In an article by Anthony Zinni of AssociaDirect, Anthony drops a few tips and tricks that we can use to evaluate our call-to-action statements from a marketing perspective. I think he finally simplified a method of which we can all relate to as consumers, not just business owners.
The following tips can help change a statement from static statements to clickable links!
Use Active Speech
Verbs are very powerful tools for your call to action. Some examples would include: Purchase, Download, Visit, Call, Register, Donate, etc…
Limit the Number of Actions
As a general rule you should have no more than three calls to action. The more choices you make for the viewer, the more likely they are to do nothing at all.
Create a Deadline
When people are not faced with a deadline it is far more likely that they will procrastinate. Instead you should encourage the viewer to act quickly, setting a deadline accomplishes this.
Don’t Forget the “Why”
Why are people inclined to follow your call to action? If it is because you can save them money an example could be: “Start Saving Money Now, Register Today”
Make Following Through Easy
Make sure that the process of following your call to action is easier than hearing it. Collect only the information you absolutely need and make it as short of a process as possible. People don’t like wasting time, and they hate giving away their personal information.
Place Visual Focus On It
This is where designers will start to tell you about placement, white space, contrast, size, and color. We use these foundations of design theory to make the call to action the focal point of your project. This ensures your audience quickly sees the call to action and follows through.
