1. People Will Click Everywhere

Web visitors are like Chicago voters, they click early and often. People will click on buttons, graphics, logos, anything that might be a button. Give them lots of places to click, and track the clicks you get so you can tell which ones are the “hot” spots.

2. Ask for the Sale Repeatedly

Make it as easy to order as possible. You’ll probably get the most clicks from the top few buttons, but add more (especially if you’re using long copy that requires readers to scroll down several times to read all of it). People may be ready to buy 1/4 of the way down, or 3/4 of the way down the page. Don’t make them work to find an order button.

3. Test the Wording on Your Buttons

Submit or Subscribe sound too impersonal and machine-like. Instead, try something that more clearly tells readers what they’re getting: Get Your Marketing Tips.

4. Keep Your Forms Short

Only ask for the information you absolutely need. It should be clear why you need it (such as an e-mail address and a name to send a newsletter, or a shipping address for a product). If you need to qualify leads to pass on to your sales staff, ask questions they’ll need to know. You don’t want them wasting time following up leads that aren’t worth the trouble.

5. Use Big Buttons

Don’t hide the order form or the product photo. Make them clear and obvious. A white paper or newsletter offer in tiny 9 point type won’t get clicked on.

Photo: cheesepicklescheese