The Call To Action: Skill or Stupidity or Just Marketing?
Posted by Patrick Murphy on Wed, Jul 20, 2011
Despite what it may seem on the outside, designing an effective call to action on a web page isn’t that easy. It requires a little bit of intelligence and instinct. In fact, we’ve discovered it’s become a bit of an art form! So what are the rules, steps, and pointers? Every website should have an objective – a goal – not just ecommerce websites. Perhaps you want your visitors to fill out a form, or sign up for a newsletter or to contribute some information. A call to action gives your website a focus, a way to measure it’s success, and gives direction to your users.
Pointers on successful call to action design
So how can we go about creating the right kind of call to action for your website? The first element to check is that your user will be willing to engage with your call to action in the first place. Your visitors need to understand the need for completing the call to action. So identify why they would need to do this, and make it clear to them. What will they get out of completing your call to action? Next up is offering them something. What do they get out of completing the call to action? Sometimes you could offer a discount, competition entry or a free gift or eBook.
Keep your message clear. Using a whole load of little call to actions all over your website will leave the user confused as to which to take part in. If there are too many varieties of ice cream in the ice cream shop, the customers will stall when making their decision. Make it easy!
Use the right language in your call to action
The language in your call to action is also vital. Make it urgent and simple. Use words like “download”, “buy”, “register”, and “follow” – things that spur a user to action. Phrases such as “for a limited time” or “for this month only” work well too.
Keep your call to action brightly coloured, and easy to see. Place it before the “fold” of your webpage – ideally users should not have to scroll to find the call to action. Keep it large – make it obvious. Put it in a space that is not cluttered so the eye is drawn to it.
Last but not least – make every web page on your site work harder. Include a call to action on each and every page!
If you would like advice on call to action design, do not hesitate to contact SiliconCloud today.