Thursday, April 13, 2006

Creative Calls to Action

I've mentioned before that your web site should have a call to action. I also gave some simple examples of actions. Today, while running around Town Lake here in downtown Austin, I brainstormed some new possibilities:

  • Quiz. Quiz your visitors about the product or service you provide and grade them on their performance. For example, if you sell a service, grade your visitors on how well they could perform the service themselves (without your help).
  • Audit. Assess your visitors' situations based on a short form they fill out. Give them a free assessment that shows how much they need your product or service to improve their situation.
  • ROI calculator. Based on a form they fill out, show your visitors the probable impact of your product or service on their ROI.
  • Derivative product. Let your visitors use a product developed using the product or service that you offer.
Some attributes to consider when deciding on a call to action for your web site:
  1. Modest commitment. The action should require a modest level of commitment from visitors but not be or appear burdensome.
  2. Remarkable. Ideally, the action creates word of mouth (WOM). Visitors send e-mails to their colleagues and friends with links to your site. Bloggers write about your site and link to it.
  3. Message reinforcement. The action should reinforce the key messages you want to convey in marketing your product.
  4. Gateway. The action should be a gateway to a further level of commitment that leads to buying your product.
Other ideas?

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