This document discusses the importance of being obvious in marketing and calls to action. It provides examples of clear and direct calls to action like "Book a Test Drive" and "Get a Quote Now" to encourage customers to take desired actions. Data is also shown tracking a large increase in monthly vehicle enquiries after implementing more obvious marketing changes and calls to action. The presentation emphasizes defining goals, making things obvious for users, testing changes, and measuring results to improve marketing performance.

1. The
IMPORTANCE
of being
OBVIOUS

2. Know thy
ENEMY

3. Your Mission
BOOK A TEST DRIVE

6. Full disclosure
COMPLETELY MY FAULT

7. Introducing
CLARITY

8. The
“CALL TO ACTION”

9. O K A
The BO T
“CALL TO ACTION” T ES
R IV E!
D

10. GENERAL A
RESE BOO K
G ET ANQUIRY RV
E The
ST
NCE THIS
“CALL TO ACTION” E TE
FINA CAR RIVE!
Q U OTE NOW D
!

11. DO N ’T
Y OU
E ED TO BE
N BE
AT AN T TO
BL US
O BV IO

14. Testing your
CHANGES

17. Reap the
REWARDS

18. Mar 2008
Apr 2008
100
200
300
400
500
600
May 2008
Jun 2008
Jul 2008
Aug 2008
Sep 2008
Oct 2008
Nov 2008
Dec 2008
Jan 2009
2009
Feb 2009
Mar 2009
Apr 2009
May 2009
Jun 2009
Jul 2009
Aug 2009
Sep 2009
MONTHLY ENQUIRIES ON VEHICLES
Oct 2009
Nov 2009
Dec 2009
Jan 2010
2010
Feb 2010

19. Apr 2009
May 2009
100
200
300
400
500
600
Jun 2009
Jul 2009
Aug 2009
Sep 2009
Oct 2009
Nov 2009
Dec 2009
Jan 2010
2010
Feb 2010
Mar 2010
Apr 2010
May 2010
Jun 2010
Jul 2010
Aug 2010
Sep 2010
Oct 2010
MONTHLY ENQUIRIES ON VEHICLES
Nov 2010
Dec 2010
Jan 2011
2011

20. 4,800+
ENQUIRIES ON VEHICLES

21. DEFINE WHAT YOU WANT TO DO
MAKE THINGS OBVIOUS FOR USERS
TEST YOUR CHANGES
MEASURE THE RESULTS

22. THANK YOU!
THIS PRESENTATION AVAILABLE, WITH OTHERS, AT
SLIDESHARE.NET/ABITGONE
SEMI-REGULAR BLOGGINGS AT
ABITGONE.CO.UK
FOLLOW ME ON TWITTER
@ABITGONE SORRYNOQUESTIONS.COM