Call to action is a vital element in web design. It is a proven marketing technique used widely in the design of websites as well as blogs. Call to action directs a user to do something or perform an action which is often a step towards the purchase of a product or service.

Examples of call to action on a website include:

• Register now
• Apply today
• Make an enquiry

It is important to integrate the action effectively into your web design. Professionally designed prominent Call to action can contribute to the success of your website and improve sales and leads for your company. A promotional campaign for an excellent product can still result in poor response if proper call to action elements are lacking.

10 Call to action techniques in Web design:

Given below are 10 commonly used ‘call to action’ techniques in web design. The following techniques can help you to create powerful call to actions on your website or other promotional campaigns. You can see these techniques in action on 7 Well Designed Call to Action Examples.

1. Offer a deadline

This is one of the oldest and most effective marketing techniques. Offering a deadline on a promotion encourages people to respond immediately. This can be done in a number of ways such as offering discount on all orders before a given date or free delivery or extra loyalty points on all purchases before a given date.

2. Offer something for free

Free gifts tend to attract most customers. Offering something for free can encourage customers to complete a call to action on your website. Free offerings can include discounts, free gift or vouchers. You can also offer free gifts to the first few responses only, thereby creating a sense of urgency.

3. Full Money back or return guarantees

Most customers are concerned with the risks associated with a product or service, should it fail to meet their expectations. Customers would like to reduce this risk as much as possible. Offering a free trial period or a no frills attached return period can help reduce this risk and encourage customer to make a purchase.

4. Advise customers of forthcoming price increases

A majority of the consumers are attracted by good deals. Making your customers aware of a forthcoming price release can encourage them to order a product or service in time to avail of the favourable price. This should however be done in genuine cases only otherwise it can damage brand loyalty.

5. Make the benefits clear

It is important to ensure the benefits of completing a call to action are easily evident to the customer. A commonly used and simple technique is to present the benefits together with the call to action on a page. Take the Google Adwords website for example where the main benefits of the service (Attract more customers) is clearly described next to the ‘Try Adwords Now’ call to action button.

6. Use active language

It is important to use positive active words in all your call to actions. You should try to avoid negative words at all costs and focus on active words only. Following are some examples of effective active call to actions that encourage users to respond:

• Call now
• Buy Now
• Sign up today
• Take a tour

7. Display in a prominent place

Where you place call to action on your website is one of the most important factors in determining its success. It is advisable to place it towards the top of the page compared to the bottom where it will only be visible on scrolling down. This is commonly referred to ‘placing above the fold’. It should also be clearly visible. Making it too small is not recommended.

Take a look at Salesforce.com’s example below where call to action is placed prominently as the main billboard graphic on the homepage followed by other call to action elements below.

8. Get the design right

Well designed call to action elements on your website will improve conversions manifold. The trend these days seem to be to use large buttons or billboard graphics as your call to action instead of tiny buttons or simple text links.

Another tip is to avoid clutter by using sufficient white space around your call to action. Use of the right contrast against the background can also help improve its visibility. If the background is light then a dark call to action button will stand out more and vice versa.

9. Use call to action on every page

Where feasible, call to actions should be included on all pages of your website. Call to action does not have to be same on all pages and it can be different if relevant. It is also important to be consistent. To avoid confusion It is better to position call to actions in the same place on multiple pages.

10. Offer necessary feedback

Appropriate feedback should be offered whenever a customer completes a call to action on your website. The immediate feedback can be in the form of a simple success message on the screen or an automated email confirmation. Finally, all enquiries should be followed through as advertised. If a customer has signed up for a monthly newsletter then it important to ensure they receive one very month.

Discussed above are 10 effective “call to action techniques” used in web design. You are however not limited to the ones listed above. Creative web designers are always introducing new ways to improve conversion rates on the website.

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