Considering the amount of effort (blood, sweat, tears, and money) that goes into attracting traffic to a website, it is amazing how much of this traffic simply evaporates into nothing. I like to call this Website Traffic Evaporation. Website traffic evaporation is tangible website traffic you worked your butt off for that exits without a trace (likely) forever. It is likely caused by lack of direction for the site visitor to follow and often times coupled with the misconception that every visitor to your website is ready to buy your products / services right now. This can be solved by understanding who your website visitors are and simply telling them what they should do when they are on your website. Enter our hero, the Call To Action.