The term “call to action” defines how effectively a Website identifies the buying process and encourages prospects to engage with a salesperson or reseller.
Best-in-class sites provide at least one call to action feature on every product, services, and solutions marketing page.
To assess how effectively a Website encourages prospects to engage with the company’s salespeople and/or find a reseller, the siteIQ evaluation team identifies and measures 14 types of call to action features.
Usability reviews focus on whether the purchase process is logical and how easy it is to find purchasing information and sales links.
This case study announces 2013’s leaders, laggers — and fast movers in the Call to Action category.
Call to Action | Drum Roll Please!
When 2013’s Call to Action Criteria and Usability scores are put side-by-side, it shows that sites succeed by focusing on 1 of 2 dynamics–the features or the flow.
Sites that provide every call to action feature available seem to fall woefully short of the usability mark. Meanwhile, others that don’t have the latest call to action-class technologies know how to make their purchasing flow crystal clear. In the end, however, Symantec.com is the only one that delivers the goods on all counts.
Sorry, you have to be a Library Member to access this content.
Category: Rankings & Ratings
Class: Leaders, Laggers, & Trends
Websites Profiled: All Websites on the siteIQ eBusiness Index
- Website Basics | Social media floats all boats — Cisco.com, CA.com & EMC.com catch the high tide
- Navigation & Architecture | IBM.com, Cisco.com & Oracle.com set the bar — and the Networking sites make the grade
- Search | CA slips, Cisco holds, and Dell makes a clean sweep
- Corporate Marketing | Cisco.com gets the checkered flag, while IBM comes in a distant second — and third
- Product Marketing | Dell.com has the goods, Oracle.com makes them usable, and IBM.com wins it all
- Services Marketing | CA.com and HP.com make huge plays to steal 1st from IBM.com
- Industry Marketing | IBM.com upsets HP.com while Cisco.com is hot on their heels
- Channel/Partner Marketing | Oracle.com’s investment pays off, IBM.com shares the wealth, and CA.com gets the gold