Digital definition: "Call to action"

We're obsessed with effectiveness i.e. making your website work for you. Your website has a purpose: to inform your audience about your services, or to sell to your target market. To accomplish these goals, your website has to convert users' interest into action.

By calling a user to take action, you're focusing their attention on your email's/web page's 'call to action' element.

The call to action is a long-standing marketing concept, one that has gained prominence in today's thinking about online experiences. We help you think about:

  • optimising layout to bring the 'call to action' button/link/element to the forefront, thereby increasing the likelihood that it will gain (and keep) users' attention
  • designing the call to action so that it has visual prominence
  • concise, active wording of the call to action
  • tracking and measuring the call to action's effectiveness, so that you can quickly update it if it's not working

Call to action examples

Marketing Sherpa wants to generate leads, and presents visitors to it's site with an e-newsletter sign-up form.

Staples's homepage draws visitors attention to the Apple products they're selling, and requests the prospective customer buy now.

Whereas Big W presents the visitor with lots of information about the product, and the most important element on the page let's them know they can add to cart.

UX (user experience) and CX (customer experience)

'Call to action' is a term you (should) hear when discussing your web/digital project's UX i.e. the online experience you present to your users. When you engage us to help you with your digital project's strategy we work with you to optimise the site's UX, including calls to action to convert interest into action.

Want to know more about how CX (customer experience) design can effectively generate leads and sales on your site? Let's have a chat.

Digital definitions series

This post is part of our digital definitions series, just click the digital definition tag for more.