Let’s start by introducing call-to-action. A call to action is typically denoted as an image that drives the reader to click-through. However, it’s not just sites that can have a call to action, virtually every type of content.
Call to action in web design or the so called CTA is a term used for elements in a webpage that solicit an action from the user. The most popular manifestation of call to action in web interfaces comes in the form of clickable buttons that when clicked, perform an action or lead to a web page with additional information that asks the user to take action.
How to Create Effective Calls-To-Action?
There are proven methods for deploying an effective call to action strategy. Here are some of them:
- Keep your calls to action highly visible and adjacent to the reader’s focus. We often put CTAs to the right of the content we’re writing so that the viewer’s natural eye movement captures it. We may make push them a bit more into the content stream to take it up a notch in the future. Some sites float the CTA so that as the reader scrolls, the CTA stays with them.
- Keep your calls to action simple. Whether it’s an image or an offer in your speech, ensuring the instructions are simple and the path to engagement is easy will ensure a higher number of your audience will call, or click-through on the action you ask them to.
- Keep the action clear on your CTA. Utilize action words like call, download, click, register, start, etc. should be utilized. If it’s an image-based CTA, you’ll often find these on a highly contrasted button. Web users have been educated to click on buttons so the image automatically registers as an activity for them to take.
- Add a Sense of Urgency. Is time running out? Does the offer expire? Are there a limited number of seats? Anything to help persuade the reader to take action now instead of later will increase your conversion rate. Adding a sense of urgency is a critical component of every CTA.
- Push Benefits over Features. Too many companies are proud of what they do instead of the benefits they achieve for their customers. It’s not what you do that sells, it’s the benefit that entices a customer to buy. Are you offering an opportunity to simplify things or to get instant results?
- Design Showcase of Call to Action Buttons Link. Now that we’ve covered some best practices for designing call to action buttons, let’s look at some exemplary implementations of call to action buttons on websites. We’ll tie in these designs with the techniques and best practices from above and explore how they aid in accomplishing good design practice.
- Plan the Path to Conversion. For blog posts, the path is often read, see a CTA, register on a landing page, and convert. Your path to conversion may be different, but visualizing and planning the path that you wish people to take with your content will help you design better and convert more with your Call To Action strategy.
- Draw user attention with prominent positioning link. The placement of call to action buttons on a web page is critical to drawing the eyes of visitors. Placement in prominent locations such as the top section of a web page can lead to higher landing page conversions because users will likely notice the call to action button and take action
- You need to test your CTA. Design multiple versions of your CTAs to identify which one drives better business results. One simply isn’t enough – too many companies don’t take the time to provide alternate designs, verbiage, colors and sizes. Sometimes a simple sentence is perfect, other times it might be an animated gif.