Different businesses have different conversion expectations for their website. Some companies seek leads, while others are looking for subscriptions, some care most about purchases, and still, others are looking for engagement.
While the actual call to action/landing page is important to consider, it is essential to back up a bit and make sure you are getting the right people with the right intent to the right CTA / page. For example, a great call to action for a special on snowblowers will fail if the visitor is looking for hammocks (and lives in Florida).
Assuming you match the visitor intent with your call to action, the next most important element is making the conversion action clear and easy. Ideally, this means:
- Presenting a single call to action
- Making the call to action clear and attractive for all devices
- Ensuring your website and CTAs are accessible for all users
- Providing some form of follow-through to confirm the action and perhaps thank the visitor