Posted 14 June 2015

And ACTION! How to create a compelling Call To Action

Written By : Marco Rosano Visit Marco's LinkedIn Profile

Stuart Gonsal founded Wolf in 2014. He presents extensively to industry groups and is on the Advisory Committee for Swinburne University’s Masters of Commerce (International Business).

Click here, read more, save now, sign up, yada yada yada. The world of the Call to Action can be a rapidly wearying one. CTAs are so ubiquitous we almost don’t see them anymore but it’s important not to underestimate the importance of a clear, concise and captivating call to action.

Keep it clear and active

A call to action is just that – instructing you to act on something – so make sure that instruction is easy to understand and takes the user to a logical destination. Use verbs to help and favour simple language over kooky and veiled. Don’t have a button that says ‘Free book’. Have a button that says ‘Download your free book’.

Make sure you keep the language consistent between the CTA and the landing page – an instruction that says ‘Download your guide to online banking’ should logically take the user to a page entitled ‘Your guide to online banking’, not an alternative title, no matter how similar the content.

Put suspicion to bed

Play a clean game – when you ask people to supply their email addresses or download something, they are trusting you to do the right thing with their information and time so make sure the benefit of clicking is made perfectly clear and takes them exactly where you say they’re going to go. Break that user trust and it leads to frustration and a massive bounce rate.

Design it right

People scan web pages in an ‘F’ shape – left to right, left to right, top to bottom – so don’t bury your buttons in a dead area. Design your buttons to look like you can click on them and make sure your page is free of clutter so the button can be easily located and not lost amidst the junk.

Originally published 9 March 2015


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