MARKETING: Travel sites are inherently littered with so-called call-to-action buttons, not least with the rise of ancillary products entering the booking path flow for airlines and hotels. Vital as they are to increase revenue, getting them exactly right (and therefore appealing) for visitors is an art in itself. Read more on Copyblogger.
It doesn't take a genius to work out that visitors who don’t click don’t convert. This makes call-to-action buttons more important than ever.
Web visitors can’t get through a checkout process or signup form without clicking at least one button. Yet that one button — like all of your buttons — can be improved on.
But we fail to optimize calls to action for pretty simple reasons, all of which are complete BS.
We need to stop ignoring the so-called "small things", especially when conversions depend on them.
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NB:Call-to-action button image via Shutterstock.