A Digital Media Strategist Will Analyze Your Call To Action, Your Web Forms, and Your Shopping Cart

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This is the seventh article in an eight-part series which describes the role of a digital media strategist in improving the website operations of a company or organization.

All of the elements of your website which we have discussed so far are designed to shepherd your visitor to the point where they will read and respond favorably to your call to action. Your website can be perfect in every other facet, but if it fails to ultimately persuade your visitors to take the desired action, then you have ultimately failed.

When your digital media strategist began evaluating your efforts in the digital realm, she interviewed your organization’s key personnel to discover your objectives for your website and your other online operations. Strongly connected to your objectives are the various calls to action which appear on your website. In many ways, they are the culmination of your objectives. Your calls to action are asking your visitors to take actions which, in aggregate, will lead to the fulfillment of your objectives.

Your digital media strategist, therefore, will analyze your call to action (purchase, lead generation, etc.) and the vehicles through which a website visitor can respond to your call to action (shopping cart, contact form, etc.).

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