The Importance of Call To Action Buttons On Your Website

The Importance of Call To Action Buttons On Your Website


Liz:
Hey there, welcome Liz:
back to Liz and Sandro’s Marketing Podcast. We help companies and marketing departments Liz:
control their business, control their brand and get the word out. Liz:
Today Sandro is going to be doing a mini rant on Liz:
calls-to-action. Sandro:
Thanks Liz. Yeah, so we were coming up with topics for our podcast and in Sandro:
the past two weeks and even going back last month when I helped with GiveCamp, I Sandro:
realized not enough people are focusing on call-to-action buttons. Liz:
On their website. Sandro:
On their website. Sandro:
I really dislike when I go to your website to buy or to sign up or to Sandro:
do something and have to dig around to do that thing. Sandro:
What do you want me to do on your website? Sandro:
Why would you make it hard for me to do that? Liz:
What action, where am I going, what’s the next step? Sandro:
Correct. For GiveCamp, which is an annual charity event where we had 200 Sandro:
coders and developers come in and help 20 nonprofits this Sandro:
year and past years. They built brand new websites for most of these nonprofits Sandro:
and my job was to go around to all 20 nonprofits and review Sandro:
and help them with their search engine optimization. Sandro:
Well, the developers came to hate me because I would say, “Oh hey, nonprofit, CEO Sandro:
of nonprofit or Executive Director of nonprofit, let me see your new website.” I’d pull Sandro:
it up and I’d say. “Okay, what do you want people to do when they get to your website?” Sandro:
And they said “Learn about us.” I’m like, “But what else?” And they said, “Get some Sandro:
money. Donate.” Well, why is your donate button on page three or all the way at the Sandro:
bottom? Let’s bring a donate button to the very top. Sandro:
I want to know, I want to donate to you guys, Fairmount Center for the Arts. Sandro:
Where’s that donate button? Sandro:
And they’d go, oh my god, we need that. And then the developers would be like, ugh, we Sandro:
have to fix… Liz:
We have to rethink the layout or whatever. Sandro:
Yes, correct. And it’s a 50-hour marathon of coding so they’ve only got twenty-five Sandro:
hours to do it. But you know what guys, let’s put a call-to-action the very top. Sandro:
Why not? Developers, darn it. Sandro:
But it’s not just nonprofits, it’s… Liz:
Can I just interject something for a minute? Liz:
So by the way, that’s why you don’t work Liz:
directly like with just a developer. Liz:
I come across clients who are like, “Well, you know, I’ve got so-and-so who’s a Liz:
developer you know, and he or she you know, they’ll do this and I’ll write the content Liz:
and you know, I think we’ll be good.” And I’m like, “Let’s think about that for a Liz:
minute.” Like, you’re having someone who is probably super technical who Liz:
can do all of the things you want them to do in terms of building a website, but they’re Liz:
not going to think about it from the marketing perspective. Liz:
They’re not gonna help you, yeah, create good marketing messages that lead Liz:
you through the funnel or to a donation page. Liz:
Like they’re not going to think about, they’re just thinking about the technical pieces Liz:
of building a site. And it sounds like you’ve got some of those at GiveCamp, which again Liz:
they’re an important part of the process. Sandro:
They’re great. They’re donating their time. Liz:
We need them. Yeah. Sandro:
Yeah and you’re right. It’s called, it’s user experience. Sandro:
And my friend used to be User Experience Vice President at a big agency here Sandro:
in town. Liz:
Yeah. Sandro:
And I never knew what it was, I thought that was dumb. Like what do you need user Sandro:
experience for? But… Liz:
But when you are building a website, you have these disciplines that Liz:
kind of all need to work together. So yeah, you need someone who’s doing some coding. Liz:
You need someone who’s creating content. You need someone who’s thinking about the user Liz:
experience from the customer’s perspective. And all of that together creates, Liz:
holistically creates a great website. Sandro:
And I’ll be the first to admit I’m more a function over form Sandro:
guy. I really don’t care what a website looks like for the most part as long as it works Sandro:
and it does what I want it to do. But as I help Sandro:
more and more clients I realize you need some form. Sandro:
In addition to function. Liz:
Sure. Although you could argue, like we’ve taken a look at some websites Liz:
recently that are getting really, really simple. Liz:
And I feel like this is truthfully probably for an Liz:
entirely separate episode, but just like where web design is going and I think it’s Liz:
getting a lot simpler. And that’s not to say you still can’t have a great looking website Liz:
but I am seeing websites getting drastically simplified. Liz:
Which I guess ties into what you’re speaking about right now because Liz:
when you pull away all the clutter and all of the just junk that you don’t need, what Liz:
do you need at the end of the day? Donate. Liz:
Schedule a consultation. Click here. Sandro:
Yeah. Maybe two years ago one of our episodes I remember this, designing Sandro:
a restaurant website. So many restaurant websites have the history of our, my Sandro:
grandmother came over on the boat from Italy and she made the best meatballs and we still Sandro:
use her recipe and blah blah blah. Four things you need on a restaurant website: address, Sandro:
phone number, menu, hours of operation. Sandro:
That’s it. That’s all you need. Sandro:
You can put in the grandmas recipe and grandmother coming over and pictures of her in Sandro:
Ellis Island. That’s great, put it on like page two or three or inside. Sandro:
But right above the fold, I want to know your hours of operation, your phone number and Sandro:
your address. That’s all I want to know. And then your menu, I’ll click over there. Sandro:
That’s fine. So yeah you’re right, skim it down. Liz:
So I would challenge businesses and marketing departments who are Liz:
listening to this episode because that’s a great example that you just gave. Liz:
You only need four things. So what does your business, what are the four Liz:
