In an article by Jim Kukral, the techniques used to create successful call-to-action site content are:
- Filling out a form for more information
- Adding an item to a shopping cart
- Subscribing to a newsletter
- Requesting a demo
He specifically states, "A call-to-action is only effective if the user believes that the value they'll receive is greater than the effort they must exert to get it."
I agree with this in that when our customers visit our sites we must bring value and service to the top of our marketing strategies and leave all the non-essential information behind (mission statements, etc.) As we are more and more moving towards retail-focused sites, our e-commerce techniques must evolve into more of a one-click environment, so as to hold the customer's attention. By doing this, we will convert clicks to sales better and satisfy our customers with efficient tools and simple content.
