The call to action technique is one of the oldest advertising methods that have been used to target new visitors to websites in order to convert them into either:
- Dedicated readers and content contributors
- Subscribers (paid or otherwise)
- Customers (buying products)
Simply put, if you are not using the call to action method in your blog or website design, you are MASSIVELY missing out on expanding your online presence and generating interest in what you have to offer.
Real-Life Case Study: The Online Casino Industry
Probably one of the biggest industries that relies on converting traffic into customers is the casino industry, spending millions of dollars per year in split testing (A/B Landing pages, Redesigns, etc) as well as consulting from leading usability firms to increase the conversion rates.
This gives us an excellent chance to see effective call to actions in real, live websites being used today.
Site: Jackpot City – Online Casino
What’s the first thing you notice about this site?
For me, it was the colors so I decided to do some analysis on the flow of content as well as the colors used.. What I found was very interesting to say the least.
The case study site is currently live at: http://www.jackpotcity.co.uk/online-slots
Take A Look At The Genius Color Palette
and here’s a close up of the flow of color to the call to action:
The colors tell an amazing story of how this site is so successful at converting visitors into players for their service. By using a muted color palatte for their site design (the cityscape graphic) and then having their call to action in a NEON Blue and Green, this makes the visitor notice these buttons immediately, capturing their attention and results in higher conversion rates.
Flow of Content (Scanning through a User Perspective)
Through the analysis I did, these are the three ways a user can scan this website landing page, the size of the arrows determining how probable this path is.
Users always start in the top left of a site page and then scan for content that they are looking for, and this site is optimized very well to take advantage of this user conversion tactic.
Concluding – Some Ideas to Make Your Call to Action Excel
- As we saw in the case study, make colors around your call to action muted and then have your call to action POP with bright colors.
- Make sure the visitor doesn’t have to think about what to do on your website or blog, have your call to action simple and easy to do.
- Users start in the top left and then scan the page for content, have your call to action above the fold of your website (in the top).
What are some tactics that you use on your websites to increase conversions with call to actions?
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