In this article, you'll learn...
- How calls to action are evolving and four predictions on their future use
- The difference between effective and ineffective calls to action
Calls to action are an integral part of all websites. Over the years, those little buttons, urging website visitors to act on a website, and so disclose the visitor interest and intent, have moved from basic "click here for more info" or "contact us" tabs and buttons to those that are designed to engage visitors.
The most significant change has been the adaption of calls to action across all types of marketing collateral. Nowadays, you can see call to action buttons on emails, videos, online brochures, etc. Accordingly, calls to action have become a fundamental part of the lead-generation and lead-nurturing process.
Today, calls to action tabs and buttons don't merely ask a visitor to act; they provide insight into the frame of mind of a prospect on a site. If used appropriately, calls to action can become the perfect lead-generation tools that help in engaging and converting a visitor.
Calls to Action of the Past No Longer Work
What once worked for calls to action, fails to impress today. That could be because of increased competition and the shorter attention spans of Internet users, or because of the constant need for innovative designs and ideas that help companies retain visitors on their sites for longer durations.
The following are examples of obsolete calls to action:
- A button that reads "Leave Your Emails for Updates" is obsolete in the current business environment, where the focus is on providing value to a visitor at every step and gradually winning their trust. Unless visitors will get something in return, leaving their email addresses on a company website offers them no value and, hence, fails to make them act. The days of building email lists via your "contact us" page are over.
- "Contact Us" buttons have also lost their relevance now that contact pages offer website visitors multiple options for getting in touch with the company—via phone, chat, email, or social media.
Websites today have all kinds of calls to action depending on the content and the assets available on the site. Those calls to action can be broadly divided into three categories, based on their use and effectiveness in helping with the lead-generation and lead-nurturing process: ineffective, useful, and engaging.