Are Calls To Action really that important?

Ben Garfinkel – One Comment

Yes, they are. By now we all know that every website should have a Call to Action, ideally there should be one on every page. Recently I compiled a short summary (from both a marketing as well as design standpoint) that outlines some different types of Calls to Action and why they are important.

Here are a few things to think about:

Calls to Action Using Contrasting Colors

Make your CTA stand out from the rest of the page by making color contrast, like a bright “Contact” button. Colors that suggest warmth, like red or orange, look bigger and closer than colors that suggest coldness. Also make sure you have enough white space. It’s a balance.

Calls to Action Presenting an Incentive

By offering access to valuable information, you lower the barrier for entry to your company. Viewers will also have more of an incentive to act if it doesn’t take up too much of their time. Use words like “free” and “advice”, stay away from words that make it seem like the commitment is too great (like “enroll”).

Calls to Action Using Product Examples

By making an obvious connection between a Call to Action and product examples, viewers receive a more tangible version of the product and can visualize their experience better. A picture says a thousands words, as they say.

Calls to Action Using Great Text

Use specific action-oriented wording, and combine with corroborating images for extra impact. Posts should be short and concise, and use direct wording, such as “Click here”, “Watch now”, “Select this”, etc. I read a study recently where people hate words like “investment”, “franchise”, and “conference”, whereas words like “insight” and “tips” are more motivating.

Calls to Action Using Direction

Arrows can often help direct readers and viewers on where to go next. For example, adding an arrow that points to a play button on a video gives viewers more incentive to click the button. But don’t make it too fancy. Use urgent language and simple, proper visuals. Above all, make it easy.

Calls to Action for Email Generation

Make clear, direct indications of what a person needs to do to get more information. Set expectations about what your recipients will receive from you and how often. Background images behind your sign-up CTAs should establish positive emotions of efficiency and success, not anxiety or stress. Also, the sign-up CTA should convey that signing up is quick and thus takes little time and effort.

Calls to Action Facilitating Segmentation
Have a small number of clear and distinct actions you want people to take. Use bullet points to clarify which Call to Action is meant for which persona, if applicable.

And lastly, not unlike this post, make it short and sweet.