Websites CTAs

When developing your optimal website CTAs, here cire some best practices to keep in mind ... 

With a view to harmonising the conduct of clinical trials across the European Union, Directive 2001/20/EEC was finally agreed on 14 December 2000 and was formally adopted in May 2001 with a 3-year transition period for its implementation. The Directive is now fully implemented in the United Kingdom and further information on clinical trials there can be accessed at the MHR A website. Under the provisions of the Directive, all clinical trials now require a Clinical Trial Authorisation (CTA). This is discussed in detail in Chapter 17. 

Should a compound show promising anticancer activity in the routine screening operations, the NCI may propose the establishment of a more formal collaboration, such as a Cooperative Research and Development Agreement (CRADA) or a Clinical Trial Agreement (CTA) (see NCI Technology Development and Commercialization Branch Website http //tdcb.nci.nih.gov). 

You can also implement a heat mapping technology such as Crazy Egg to get a better visuedization of where people click, where they scroll, and how they interact and read your website. This can help you make better decisions when it comes to how you lay out your text and where you put your CTAs. Figure 7-3 shows an example of Crazy l g heat mapping—the darker eireas on the heat map show where a visitor clicks, scrolls, or interacts with the page in some way. 

The bread and butter of a great lead generation website eire your calls-to-action (CTAs). What is a CTA According to HubSpot, a CTA is an image or line of text that prompts your visitors, leads, and customers to take action. 

But what is that action It could be anjdhing from contacting your sales team directly, to downloading an ebook, signing up for an event, and so on. A CTA can live anywhere on your website and is typically asking the visitor for his information — resulting in a fresh new lead entering your database. 

The trick is making sure that your CTAs are well placed, stand out, provide very clear instructions, and align to a specific lead generation initiative. Figure 7-8 shows an example of a CTA asking the visitor to download an ebook. Notice that there is no question what the website is asking the visitor to do. 

Position prominently Whether it is a CTA on your home page or another page on your site, m e sure your chief CTA is positioned in a prominent location. Place your top CTA above the fold (the portion of your website visible without scrolling), have a sidebar that moves as a visitor scrolls, or place it in an obvious spot at the top or side of the page. 

The website has more CTAs as you scroll down, but as you get further below the fold, each CTA is a lower priority. 

For many companies, a website visitor responding to a Contact Us CTA is lead-generation gold. This means that a visitor is a hand-raiser. You often don t need to nurture her. You don t need sales banging down her door. She is ready to talk to you. It s critical to have an obvious Contact Us button or link. 

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