When clicking through Product Perks, 96% of customers or viewers get to the last screen, the screen that shows the products (with photo) or contacts (with contact information). And then, many people don’t click the product or contact (to go to the product page or contact person’s web page).
Which is fine. Analytics show that clicking through Product Perks increases sales on product sites. Many of our sites have a navigation menu on the screen that lists categories, products, or search boxes. Once customers know what they want to buy (by clicking through that site’s Product Perks), the customer can click on the navigation menu or search box to get to the product page. Or they copy and paste the contact person’s phone number, or write an email… no need to go directly to the webpage.
But a few words will increase the click-through rate. And those words are “Click to”. And then, the action, which can be any of these phrases: “Click to play”, “Click to view”, “Click to website”, “Click to buy”. The more specific the call to action/click to action, the better.
All things being equal, people are more likely to do what you ask them to do.
Even TED Talks have a “click to” action. Look at the TED Talk screen below: there is a Play button (the Play arrow) but the screen also says “(click to play)”:
This TED Talk by Dave Meslin is about seven different kinds of calls to action for community organizers. Click to play.