Having a great website is not the end of the story. If you start an e-mail marketing campaign, an internet marketing campaign or a search engine marketing campaign, you need to follow through on your website to make it easy for your potential customers to buy.

Online advertising can be very tricky with up to 80% of people simply ignoring your campaign. That 20% that doesn’t needs to be converted to a sale as easily as possible. Once they are arrive on your site, there needs to be a very clear path to follow to complete the transaction. This is known as a call to action.

A call to action can also be included in an e-mail as part of your e-mail marketing campaign. Having a button or link embedded in the e-mail that takes them straight to the sales page can be very important. Once they make that decision to click, you want to close the sale as quickly as possible. Having the link hidden or just sending them to your home page can provide them with another opportunity to back out of the sale.

Search engine marketing can be a little different. Your link needs to bring the prospective customer to a page that both promotes the offer whilst at the same time displaying a clear call to action - a link to the page that closes the sale.

Every page on your site should have some form of call to action. For the home page, the we design should contain several call to action sections. What is most important is that these are very clear and attract the visitors to click and follow.

You can do the very best in promoting your site and promoting your product through internet marketing. If the prospective customer cannot find that call to action, they will disappear as quickly as they arrive.

The most effective salespeople are the ones that know when the sale has been won and how to close that sale quickly with no distractions that provide an out for the customer. Your web design needs to be able to do the same. Once the customer has made up their mind - close the sale quickly.

There have been many times when an e-mail marketing campaign as influenced me to make a purchase; when I have clicked to close the sale I have been met with a virtual ‘but wait there is more’ type page. Close the sale, then go to the ‘but wait there is more’ page if you wish. Never give the customer the chance to back off.

Create an effective call to action procedure as part of your web design and your sales will increase. Your customers will find the experience easier and will come back knowing the transaction is going to be smooth and hassle free.

Don’t kill an effective advertising or internet marketing campaign by forgetting how to close that sale. If you don’t close the sale - chances are - someone else will - because they had an effective call to action.

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This entry was posted on Tuesday, April 15th, 2008 at 4:46 am and is filed under E-mail Marketing, Internet Marketing, Online Advertising, Search Engine Marketing, Web Design. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.