The Importance of Calls to Action

Video Transcription

Hi. I'm Tyler Hurst, the Director of Sales and Marketing here at, and I want to welcome you to this week's edition of Whiteboard Wednesday.

Now, over the past couple of weeks, we have talked about ways that you can increase conversion on your website with your property listings. One of the keys, also, is calls to action, which I want to talk about this week.

Now on every page of your website there should be a call to action to progress guests from one to the next, to the next. Ultimately, we understand that websites are really funnels, and we push them from page, and then there's a call to action to get them to move to the next page, to the call to action, to the next page. Hopefully, at that place, they will be able to spend money and interact with your website and convert.

The whole purpose of these funnels is to ultimately get the guests to convert and spend money with you. Now, there are some interesting stats about calls to action. For instance, only about 47% of websites actually have a good enough call to action on the front of their website, which is so key to getting people to progress through and do what you want them to be doing.

Interestingly enough, though, the real golden rule is about three seconds. It's about three seconds that someone lands on your website that they have to be able to search with their eyes and find the call to action before they want to start clicking on something.

Now, there was a good case study by the Clinton Bush Foundation for Haiti. There was a tragedy in Haiti and there was a donation website set up. What ended up happening is they started with a submit button, and then a designer changed it to "Support Haiti," really drawing attention to what they are actually doing and really drawing in the guests. What they saw was they saw a 15.75% increase in dollars spent, just literally by changing the wording on the button.

So when it comes to call to action, there's actually a lot of different variables that matter that will help you. For instance, and I'd call these the keys to count, size. The size of the button will matter. The color of the button will matter. Certain colors mean certain things. Where a green may mean progress, where a red may mean hold on, stop and think about this again. Text, the text you are using, as in this example, certainly makes a difference, and then also the location of the button. Is it in a place that is usable, and is it in a place that is presentable that it can actually be clicked on?

The overall goal of web conversion is to get people through your website to get them to do what you want them to do, ultimately getting the booking. Now once again, this is a funnel, and we believe that if you have great calls to action by paying attention to these attributes, you will be more successful in getting your guests to convert.

Now, if you want to learn more about this topic, we have a webinar titled "The Seven Elements of Studying Property Listings." I'd invite you to come and view more about it by clicking this button right here. Thanks again for joining this week's edition of Whiteboard Wednesday. Have a great week.