So what exactly is a Call-To-Action, and why in the world are they so important? A Call-To-Action is any form (although mostly in the form of a button) of asking a visitor to “do” something, whether it be subscribing to something, buying a product, or offering the visitor more information. It provides clear direction to the user, and is an effective way to measure the success of your website. It is important to understand what makes a Call-To-Action effective, and not allow it to get lost in all the other distractions on your website (both desktop and mobile) and email platform.
Believe it or not, studies have shown that placing the Call-To-Action below the fold helps confirm the viewer’s decision-making process: give them time to think about what it is you’re asking them to do, before you ask them to commit to a decision. White Space is very important when it comes to Call-To-Actions as well. If a Call-To-Action is not given the proper amount of white space, or is lost in a sea of other elements, the more likely it will be for the viewer to overlook it. Studies have also shown that if people are presented with too many choices, they are more likely to avoid making a decision all together. Be simple and direct when asking the viewer to do something. No one likes to be overwhelmed.
While there is no one particular color that has been identified as the most effective, certain colors have been determined to invoke feelings that can correlate to a user’s actions. Here are a few color study tips to get you started: Orange can prompt action. Green is associated with comfort and relaxation. Yellow gives the viewer a sense of positivity. Red offers a sense of imminence, while blue typically offers the viewer a sense of confidence or assurance.
When choosing copy, it is important to be as specific as possible. What exactly is it you want the viewer to do? For example, “Purchase Now” is much more effective than “Click here”. It is also important to lead with strong and direct action verbs. Words that are not assertive enough, usually fail to garner any immediate reaction from the viewer.
The key to creating an effective Call-To-Action boils down to the three key components: The right color, size, and copy. Get user attention by placing your Call-To-Action in the smartest place, evoke the appropriate feeling by choosing the correct color, be as direct and to the point as possible. Beating around the bush does nothing but waste time.
So, if you feel your Call-To-Action is not getting the attention it needs, contact fatrabbit CREATIVE today and we can help perfect your Call-To-Action!