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Call to Action – Best Practices

Have you ever been on to a website and been harassed instantly by a pop up asking you to sign up to the company’s mailing list? Or start a free trial? Get a free quote? These are all Call to Action’s, and as annoying as they can be, they are the perfect way to generate leads and get engagement from a visitor.
Call to Actions provide direction for visitors and can decrease a website’s bounce rate as it gives a next step for the visitor to carry out, Call to Actions are also a great way to measure success as you can look at statistics regarding how many people sign up, click etc.
However, there are some best practices to remember when creating Call to Actions.

1) Clear Benefits

Make the Call to Action’s benefit obvious to the visitor, instead of phrasing the action obviously, use persuasive language that highlights the benefits. Such as the example below, ‘grow my traffic’ which clearly highlights the benefits of signing up and is, therefore, more likely to make the customer engage.

Using scarcity to encourage engagement often creates a sense of urgency as it appears that you’re limiting your supply and therefore encourages people to act. Good examples of this are offering limited time discounts, limited supplies and highlighting how quickly you are selling out.

2) Be one thought ahead of the visitor

Address the visitor’s questions and concerns before they’ve even had a chance to ask them, carrying out a Call to Action is usually a big step of trust for a user. ‘You’ll get a free quote from us within one week’ is better than ‘Get a quote’ as it provides a timescale and a cost. Answering the client’s questions before they have a chance to ask them increases your company’s legitimacy and therefore increases the customers trust in you.

3) Focus on a small number of Call to Actions

Make sure you only include a small number of Call to Action’s which are distinct and easy to interpret, this will help to make sure the user isn’t overwhelmed. Having fewer choices for a user to make reduces the amount of effort they need to put in, which in turn makes the process less stressful for them as you provide a simple step by step.

4) Positioning

Positioning your Call to Action’s in a straightforward place that will stand out to the client, positioned high on a page and in the centre, is usually successful. Thinking about the time in the visitor’s journey is also important, find the right time for the user to respond, an example of poor Call to Action positioning can be found below, the Call to Action pops up before the user has even had a chance to look at the products meaning that they won’t know yet whether they want money off a product as they haven’t even had a chance to see the products available to them.

As well as the positioning on a page, it’s important to consider which pages to put a Call of Action on, ideally you should have a call to action on every page on your site. Your call to action does not need to be the same for each page, instead, you can use smaller actions that lead the user towards your goal.

5) Use negative space positively

Leave negative space around a Call to Action to draw more attention to it. Having too much content around a call to action will detract from it. Google vs Yahoo is a perfect example of this.

6) Colour and Size

Often designers get frustrated with clients asking to make thing bigger, however, when it comes to Call to Action’s, size really does matter. As does colour, both are effective ways of drawing attention to elements on a page. Having a Call to Button in a larger size, and a bright accent colour makes it stand out and appear more clearly to the eye of the reader, ensuring that they know what to do next. For example on our own website, ‘view our work.’

If you need any more information or advice then feel free to gives us a call on 01884 308091 / 01472 485858 or email info@function28.co.uk.


Call to Action: The 10 Most Effective Techniques