The third aspect of “Intentional Web Design” is that of the ‘call to action’. This piece encourages the consumer to take the next step toward fulfilling your site objective. The call to action, or CTA, is a crucial element in any web design, as it conveys the goal of the site in a simple way. For example, the purpose of an e-commerce site is to sell products; thus, the CTA should guide the consumer to making a purchase by communicating things like “Buy now!” or “Sale ends tomorrow!” or “20% off!” If you think back to our cookie example from Part I, the CTA is like the chips in a homemade chocolate chip cookie; it’s the reason you snitch the cookie off the cooling rack. And that’s what a good CTA will do–convince the consumer to act.
It can be difficult to get potential consumers to behave how you’d like them to. Let’s consider an e-commerce site again. In an ideal world, your prospect would visit your site, browse your products, make a selection, then complete the purchase all in a matter of minutes. But it rarely happens that way. Website users click around, add things to their cart and then forget about them, and may even leave your site altogether without completing a purchase. However, a compelling CTA will help you turn more prospects into purchasers. And just like every aspect of “Intentional Web Design” or IWD, a CTA that is specific to your industry, your brand, and your audience is sure to be the highest performing option.
So what makes a strong CTA? Conveying benefits to the consumer is the basis of the call to action. A powerful command verb like “buy”, “download”, or “subscribe” would be a great place to start. The copy should be enthusiastic and provoke emotion. It should inspire the user to keep moving right along the path to completetion. Another solid practice is to incorporate numbers when possible. Including a price, “Only $50!” or percentage, “25% off!” is sure to grab the user’s attention and motivate them to continue. But no matter the words or numbers you choose, the CTA should tell people what to do next on your site in a simple and clearly defined way.
Let’s take a look at the Bliz Active Eyewear site again*. On both their home page (pictured top) and on the Ultra Lens page (pictured bottom) you’ll notice that they spell out exactly where the user should start. The Ultra Lens page does a beautiful job in guiding the user down the path to purchasing with an easy to follow CTA. The user can view the product, special features, read testimonials, and most importantly “Select Model & Buy”. The CTA clearly leads the user to the objective of the site: to purchase Bliz eyewear.
The CTA is an integral piece of the marketing strategy for your site. When thoughtfully crafted with your brand and audience in mind, we believe it has the power to increase your conversion rates, which will in turn lead to more on the bottom line. And that’s the end goal, right?
Coming up next in Part IV of our series on “Intentional Web Design,” we’ll discuss the final piece to the puzzle: Creating Brand Trust. If you missed them, be sure and check out Part I on the Importance of Design Concept and Part II on Disctinctive Design Elements.
What to learn more about “Best Practices of Web Design”, check out our next posts:
Web Design Part 1 – The Importance of Design Concept
Web Design Part 2 – Distinctive Design Elements
Web Design Part 4 – Creating Brand Trust
*Please note that we are in no way affiliated with Bliz Eyewear, nor are we endorsing their products or company. The Bliz website simply exhibits quality design, and we are using them as an example for informational purposes only.