When it comes to conversion tracking, there are a few staples: contact forms, click to call, click to email. etc. Each of those conversions is vital to tracking the efficacy of how new changes made to your website are improving your business. However, there can be an issue that stems from only using these core conversions. Many businesses fall into a trap where after creating their goals in Google Analytics or Google Tag Manager, they are now stuck only using those goal triggers when creating new calls to action.
Defining an Effective Call To Action
In the past, we have written on effective calls to action. Everything from their placement to their style, to the words used, are vital in how likely they are to work. Of course, surrounding content and general SEO strategy are equally if not more important to your conversion rate.
A quick tip: If in Google Analytics you notice pages with high page views and low conversion rate, you should improve your CTAs, but if you notice pages with high conversion rates and low page views you should improve the content.
When we look at an effective call to action, one important question is how does it fit on the consumer journey? “Call now” or “contact us” are staples and should exist on the website. But they shouldn’t be the only calls to action.
Unique Calls To Action By Industry
Often times businesses get stuck using the same calls to action as everyone else because that is what was previously built into Google Analytics. In a sense, there is a flip of the ends and means. If a business only set up click to call tracking they are more inclined to only use “call now” CTAs. But it should be the reverse, if as a company there is a unique call to action you can have on the website, you should create it, and create tracking for it. (Only create conversion tracking for things that meaningfully impact the bottom line of your business. As an SEO representative, I have seen some strange conversions including a new client’s Google Analytics come in with a “User spent 1 minute on the website”. This provides little value other than an inflated conversion rate). Instead, here are a few examples of unique calls to action for different businesses.
- Scrap Metal Yards: Every scrap metal yard should have a price page. Instead of a static list, I recommend a table that can be searched. There should be an above the fold CTA for “check prices”. Take this a step further, and create a calculator to determine the approx. value of scrap metal. The calculate button is an effective call to action that provides a service to the web visitor.
- Contractors: Similar to scrap yards, a material cost comparison calculator that sends users to a “get a free quote” form is a great way to bring someone from your landing page through the buying process to contacting the business.
- Medical Spas: A consumer that comes to a medspa’s website will often have many questions about a procedure. Having accordion FAQ pages with “send us a message for more info” buttons can help answer questions and increase conversions.
Overall, every business should think about how to best tailor their website with calls to action that are designed to bring a customer from the landing page to a meaningful conversion.
For Specific CTAs For Your Business, Contact Boston Web Marketing
At Boston Web Marketing we help hundreds of businesses throughout the country design their websites for SEO and for UI/UX. With our website design services, we can help bring users from the home page to your contact page by highlighting your services. If you would like to know more, contact us online.