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Last time I looked at surrounding you point-of-action or call-to-action with assurances to help convince visitors to act on it. This month I want to look at examples of the actual call-to-action button.
I remember being drawn into the buzz SeeSaw generated before its launch in February 2010. It had a long planning stage and was incredibly well deployed, so where has it gone wrong and how does the competition fair?
SeeSaw.com promised to bring together TV shows from a variety of producers. That’s great! Who doesn’t like the simplicity having everything in one place? A great idea on paper and focus groups loved it. It started out with just a selection of BBC, Channel 4 and Five shows with a plan to include selection of high profile US dramas in future following additional funding.
Let me ask you a question: What’s the purpose of your website? For an eCommerce website there is a simple answer to this, to sell products. However if you are a business selling a service or an information website providing useful content to visitors, what can you define as a conversion?
A conversion can be anything that creates a positive outcome (or indeed a negative one if you are primarily interested in increasing brand reputation). It needn’t necessarily involve a financial transaction. I have listed below examples of what can be tracked as a goal:
Day two of SAScon provided some in depth talks on the technical side of search engines, analytics and location services. Feel free to leave comments or questions at the end of this blog post.
Lewis Lesenn, Commercial Director of DC Storm presented the facts around conversion attribution. He pointed out that actions are rarely driven from a single website visit. They are driven by multiple marketing channels and the visitors journey to a conversion can often take days or weeks.
On Thursday and Friday this week, I attended SAScon in Manchester, which covered all areas of digital marketing. I have summarised day one in the post below. Lots was covered so if there is anything that I have missed then please feel free to leave a comment at the end of the post.