Call to Action: The 10 Most Effective Techniques to Improve Conversion

Every website should have a call to action, a response you want users to complete. But how do you encourage users to act? How do you create an effective call to action?

Calls to action are a huge part of my work. I talk about them when coaching digital agencies. I fixate on them when building prototypes for clients. They continually come up in my expert reviews. That is because an effective call to action is an essential part of any website. A call to action is not only limited to e-commerce sites. Every website should have a goal it wants users to complete. Whether it is filling in a contact form, signup for a newsletter or volunteering their time.

A call to action provides…

  • Focus to your site
  • A way to measure the success of your site
  • Direction for your users

Source: Call to Action: The 10 Most Effective Techniques to Improve Conversion


The Secret to a Good Business Name

Source: The Secret to a Good Business Name

Functional and descriptive names like Subway and Martha Stewart work when the point is to direct attention to the company brand. They’re not as effective when all they do is explain what the company does. Consider the blandness of these (real) companies: ABC Name Bank, Name Generator, Naming, The Naming Company, Strategic Name Development … and so on and so forth.

Invented names like Oreo, Kleenex and Google are great because they’re memorable and fun to say. Less interesting are names built upon Greek and Latin roots, like Acquient or Agilent. These may be easier to push through the trademark process and come off sounding official, but you better have an advertising budget big enough to explain what it is you actually do.

Experiential names like Infoseek and Magellan play off the experience of using a product or service and make sense to the consumer. But on the flipside, they’re used so often the impact is dulled. For example, Explorer and Safari are browsers–and SUVs.

Evocative names are usually the most successful (Yahoo and Apple), but also the hardest to get right (apparently companies with failed evocative names all disappear).