Call ‘Em To Action

by Anittah Patrick on November 10, 2009

Today I watched a video regarding private prisons.  At the end of the video, I was given a “call to action”.

Stop private prisons


Close T. Don Hutto

Go to:

I very much appreciated this guidance; often I’ll read or see something and think, “Man, the situation is dire; but what can I do about it?”  (This is what happened when I saw the ‘natural gas drilling has negative impacts on American citizens’ documentary “Split Estate“.)  Not knowing how I can help and/or get involved is generally followed by clicking somewhere else, changing the channel, and wondering if there are any chocolate chip cookies around.

What can you learn from SourceCode’s private prison vid?

It’s important to give your viewers a “call to action”; a “so what”.  If they read a page on your website and find their eyeballs at the bottom of the page, what are you telling them to do?  Read the footer and its glorious mouse type “privacy policy” links?  Click on that 728×90 banner that’s got so much going on it might give someone a seizure?

If someone’s already interested enough to read to the bottom of your page, cross-sell them with something — be it a link to another article, an encouragement to contact you, or whatever else it is that aligns with both

  • your business interests
  • your visitors’ aggregate needs

Here’s the video that contained said call-to-action:

I saw this video at Harvard Law School’s Law and Mind Sciences Project The Situationist, in their November 7, 2009 post entitled “The Corporate Situation of the Prison Population.”

Your homework assignment:

  1. Check your analytics to determine the top five pages by pageviews over the last month
  2. Eliminate the pages with the two lowest bounce rates from your list
  3. Of the three pages that remain, check to see if there’s a call to action at the bottom of each one
  4. Yes?  Congratulations; go find some chocolate chip cookies :)
  5. No?  Click here to learn more about thinking/marketing’s landing page solutions

Has anyone else seen a surprising, happy example of a non-marketer using a contextual call-to-action?

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