absolute things you need on your home page? Liz:
And just get rid of everything else. Liz:
I have that all the time, clients are like “Oh, let’s add this, let’s throw this on the Liz:
home page, let’s add another slider.” And I’m like, we’re just cluttering it up and we’re Liz:
confusing people. Sandro:
Right. And a good way to start with that is, what do we do, what do we want someone to do Sandro:
on our website? We have a client, a newer client. Sandro:
They’re selling things on their website and they’ve spent thousands of dollars in Google Sandro:
ads and I can’t believe how little people were buying on their website Sandro:
through these Google ads. So I went to their website on my phone. Sandro:
Well first, we looked on Google Analytics. Sandro:
We saw 87 percent of their visitors are mobile, are on phone. Sandro:
So boom. Let’s go look at your website on a phone. Sandro:
And sure enough, they are a family business. Sandro:
They had a history of their family business. They had a video. Sandro:
And they had all this information. And I’m like, well where do I buy? Sandro:
I want to buy. You want me to buy. Liz:
Because, to be clear, they’re an e-commerce website. Liz:
Their goal is to drive e-commerce sales but they were cluttering up their site with the Liz:
history about their family. And all of this stuff that sure, yeah, Liz:
great to have there but it’s not going to… Sandro:
I want a “shop” button. That’s it. A picture of the product and right below that, a Sandro:
“shop” button. And that’s what we changed it to and they actually really love Sandro:
me. It’s crazy they texted me out of the blue Friday or Thursday, they were like, “Oh my Sandro:
gosh, we love this! We’re getting sales!” Liz:
Well, and this is why I love our Liz:
“back to basics” episodes. Not that this is a “back to basics” episode but sometimes it Liz:
is the simplest to us. Sometimes it is the simplest concepts that Liz:
clients miss and can make the biggest difference. Liz:
Because Sandro and I are looking at this e-commerce website Liz:
right now. I think you showed it to me before you made these changes. Liz:
I mean it’s so simple now. It’s; here’s our product. Liz:
Shop. That’s it. Sandro:
Or learn more. Yeah. If you want to learn more, if you wanna learn about our history Sandro:
about Grandma making this, yeah, click that. Sandro:
But if you just want to shop just click the “shop” button. Sandro:
Yeah, so get out of my way. Sandro:
Let me do what I came here to do, what you want me to do, is shop. Sandro:
And there’s a big button for that. Sandro:
So, call-to-action. Tell me what you want me to do. Sandro:
Yesterday I wanted some Potbelly and I loved it. Sandro:
I went to the Potbelly website both on my computer. Sandro:
And at the very top it says, “Order Now,” big letters, just a big button there. Sandro:
I know where to go. “Order Now.” And another tip if Sandro:
you’re selling things on your e-commerce, go through the experience yourself as a Sandro:
customer or hand somebody your phone and say, “Here, buy something on my website.” Liz:
I want to watch you. Yeah. Sandro:
Yes. Or what questions do you have? Because what happened with that client, we put Sandro:
the big “Shop” button and they were getting people coming and Sandro:
shopping and their bounce rate dropped but they weren’t actually buying. Sandro:
So I was like, well, let me take a look. And sure enough, their shopping page was Sandro:
horrible. Sandro:
There was no “Add to Cart” button there was no “Buy Now” button. Sandro:
It was just pictures of the products. Sandro:
I’m like well, what am I supposed to do? There’s pictures of the products. Sandro:
Well, you’re supposed to click on the products. Sandro:
What…? I didn’t know… just tell me “Add to Cart.” How many? Sandro:
Add to cart. Boom. And so they added an “Add to Cart” button and that’s helping a lot. Sandro:
So go through the experience, have somebody new go through the experience, watch them, Sandro:
see where they stumble. Sandro:
All user experience. Sandro:
So to wrap up: Give me a call-to-action above the fold on Sandro:
my phone. A perfect example of this and I’m going to give these people a shout out, Sandro:
borlandia.com, B O R L A N D I A dot com. Sandro:
They’re the ones that taught me at WordCamp 2018 that once, Sandro:
go to their website and you’ll see it on your phone, once they just put Sandro:
two big buttons on their homepage, their… Liz:
I think you showed me this site before. Sandro:
They started getting so many, yeah so many phone calls, or Sandro:
so many people contacting them. If you go there it just says, “View Our Work” or “Hire Sandro:
Us.” And people are clicking that “Hire Us” button and it flipped a switch in my mind Sandro:
saying, oh my gosh, this is it. Sandro:
This is all you really need. Liz:
Yeah, this is another example of an agency site that is simplified drastically. Liz:
Their home page is not cluttered with a bunch of probably Liz:
useless information. Sandro:
Here’s our clients. Here’s our history. Liz:
Download this white paper. It’s, view our work. Liz:
Hire us. And I love that, what is that an ADA compliant Liz:
view as well? Liz:
That’s fantastic. Sandro:
I don’t know what that is. Liz:
Yeah that’s pretty cool. Sandro:
So that’s my mini rant. Quick episode just to say, hey whatever Sandro:
your goal is for your website, for your business, go in there and make sure you’re not Sandro:
getting in my way, that you’re letting me do what you want me to do. Sandro:
Preferably with a big button above the fold on a phone. Liz:
I love it. Liz:
This is a really great reminder to keep things simple. Liz:
I think that wraps up today’s episode. Liz:
We would love to hear from you. We’d love to hear your stories perhaps about an Liz:
example of when you drastically simplified things or changed the Liz:
placement of a call-to-action. What kind of results did you see? Liz:
Send us an email and we’ll definitely give you a shout out in the show. Liz:
Don’t forget to find us on Google Podcast, Spotify and iTunes. Liz:
We are also on Facebook, Twitter, Instagram and YouTube. Liz:
Thanks so much. We’ll see you next time.

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