The expensive call to inaction

A few minutes ago I was reading through one of my most popular articles on Customer Purchase Latency.

At the bottom of it I noticed that the call to action was out-dated... and not by a little bit, by a lot. It mentioned a service that I haven't offered for years now. Something that Repeat Customer Insights does out-of-the-box for every store.

I don't even want to count how many people that call to action confused and never knew that my app could already do what I wrote about.

It's a good thing I decided to start reviewing my calls to action this year. I shouldn't have procrastinated them for so long.

You shouldn't either.

Take the time to regularly look at your important pages and see what they actually say, not what you think they say. Your homepage, some products, and collection pages are probably the main ones to look at but you might have an article or content page that attracts a lot of attention.

Make sure the pages are clear, have a relevant call to action (that's not outdated), and give your potential customers everything they need to make a decision about what to do next.

Eric Davis

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Topics: Call to action Conversion rate optimization

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