Call to Action
Wikipedia defines Call to Action as a banner, button, or some kind of graphic or text on a website meant to prompt a user to click it and continue down a conversion funnel. This is a great mechanism for inbound marketing and sales conversion.
How to get it right? If you study and observe closely the successful websites that have more inbound conversions, you’ll notice that almost all of them have placed their call-to-action buttons and graphics in the bottom-right section of the layout. The reason is scientific. Gutenburg Diagram explains well, the weightings of different screen regions, based on the Z-eye-scanning-movement. The “terminal area” in the diagram is something that the user will end upon after scanning and reading the heading and content. Hence, that area becomes the natural choice (as means of progression) for the user to click on something as the next logical step. Wizard type screens and pagination links are also most effective when placed on the bottom-right. (Prev, 1, 2, 3, …, Next)
The Tiny Advice:
Place “Call to Action” item(s) on the Right side of your Layout; preferably Bottom-Right.
More to read on the subject…
- Call to Action Buttons: Examples and Best Practices | Smashing Magazine
- 5 Real Life Examples of Fantastic Call-to-Action | HubSpot Blog
- Your Call to Action is Lame! | Unbounce
Vishal Mehta
Vishal Mehta is a usability professional who loves to play chess and has a strong eye for details. He's also the CEO of IDYeah Creations, a UX practice in Pune, India. Vishal is also a guest blogger on UXBooth, Technorati, BlogCritics, and SAP Community Network.
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