Clear CTAs and the danger of giving users too many options
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Guilty of giving users too many choices? Few things clobber user experience more officially than option overload. Even if your site harbors the cleanest code, the sharpest design, and the most legit SEO, when it comes to guiding a user down the path to conversion, you’ve got to keep it simple. This session covers how to deliver a clear call to action (CTA)–whether that means nudging users toward a product/service page or teaching them how to grow gladiola bulbs. Strategically scale down your users’ choices, and you’ll boost site usability and quite possibly your bottom line.
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Clear CTAs and the danger of giving users too many options
- 2. AHHH EUROPE.
- 12. WHAT WAS I SUPPOSED TO DO? 12
- 13. HOW WAS I SUPPOSED TO GET OUT? 13
- 14. OMG, THAT PERSON IS RUNNING! 14
- 15. 15
- 17. MORE ON THAT IN A SECOND… 17
- 18. I’M MENDEL 18 Community outreach at GoDaddy From Austin, Texas Passionate about community, business, development, and travel Blogs frequently at mendel.me @ifyouwillit on Twitter
- 21. 1. WEBSITES REPRESENT THE OFFLINE WORLD 21
- 22. 22
- 23. 23
- 24. 2. COMMUNICATION SYSTEMS ARE BUILT IN THE OFFLINE WORLD 24
- 26. 26
- 27. 4. THEREFORE, RULES OF SYSTEMS ALSO APPLY TO WEBSITES 27
- 28. MY WORKING THEORY OF WEBSITES 28 • Websites represent the OFFLINE world • Communication systems are built in the OFFLINE world • Systems have rules • Therefore, rules of systems also apply to websites
- 29. A WEBSITE IS A COMMUNICATION TOOL 29
- 31. CTA = ASKING FOR ACTION 31
- 32. HOW TO BUILD A CTA 32
- 33. COMMUNICATING ACTIONS THROUGH THE WEB 33 Based on a business / org vision, cause, or mission Communicate the vision, cause, or mission Make it easy for a user to take contextually relevant action.
- 35. COMMUNICATING ACTIONS THROUGH THE WEB - EX. 35 MISSION: To democratize publishing through Open Source, GPL software WordPress is web software you can use to create a beautiful website, blog, or app. Download WordPress
- 36. COMMUNICATING ACTIONS THROUGH THE WEB 36 Communicate the vision, cause, or mission Make it easy for a user to take contextually relevant action. Based on a business / org vision, cause, or mission
- 38. 38 IOWA CITY NEXT 3 EXITS
- 39. 39 IOWA CITY ### CORALVILLE ### CAMPUS / DORMS ### HIGHWAY ACCESS
- 40. 40 IOWA CITY ### CORALVILLE ### CAMPUS / DORMS ### HIGHWAY ACCESS Exit numbers are actionable
- 41. 41 IOWA CITY CORALVILLE CAMPUS / DORMS HIGHWAY ACCESS
- 42. 42 IOWA CITY ### CORALVILLE ### CAMPUS / DORMS ### HIGHWAY ACCESS Gives context (it’s an exit) Green makes it discoverable Exit numbers are actionable
- 43. 43 IOWA CITY EXITS ### CORALVILLE ### CITY CENTER ### HIGHWAY ACCESS
- 44. 44 IOWA CITY ### CORALVILLE ### CAMPUS / DORMS ### HIGHWAY ACCESS Gives context (it’s an exit) Green makes it discoverable Is predictable Exit numbers are actionable
- 45. 45 IOWA CITY ### CORALVILLE ### CAMPUS / DORMS ### HIGHWAY ACCESS
- 46. 46 IOWA CITY ### CORALVILLE ### CAMPUS / DORMS ### HIGHWAY ACCESS Gives context (it’s an exit) Green makes it discoverable Is predictable Exit numbers are actionable Provides a clear path
- 48. 48 IOWA CITY ### CORALVILLE ### CAMPUS / DORMS ### HIGHWAY ACCESS Gives context (it’s an exit) Green makes it discoverable Is predictable Exit numbers are actionable Provides a clear path
- 49. TO BE OPTIMAL, YOUR CTA SHOULD BE… 49
- 50. ACTIONABLE 50
- 51. ACTIONABLE 51 • Is the action stated? • Is the action clear / direct? • Is the completion of the action measurable?
- 52. 52 IOWA CITY ### CORALVILLE ### CAMPUS / DORMS ### HIGHWAY ACCESS Exit numbers are actionable
- 53. 53 IOWA CITY CORALVILLE CAMPUS / DORMS HIGHWAY ACCESS
- 55. GET IN ON IT GET IN ON IT
- 56. DISCOVERABLE 56
- 57. DISCOVERABLE 57 • Is it visually enticing? • Does it stand out? • Does the rest of the page ‘lead’ to the action?
- 58. 58 IOWA CITY EXITS XXX CORALVILLE XXX CITY CENTER XXX HIGHWAY ACCESS Gives context (it’s an exit) Green makes it discoverable Exit numbers are actionable
- 59. 59 IOWA CITY EXITS XXX CORALVILLE XXX CITY CENTER XXX HIGHWAY ACCESS
- 60. “Download” is actionable Blue color is discoverable
- 62. PREDICTABLE 62
- 63. PREDICTABLE 63 • Does it look like a link or button? • Does it fit within the context of the content? • Is it in the expected place?
- 64. 64 IOWA CITY ### CORALVILLE ### CAMPUS / DORMS ### HIGHWAY ACCESS Gives context (it’s an exit) Green makes it discoverable Is predictable Exit numbers are actionable
- 65. 65 IOWA CITY ### CORALVILLE ### CAMPUS / DORMS ### HIGHWAY ACCESS
- 66. 55 66 55
- 67. 67 55I55
- 68. “Download” is actionable Blue color is discoverable It looks like something you should click - predictable
- 70. DOWNLOAD
- 71. CLEAR 71
- 72. CLEAR 72 • Is the path to complete the CTA expected? • Is the path frictionless? • Are there few enough options?
- 75. TASTE 24 VARIETIES OF JAM, GET $1 OFF 75
- 76. TASTE 6 VARIETIES OF JAM, GET $1 OFF 76
- 77. THE RESULT 77
- 78. WOAH! 10X?! 78
- 79. 79 IOWA CITY ### CORALVILLE ### CAMPUS / DORMS ### HIGHWAY ACCESS Gives context (it’s an exit) Green makes it discoverable Is predictable Exit numbers are actionable Provides a clear path
- 80. 80 IOWA CITY ### CORALVILLE ### CAMPUS / DORMS ### HIGHWAY ACCESS ### TO CALIFORNIA ### TO NEW YORK ### TO MINNESOTA ### KANSAS CITY
- 81. “Download” is actionable Blue color is discoverable Only one version option - clear path It looks like something you should click - predictable
- 82. DOWNLOAD 4.1 DOWNLOAD 4.0 DOWNLOAD 3.9 DOWNLOAD
- 83. “Download” is actionable Blue color is discoverable Only one version option - clear path It looks like something you should click - predictable
- 84. ACTIONABLE 84
- 85. DISCOVERABLE 85
- 86. PREDICTABLE 86
- 87. CLEAR 87