Your web pages do not mean anything significant if the reader, or the online visitor to that page, does not take some action after reading it. The action can mean clicking on a web link provided as anchor text, or going on to read the next page in sequence or take the coveted option of making a purchase. However, if the online user does not take any action and simply reads over the page and leaves it, your content is not up to the mark and fails its purpose. You need to push in some call-to-action techniques so that the online visitor is seduced into clicking for more. Here are the top 3 call-to-action techniques that promise high rewards:
- Something in Return: You have to give back to the online user something in return for clicking on a link or downloading a pdf document or any such action that you desire from your end. You have to offer them an additional discount or some freebies in the form of software or merchandise. The idea is to make the reader, or user, feel tempted about taking some action after reading through your page. No one likes to do something for nothing!
- Address Issues: Online users often shy away from taking an action after reading a page because they are worried about consequences. Will the product be delivered safe and good? Will the cash-on-delivery option be available on your address? The best call-to-action technique in such cases would be to anticipate what the concerns might be and then address them directly. You can put up a widget promising money-back guarantee or allow users to check cash-on-delivery availability by typing in their pin/zip codes. You have to dispel forebodings of the users.
- Cat in the Bag: Curiosity is the key to call-to-action. If the online users are not curious about your ad copy or widget, they will never click on it to find out more about it. You have to keep the cat sealed up in the bag for users to come look for it. Of course, you have to put in sufficient number of clues to tell them that there is actually a cat in the bag! No one clicks on links that does not give the impression of revealing a wealth of information. Bring about that mystifying quality in your ad and anchor text links.