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.
- Modest commitment. The action should require a modest level of commitment from visitors but not be or appear burdensome.
- 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.
- Message reinforcement. The action should reinforce the key messages you want to convey in marketing your product.
- Gateway. The action should be a gateway to a further level of commitment that leads to buying your product.