Why Calls to Action Should Match the Customer’s Decision Process

A call to action tells the visitor what to do next. It should reflect the level of commitment a customer is ready to make.

A customer researching a complex professional service may not be ready to “buy now.” A consultation request, project inquiry or appointment may be more appropriate. A customer purchasing a straightforward product may need a direct path to choose an option and complete the order.

Effective calls to action are based on:

• The type of service or product
• The length of the buying process
• The information customers need before deciding
• The level of trust required
• The business’s actual sales process

Using the same button language throughout every page can create friction. The website should offer a logical next step based on what the visitor is viewing and how decisions are normally made.