Conversion requires effective Calls to Action

Internet Marketing Strategy | Relationship of CTAs to Sales Funnel

This post is part of a series about the Internet marketing strategy I call Inbound Marketing. It is also part of a sub-series about website conversion. To access either lead post please click either of the links in the prior sentences.

A prior post described your sales funnel. This post focuses on Calls to Action (CTAs) with which you implement the first few steps of your sales funnel on your website.

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Since your sales funnel is the overall decision making process your clients follow in the course of making a decision to buy, your CTAs are the “nudges” you provide at each step of the way to encourage them to take the next step.

I’ll use a specific example to illustrate this point.

A motivational speaker was using Inbound Marketing to attract his audience and encourage people to contact him for a possible booking. At the end of every blog post was a CTA to the effect of “Please fill out our booking info form”. This occurred a certain percentage of the them.

He came to realize (through Analytics) that people who watched his demo video tended to fill out the booking info form more often than people who did not watch the demo video.

So he changed his conversion strategy.

It was:

Blog post -> Fill Out Booking Information Form

It was changed to:

Blog post -> Watch Demo Video -> Fill Out Booking Information Form

So now the CTA at the bottom of each blog is “Please watch my demo video” and at the bottom of that page is a CTA of “Please fill out by booking info form”.

By making this one simple change, his booking info form started to be filled out more often.

This is the relationship of CTAs to your sales funnel. It is the means whereby you walk people through your sales funnel.

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