A key part of any sales pitch, be it on the Web or otherwise, is the call-to-action. A call-to-action is a group of words which encourages a reader, listener, or viewer of a website to enact on a desired response. A desired response is simply the next desired action you would like from a prospective customer (i.e. making a purchase, signing up for a newsletter, etc.). Therefore an advertisement or commercial without a call-to-action is considered incomplete and ineffective.
The acronym VEPA is often used when entrepreneurs talk about calls-to-action. VEPA stands for:
V = Value: The customer should get some value out of the desired action
E = Ease of use: The desired action should be easy for the customer to execute
P = Prominent: The action should be prominent and easy to see
A = Action: The wording should speak to action (ex. Buy Now!)
You should continually play with VEPA and your calls-to-action to maximize desired responses from customers. There are various effective online tools to help you multivariate test your calls-to-action. One of the most powerful free options is Google’s Experiments. You can play with and test various attributes such as bigger or different color calls, changing the calls’ copy, or different incentives for customers to act upon. Incentives can go a long way if done correctly.
An effective call-to-action is the linchpin of a successful sales campaign and involves drawing together best practices in usability, creativity and effective but concise copy writing. It all starts with a great call-to-action button, here are 25 examples of call-to-action buttons to get your creative juices flowing.