for a solution.Thursday, August 16, 12
  39. 39. M0#. #4: B-0!r* A)r!",0 K%+w W."# 2!0 W"%# • They’re aware of a problem or other “pain point.” • They’re looking for a solution. • Do they know what solutions exist?Thursday, August 16, 12
  40. 40. M0#. #4: B-0!r* A)r!",0 K%+w W."# 2!0 W"%# • They’re aware of a problem or other “pain point.” • They’re looking for a solution. • Do they know what solutions exist? • Even if they know what they want, do they know how to go about getting it?Thursday, August 16, 12
  41. 41. M0#. #4: B-0!r* A)r!",0 K%+w W."# 2!0 W"%# • They’re aware of a problem or other “pain point.” • They’re looking for a solution. • Do they know what solutions exist? • Even if they know what they want, do they know how to go about getting it? • Do they know why they should get it from YOU?Thursday, August 16, 12
  42. 42. C")) #+ A(#$+% F"(#*Thursday, August 16, 12
  43. 43. C")) #+ A(#$+% F"(#* • CTAs are almost never a hard sell, though they should eventually lead to a sale.Thursday, August 16, 12
  44. 44. C")) #+ A(#$+% F"(#* • CTAs are almost never a hard sell, though they should eventually lead to a sale. • They give your site focus and purpose.Thursday, August 16, 12
  45. 45. C")) #+ A(#$+% F"(#* • CTAs are almost never a hard sell, though they should eventually lead to a sale. • They give your site focus and purpose. • They are extremely effective.Thursday, August 16, 12
  46. 46. C")) #+ A(#$+% F"(#* • CTAs are almost never a hard sell, though they should eventually lead to a sale. • They give your site focus and purpose. • They are extremely effective. • Help buyers understand what they want.Thursday, August 16, 12
  47. 47. W."# ,+ C"))* #+ A(#$+% L++1 L$1!? (You see them every day without knowing it)Thursday, August 16, 12
  48. 48. Thursday, August 16, 12
  49. 49. Thursday, August 16, 12
  50. 50. W.0 "r! #.!0 *+ *$/$)"r?Thursday, August 16, 12
  51. 51. W.0 "r! #.!0 *+ *$/$)"r? • They can be read at 80 miles per hour.Thursday, August 16, 12
  52. 52. W.0 "r! #.!0 *+ *$/$)"r? • They can be read at 80 miles per hour. • Headlines are large, and copy is succinct.Thursday, August 16, 12
  53. 53. W.0 "r! #.!0 *+ *$/$)"r? • They can be read at 80 miles per hour. • Headlines are large, and copy is succinct. • Use bold design to grab your attention.Thursday, August 16, 12
  54. 54. W.0 "r! #.!0 *+ *$/$)"r? • They can be read at 80 miles per hour. • Headlines are large, and copy is succinct. • Use bold design to grab your attention. • Imagery that supports the action.Thursday, August 16, 12
  55. 55. W.0 "r! #.!0 *+ *$/$)"r? • They can be read at 80 miles per hour. • Headlines are large, and copy is succinct. • Use bold design to grab your attention. • Imagery that supports the action. • Clear directions on what to do next.Thursday, August 16, 12
  56. 56. Thursday, August 16, 12
  57. 57. Thursday, August 16, 12
  58. 58. Thursday, August 16, 12
  59. 59. S3 “M-*#-H"v!*” f+r Eff!(#$v! C"))* #+ A(#$+%Thursday, August 16, 12
  60. 60. M-*#-H"v! #1 S$/p)! "%, E%&"&$%& C+p0 #."# S!))* #.! B!%!4#*! (address their problem and offers a solution)Thursday, August 16, 12
  61. 61. Thursday, August 16, 12
  62. 62. Thursday, August 16, 12
  63. 63. Thursday, August 16, 12
  64. 64. M-*#-H"v! #2 M!"%$%&5) I/"&!r0 #."# S-pp+r#* Y+-r M!**"&!!Thursday, August 16, 12
  65. 65. Thursday, August 16, 12
  66. 66. Thursday, August 16, 12
  67. 67. Thursday, August 16, 12
  68. 68. M-*#-H"v! #3 U*! +f C+)+r "%, Sp"(! #+ D$r!(# A##!%#$+%!Thursday, August 16, 12
  69. 69. Thursday, August 16, 12
  70. 70. Thursday, August 16, 12
  71. 71. Thursday, August 16, 12
