Web pages used to be strictly informational and the search engines were just directories guiding you to the information you were seeking. As the search engines progressed and the world of Web 2.0 development permeated all industries, websites have become money-making machines. The more traffic a site has the greater the opportunities are for revenue streams. Some sites are portals for revenue growth and others are direct, such as e-commerce sites.
When any Internet marketing company is consulting with a client about their e-commerce site or developing one from scratch, the concept of “Call to Action” should always come into play. When analyzing an e-commerce site it is crucial to discuss specific page layout strategies down to the last detail. Users search a page in a specific way. Generally, the eye follows an “F” pattern scanning the top (usually the navigation) from left to right, then down the left side, then across the middle from left to right. Keeping this in mind you can see how the good e-commerce sites make use of space, navigation, and calls to action.
A call to action, in case you don’t know, is some kind of announcement (text based or with graphics, or both) that engages the user to act on something. If it is an e-commerce site, these calls to action can be things like “Buy Now” or “Free shipping for Orders Over $45”. These catch the users’ eyes and prompts them to click on that area taking them one step closer to converting into a sale. Depending on what the site is used for, a conversion can mean many different things. Sometimes a conversion is just capturing a user’s name, email, and phone number in order to contact them about products and services. Regardless, all sites should consider what their “conversion” factor is and use calls to action accordingly.
Any sophisticated Internet marketing company should have intimate knowledge of this because ultimately they will be graded on their performance. Usually their performance is determined by how well they increase traffic and conversions. Without proper use of search engine optimization, website development, and calls to action, conversions will be minimal. First, you have to get the targeted traffic to the site, then you need to direct users to behave how you need them to in order to convert traffic into conversions. In the end, all of this is about increasing revenue and ROI.