James Hinton | 13/11/2009
On a day to day basis, I talk about, and hear, how important calls to action are on a web site. This is an idea that is discussed ad-nauseum, and for good reason. Without a clear path, the user is destined to meander aimlessly from page to page, or even worse still, leave the site altogether. When developing a site, you need to focus on pushing users into certain areas of the site, whether it be to a ‘get a quote’ form, a particular product or even an upcoming event. Incorporating this logic in a well defined manner is critical to the success of the site. Defining the calls to action is just one step in the process though. The implementation of the call to action itself needs attention. If the design is poor or not clear, you may as well not have bothered with working out the logic. Often, the difference between a good call to action and a great one is in the design of the button. Below I’ve listed a few things one ought to keep in mind when designing a call to action button.
Colour
The purpose of a call to action button is to stand out. The best way of making an element more pronounced or prominent is in its colour. Be sure to make the colour of the button different to the rest of the page, with a strong contrasting presence.
The sign-up button below is a strong green colour, which effectively contrasts the blue used for the other elements.
Location, location, location!
Okay, so you’ve got the colour sorted and the button is looking hot. The next step is to make sure it’s positioned in a logical place, where the user can easily see it, without effort. Anything less would be the equivalent of building a mansion next to a rubbish tip.
The position will depend on the design of the page as a whole. Generally, it’s advisable to keep such buttons above the fold, yet this is merely a guide as opposed to a rule. Some of the most effective calls to action are positioned at the bottom of a page. What is important, however, is making sure that the button is positioned in the most logical place given the context of the page.
Language: talk to me
The language used for the call to action button needs to be short, clear and to the point. A user needs to understand, without thinking, what is being conveyed. If the user is confused, there is less chance of them progressing with the relevant call to action. Action verbs, such as ‘sign-up, download, go, continue, join now’ are good examples of what should be considered on a call to action button.
It’s true people, size matters.
Over the years, a debate has raged on whether size matters. When it comes to call to action buttons, I can assure you, size does matter. Think about it, the bigger the button, the more likely a user is to click on it. Obviously, the size of the button should not be to the detriment of the design. A guide I tend to use is to make sure the call to action button is noticeably bigger than any other button on the page.
Give it space
From time to time, we all need space. A call to action button, however, always needs space. A call to action button cannot be cramped by imposing influences. It needs room to breathe.
As well as creating space around the button, it’s advisable to provide padding between the text and the border, ensuring the message is easily deciphered.
If you keep these 5 tips in mind, people will be clicking on your call to action buttons in no time!
tags:
Online Marketing
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