Should I say “Call to Action” or “FOUR”? Check out this Discount Golf Equipment site. When you visit you will quickly notice that it is a e-commerce site, and that they sell golf equipment. When visiting one of their product pages the call to action is very obvious. There are product details, pictures, product options, and an obvious method to make a purchase. What about the home page though? Are you compelled to do anything?
Getting Action Out of the Home Page
One of the big problems with a sites home page is that fact that they are usually designed for a general audience. We often design them trying to reveal everything we have to offer, and not really consider what the next action would be.
Here are your options, hope you do something.
So how do you get action out of a visitor without reallying knowing what they want, and without displaying your entire sitemap on the home page? You let them search.
Zappo Into Action
One of my favorite e-commerce sites usability wise is Zappos, the shoe store. What is their major call to action on their home page? It’s their search function. Comparing both sites they are both very similar in content. They both have: a search function, categories of products, and products that you can buy right from the home page. What gets people moving though is the very obvious search box Zappos has. It’s compelling, and once a visitor hits that search button the sale is half way done. Zappos knows the visitor wants shoes, they just don’t what kind. What should the visitor do? They should find it. What should the major call to action be? Make them search.
Not an e-Commerce Site
Not all sites are their to sell, but having a call to action on the home page is still just as important. Imagine if you site was just about golf tips in general like the Golf’s site blog, Golf Equipment Blog. Emphasis needs to be created to why a visitor is there, and what the valuble parts of the site are. Establish specific values, and specific actions will follow.