  72. 72. M-*#-H"v! #4 B-##+%*! (Especially ones that tell them what to expect)Thursday, August 16, 12
  73. 73. Thursday, August 16, 12
  74. 74. Thursday, August 16, 12
  75. 75. Thursday, August 16, 12
  76. 76. M-*#-H"v! #5 Off!r A* F!w Op#$+%* "* H-/"%)0 P6*$b)!!Thursday, August 16, 12
  77. 77. Thursday, August 16, 12
  78. 78. Thursday, August 16, 12
  79. 79. Thursday, August 16, 12
  80. 80. Thursday, August 16, 12
  81. 81. M-*#-H"v! #6 O%! +% Ev!r0 P"&!! (And in more than one place)Thursday, August 16, 12
  82. 82. Thursday, August 16, 12
  83. 83. Thursday, August 16, 12
  84. 84. Thursday, August 16, 12
  85. 85. Thursday, August 16, 12
  86. 86. Thursday, August 16, 12
  87. 87. Thursday, August 16, 12
  88. 88. H+w #+ G!# Y+-r Ow% C"))* #+ A(#$+% (Yes, you can do it yourself)Thursday, August 16, 12
  89. 89. H$r! " Pr+f!**$+%")Thursday, August 16, 12
  90. 90. H$r! " Pr+f!**$+%") • Design makes a difference, a BIG one.Thursday, August 16, 12
  91. 91. H$r! " Pr+f!**$+%") • Design makes a difference, a BIG one. • In the minds of your customers, details matter.Thursday, August 16, 12
  92. 92. H$r! " Pr+f!**$+%") • Design makes a difference, a BIG one. • In the minds of your customers, details matter. • Needs to be part of a cohesive strategy.Thursday, August 16, 12
  93. 93. H$r! " Pr+f!**$+%") • Design makes a difference, a BIG one. • In the minds of your customers, details matter. • Needs to be part of a cohesive strategy. • Visitor trends, coupled with informed testing are critical for maximizing ROI.Thursday, August 16, 12
  94. 94. U*! " P)-&$% #+ H!)p Y+-Thursday, August 16, 12
  95. 95. U*! " P)-&$% #+ H!)p Y+- • OptinSkin - Premium WordPress Plugin that shows a lot of promise.Thursday, August 16, 12
  96. 96. U*! " P)-&$% #+ H!)p Y+- • OptinSkin - Premium WordPress Plugin that shows a lot of promise. • Call-to-Action - Display a relevant Call to Action in your sidebar based page content.Thursday, August 16, 12
  97. 97. U*! " P)-&$% #+ H!)p Y+- • OptinSkin - Premium WordPress Plugin that shows a lot of promise. • Call-to-Action - Display a relevant Call to Action in your sidebar based page content. • Call-to-Action Plugin - Calls to action you can embed in the body of your page or post.Thursday, August 16, 12
  98. 98. U*! " P)-&$% #+ H!)p Y+- • OptinSkin - Premium WordPress Plugin that shows a lot of promise. • Call-to-Action - Display a relevant Call to Action in your sidebar based page content. • Call-to-Action Plugin - Calls to action you can embed in the body of your page or post. • MaxButtons - Helps you create “clickable” buttons, including custom button text.Thursday, August 16, 12
  99. 99. Y+- C"% D+ I# Y+-r*!)f!Thursday, August 16, 12
  100. 100. Y+- C"% D+ I# Y+-r*!)f! • Go to WebStrategyCamp.com.Thursday, August 16, 12
  101. 101. Y+- C"% D+ I# Y+-r*!)f! • Go to WebStrategyCamp.com. • Visit the blog and watch my videos.Thursday, August 16, 12
  102. 102. Y+- C"% D+ I# Y+-r*!)f! • Go to WebStrategyCamp.com. • Visit the blog and watch my videos. • 3 great videos on how to incorporate calls to action on your WordPress site!Thursday, August 16, 12
  103. 103. Thursday, August 16, 12
  104. 104. Thursday, August 16, 12
  105. 105. Thursday, August 16, 12
  106. 106. W!bS#r"#!&0C"/p.(+/ Stay tuned for more great information ~ or ~ Check out our next event!Thursday, August 16, 12
  107. 107. Thursday, August 16, 12
  108. 108. 2"%1 0+- f+r 0+-r "##!%#$+%! • Follow: Facebook.com/FittingSites • Learn: Youtube.com/MyFittingSites • See what we do: FittingSites.com • Let’s talk: FittingSites@gmail.comThursday, August 16, 12

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