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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.
Over the coming months I’ll be exploring some ideas of things to test on your website. If you really want to achieve the best return on your website, making small changes and testing the outcome is the most cost effective way of increasing conversions.
Let’s look at one of the most important user actions you can improve, getting someone to click through to the next stage of a goal conversion. We call this the Point of Action, this magic button is the key to your website’s success. Everyone needs a reason to perform an action, many would already have one such as a user wanting to buy your product based on a friend’s recommendation so that’s an easy conversion. But what about those who are not entirely sure, those that need a little persuasion?