One of the most basic, simple yet often overlooked concepts in Internet marketing is the call to action. Quite simply, this means starting with the end in mind: what is it you want your visitors to ultimately do? As simple as this may seem, SUDO reviews many sites, which have been developed without this concept in mind. You’ll spend a great deal of time and effort to build product or develop an offering so it seems logical that you’d like people to sign up for your service or purchase your product so why not make sure that every contact with your customer has this simple thought in mind?: how can I get customer to purchase (or convert in marketing terms) my product or service?
Here are some tips to keep in mind as you develop and optimize your site:

1. Make sure you have a clear idea of what you would like your visitors to do and define it concisely such as “sign up for our newsletter”, “Register to be notified of special offers”, “Purchase My e-book”.
2. Sketch out a map of what that process looks like. It doesn’t have to be elaborate but it helps if you visualize the process that a user has to go through in order to reach the outcome you’re seeking.  Marketers call this the sales funnel.
3. Once you sketch out your “call to action” process then follow these three steps:  1) simplify, 2) simplify, 3) simplify… You’d like the process to be as straightforward and uncomplicated as possible.
4. Make sure you use clear, simple language that leaves little doubt as to what is going to happen. Don’t, for example, have a mystery button or link that offers “More information”. Be honest and straightforward and say “Buy now”, “Sign-up” or “Register”. A call to action should be specific, clear and unambiguous.
5. Finally, TEST! Tools such as Google Optimizer let you play around with different scenarios and different variations of content and sales pitches. Test multiple approaches and close in on the ones that work the best. In marketing jargon, we call this A/B, split and multi-variant testing. Test, test, test!!