Creating Successful Call to Actions
Call to actions are an essential part of a website, but the key to conversion is to ensure they are utilised effectively.
All websites should have an objective, whether it is to sell products, sign up to a newsletter or complete a contact form. However, if there is nothing presented to the end user then an action from them is highly unlikely.
Effective call to actions provide focus and enable users to gain a sense of direction. Before an action is even considered, the user needs to recognise the benefits.
First, identify a problem for the user to relate to, then, offer them a product or service that solves their problem, highlighting the benefits.
Limit the number of choices a user has to make by having few, bold call to actions. Take the following case study for example:
Supermarket studies show that when a shopper is presented with an excessive amount of varieties of a product they were less likely to make a purchase.
The same theory can be applied to call to actions, too many will overwhelm the user and have an adverse effect. Therefore, limit the number of choices but make them good choices, rather than having several weak call to actions that confuse the user, in turn, driving traffic away.
Place call to actions high up on the webpage and tell the user what you would like them to do, encourage them with words such as; Subscribe, Call, Buy and Donate. Generate a sense of urgency, for example; ‘Offer ends 30th January’.
Colour is an important factor when considering call to actions. Set out a colour palette for your website, and choose an individual colour for call to actions. Using a lone colour will allow them to stand out and be noticed.
Draw attention to your call to action by leaving space around it, you will lose your call to action if other content is placed around it untidily.
Jakob Nielsen found that plainer graphical elements are more noticeable, because they are more closely associated with native site content, that is graphics that sense like they belong to the site, that look like they have a principle and worth.
If call to actions are thought about and designed to work, they can generate real measurable return on investment.
Ensure your site succeeds, with not only creative visual design but powerful copywriting also.
About jadecoleman:
Jade graduated with a Bachelor of Arts with Honours in Journalism and Editorial Design in 2010, since then Jade has worked within the Marketing sector experiencing, SEO, PPC, Link Building and Advertising along with Copywriting and Print Design.
