Be Sure to Include Calls to Action in Web Site Content to Attempt to Engage with Visitors

This is the second of two posts to this blog on the topic of goals and events for Google Analytics.

ISVs looking to online media for marketing communications opportunities need engagement with web site visitors. Opportunities to engage are created by including “call to action” content on web pages. Test their effectiveness with events and goals in Google Analytics.

Registration forms, comment boxes, downloads are all examples of “call to action” content. The task is getting web site visitors to “take an action”, usually by filling in the form, or comment box. An event or goal should be set up in Google Analytics for each “call to action.” Actions taken by web site visitors are called conversions in Google Analytics.

Few conversions indicate problems with the surrounding web page content. But make sure, first, that the call to action has been carefully positioned to provide the web site visitor with an easy opportunity to engage. Move the call to action as close to the top of the web page as possible, and then retest before revising web page content. Keep in mind that web site visitors will only scroll down an unfamiliar web page for attractive content.

If the surrounding web page content looks like the problem, change it. Keep this process going until a satisfactory level of engagement with web site visitors has been reached. Lack of engagement with web site visitors is a very common problem and shouldn’t be tolerated. The best way to fix it is to continue to revise site content until web site visitors start engaging.

This same strategy can work for pay per click advertising campaigns. Dedicated landing pages should be built for each click ad. The content on the page should:

  • quickly inform the web site visitor about the specific product or service presented in the click ad
  • and present a call to action, or an opportunity to place an order

It is surprising how few click ads are supported with dedicated landing pages. Including the front page of a business web site as a landing page for a specific click ad seldom produces satisfactory results, but is a very common practice. Save a lot of wasted money by building landing pages for click ads before starting a campaign.

In the next post to this blog we will talk about keywords.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved

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