Story: Sales funnels

The sales funnel or purchase funnel is a consumer-focused marketing model that illustrates the theoretical customer journey toward the purchase of a good or service. – Wikipedia

– Awareness
– Consideration
– Preference
– Purchase
– Loyalty
– Advocacy

There is a process before people take an action on the website. Please think about your behavior.

e.g. I need a new fan before summer. It broke last year. I visit London Drugs. I check Amazon. I like Honeywell, but I compare it with other brands. Amazon Basic is also good. I check the price and consumer reviews. I do bookmark some items on Amazon. I think about it for a few days or weeks. Then, I purchase a product. If I found discount items or a good deal, I may buy it before comparison even it is not Honeywell. This is a science of consumer behavior.

I learned SEO and I know how to increase traffic. What’s the next? There are steps between visiting a website to making a purchase. I have to fill the gap. A free webinar, free ebook, resource or useful newsletter, free consultation, coupon, or popup for collecting email. These are some common practices.

So, I searched for the effective CTA, call to action.

How To Choose The Perfect Call-to-Action for Your Website

©Exposure Ninja

– Low perceived value
– Above the fold
–  One goad on the website = generate a leads or sales

– High perceived value
– Low perceived risk
– CTA on the very top
– Testimonials/review below CTA
– Focus on sales

– When a user contacts you, what they need at the point
– What can you give a user for free?

Call-to-Action: How to Write High-Converting CTAs (+ Examples)

©Sleeknote

– Goal and purpose
– Tell a user what you get
– Font, color and size
– Humor
– Don’t use only subscribe

Build Effective Calls to Action – 7 Marketing Tips

©Marketing 360

– What a user wants
– Above the fold, standout
– Keep short and sweet
– Directional cues
– Social proof near call to action
– Ads match CTA
– A/B test
– Check competitor

150 Experiments on the Call-to-Action: Six psychological conditions that hinder our results

©Flint McGlaughlin

Conclusion: A website must generate leads

*A lead is an individual or organization with an interest in what you are selling.

Whatever the client’s business is, product or service, all websites are for sales. How to measure the value? It basically determined by the number of inquiries. Therefore, the sales funnel and CTA is important.

There are many examples in the references below. Let’s learn and implement.

Reference:

HubSpot: 50 Call-to-Action Examples You Can’t Help But Click
ElementorBlog: How To Design the Perfect CTA Button