Internal - Sample Call to Action Buttons

Sample Call to Action Buttons

Here are three examples of call to action buttons clipped from current websites.

1.) First is a newsletter signup form, (note the privacy link immediately adjacent). The fields demonstrate what information is required and partially shown is a link to view sample newsletters. The only other information required would be a statement of frequency. This particular call to action button has been extensively tested for effectiveness.

2.) We know that certain "sets" of information are required to make a purchase. No typical buyer would buy milk unless they knew it was fresh, had the right fat content and was pasteurized and homogenized. Text is assembled which addresses this information but often we need to link out to more specific pieces of information which would only clutter the content we are presenting. A common term for these questions are "points of resolution" and it is expected that users will jump out to the information and either complete the sale or more likely return to the prior page to read on. Below are three examples of "text calls to action" which also serve to answer informational questions clients may have. Note that all text hyperlinks need to start with the most important word and clearly explain what will be on the resulting page. Also, where applicable, title tags may be added to further explain the link. A Title tag has the same appearance as an Alt Tag. Title tags are curiously not used here.

3.) Lastly we see another site which has done extensive testing on usability and conversion effectiveness, Amazon.com. In particular, Amazon has done extensive testing on call to action buttons. Our feeling is that they overdo it however here is an example of their approach. Note that this is approximately 15% of this entire page. Color choices, text size and color and word choice have all been extensively researched as these characteristics have been show to have a marked impact upon sales. Note that each button clearly describes either a benefit or practice which serves the user. The second image below includes a "sense of urgency" with a clear benefit. Urgency is a strong tool in sales and they have combined it with some behavioral targeting: "Customers who bought this also bought". Amazon is well aware of the urgency component however they realize that overdoing it kills its effectiveness so they chose to include it with the behavioral targeting and a special price offer. Wisely done.

Questions - please call Todd Follansbee at 203.577.8578 or email todd@webmarketingresources.net

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