Archive for the ‘Calls to Action’ Category

Exceed Online is proud to announce the launch of Yourway Car Rentals, a fully online Car Rental business with two locations based in Auckland and Christchurch. The Senior Management team of Budget Rent A Car New Zealand approached Exceed Online stating they have plans to take on the third tier car rental market, and felt an online business model was the best approach. The Exceed team felt there was potential to be involved with something special. What made the project more interesting was they guidelines under which the project must follow:

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If you were to review the common e-Commerce website in New Zealand it appears that selling online is defined as having poor product images displayed with a price, through in a small “add to cart” button indiscriminately hidden at the bottom of the page, only viewable once visitors scroll a meter down the page.  Hey, who cares, New Zealand is selling online!

The concept of buying vs selling refers to the differences in your visitor’s buying process, and your selling process.  The greater the alignment of the buying and selling processes, the greater the success.   The challenge lies in understanding the dichotomy between the two.   

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We all know the phrase “a picture is worth a thousand words”. We also know that good copywriting gives your website good content, and good content appeals to your visitors and converts visitors into customers. Every visitor who comes to your website has different needs. To appeal to your customer’s needs your content has to instigate a positive emotion, or a strong enough scent, for them to take one step (or click) further. Placing a relevant and emotive image can help to draw interest and quickly communicate your message to your customer.

Good copy, coupled with an effective image, work together to give your web content a magnetic appeal.

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If you have been reading our articles (thank you) you have probably seen us mention the term ‘active window‘ on a few occasions.

So what is the active window and why is it so important?

The active window is simply what the visitor sees on a web page without scrolling.

Simple, right?

Well, yes and no…

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Many websites are still littered with unmeaning hyperlinks such as “read more”, “click here”, “submit” and so on. If your website is heavy with text, the chance of your visitors drilling deeper into the content is very slim - the last thing they want to do is ‘read more’.

Stick to this rule of thumb: a persuasive call-to-action hyperlink pairs up an imperative verb and an implied benefit.

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MarketingSherpa put together a very informative case study looking at how hard you should push free shipping on your website. The results speak for themselves:

“…I was surprised how well the free shipping offer did once we began banging it forward,” Dick says. “We saw a huge increase in conversion rates as well as average order size.”

In fact, the increase in conversions and average order size could translate to approximately $2 million in increased revenues next year. The free shipping element of the category page tests had the biggest impact on conversions…”

Carry on reading for the full article along with creative examples.

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One of the key elements to improving online conversion is to make the buying process as easy as possible by providing helpful, relevant information.

You can’t have a real life salesperson talking to your online customers to help sell your products, so make sure your website copy, product images and information pages do enough to fill this gap.

Here is another great screencast from Bryan Eisenburg over at grokdotcom focusing on optimising product pages.

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FutureNow have published a great screencast looking at ways of reducing shopping cart abandonment. They use LaneBryant.com as an example and bring up some very valid, but obvious points.

Take a read of Bryan Eisenburgs 20 Tips to reduce shopping cart abandonment for more great ways to get your customers through your checkout process.

These are usually easy to test and definitive results come quickly due to their (hopefully) prominent placement on your website.

Here are a few variables to think about when creating your calls to action:

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