It’s no secret that an effective call to action is vital to promoting your offers and generating leads. The problem that many people run into is knowing which call to action to place on any particular page. Fortunately, there are a few simple techniques that will help you quickly decide which call to actions will provide you with the best conversions while minimizing the testing phase.
Understand Your Sales Cycle:
The most important element to understand when creating a call to action is where the reader will be in the sales cycle. Most people breakdown this cycle into three phases – awareness, evaluation, and purchase. The awareness stage is when your potential customer has first become aware of your product or of the need that they want to fill. Evaluation is when they understand that your specific product or service has the ability to fill their need. Purchase is when the potential customer is ready to actually make their final decision.
By understanding where your visitors are in the sales cycle, it will be easier to match a specific type of call to action to any particular page. For example, if they have just finished reading a blog post, then they aren’t likely to make a purchase. Instead, they are likely in the awareness stage. This means your call to action should be introducing them to your buying cycle by educating them on their need, rather than your solution. Many blogs do this by offering a free report or e-course.
Assigning Each Page of Your Website to a Certain Stage in the Sales Cycle:
Once you begin to understand your sales cycle in what type of call to action best fits each step, you need to start identifying what each page of your website does. By understanding what type of visitor tends to land on each page, it will be easier to utilize a call to action which will appeal to them. There are several different ways that you can do this. It is always best to start with a common sense approach. Many of your website pages will likely be very easy to assign a type of visitor to. For example, if you have a single page with all of your case studies or testimonials then the people visiting that page are likely in the evaluation stage.
You also can use a variety of analytics to help you identify pages as well. For example, there are tools which allow you to discover what your visitors viewed immediately before looking at a specific page. If you notice that certain pages are commonly viewed before a lead makes a purchase, then you can deduce that those pages are influential in the evaluation stage.
Decide How You Want to Address Each Stage:
Now that you know which pages tend to attract visitors in each stage, the next step is deciding how you want to approach them. If you have already done lead generation or sales in the past, then you likely already have a general idea of how to turn browsers into buyers. You’ve also probably created a variety of free resources designed to push them through the sales cycle. You can either use these same resources to develop specific call to actions on each page of your website or create new resources.
By following these three steps, you will gain a better understanding of where your website visitors are in the sales cycle, which pages of your website attract visitors in each phase, and how you will address them. This will ensure that each page of your website has a call to action directed at the type of visitor which will most commonly be there. By matching these two variables together, your call to actions will be on the right path to maximizing your conversions.
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