Is your call-to-action obvious?

Thursday 16 December 2010


When a new visitor enters your website, the last thing you want them to think is “Where do I go from here?”, especially if you have paid for them to land on the site through a marketing campaign.

From the moment a user lands on your website, it should be clear to them where they should go next and what the page is about. Your landing pages need to help guide your visitors on their journey to where you want them to go. If there is no clear direction then a user can easily get frustrated and leave your site altogether. This experience is quite off-putting for a user and there is little chance they will come back to your site again.

There are a few things you can do to help conversions and improve the user experience for visitors who come to your website.

  • A Clear Message – Every page on your site should have a clear headline so it is clear what the page is about. Every page must have a purpose and must be of value to the end user, if it is not clear what the page is about or why it exists in the first place, then the user will feel confused and ultimately leave the site.
  • Interaction – Try and include an interaction hotpot on your site, something that is visually stimulating that will draw attention to it. By adding interaction in the form of roll over images or links, this will focus the attention of the user and is the first step to pointing them in the direction you want them to go.
  • Plan a route –There should always be a plan to guide your users to where you want them to go, but not all users behave in the same way. It is important to plan a route to your destination page from all pages, in the event that your user takes a wrong turn, or their attention is caught by something else.
  • A Clear Call-To-Action – Within your interaction hotspot, you must have a single clear call-to-action. The call-to-action must describe what happens next and what the visitor can expect once they click. They need a reason to want to go through to your destination page, whether it’s an enticing offer of discount or the unique selling points of that page.

In summary, call-to-actions and guiding your user to where you want them to go is essential and is the difference between converting a new customer and losing that customer for ever. Remember to keep your call-to-action clear and the most prominent thing on your site “above the fold”. If you are not sure how effective your site is, try looking at it through your users’ eyes. You know you are in trouble if at any point you say, “so where do I go from here?”.

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