The Firefox download button dominates the page whilst additional information and reassurance surrounds it.
Call To Action Examples – How The Big Boys Do It
Prominent buttons, minimal steps and clear benefits. This is what successful websites incoporate into their call to actions.
Each of these three elements stimulate clickability, simplify the converison process and explain what the user will gain from taking the action.
There are loads of blog posts with examples of calls to action out there already, but we’re often asked for good examples, and having looked through some of the existing posts, they don’t do exactly what I want.
The aim of this post is to provide a list of examples without too much complication to give designers or SEO’s a quick point of reference and inspiration from some of the best designed calls to action on the interwebs.
If you’re looking for a comprehensive explanation of how various calls to action work, you can’t do much better than this PDF guide by Hub Spot.
WARNING: You may feel an intense desire to click some of these screenshots.
Buttons so good you just have to click them. Buttons give a sense that something is going to happen and differentiate themselves from other links on the page as special. The following design elements are commonly used to make buttons stand out.
- Additional space around them compared with other elements on the page
- Contrasting colours (Check out the opposites on a colour wheel)
- Design elements such as arrows or a person looking to draw attention to them
Reducing The Steps
Reducing the number of steps users have to take can significantly help improve conversions. In some cases sites add forms to collect information as prominently as possible. Typically these:
- Provide clear benefits of taking the action or submitting information
- Ask only for information which is essential for the initial signup/conversion
- Explain how any information will be used and provide reassurance that the data is safe
This example provides incentives to book online and makes it clear they’ll respond quickly. I hope to see more small businesses with landing pages like this soon.
Explaining what benefit the user will gain from taking the action is essential. Not providing a clear explanation is kind of like having a mystery box in a shop, where the user has to pay before they find out what they’ve got. And yes, taking an action is like paying money. Users are investing their time, energy and sometimes providing you with personal information. Ask yourself, why should someone complete the action and what are the benefits they are looking for by being on my site?
Visually, I don’t like Crazy Eggs call to action. But they do provide clear benefits with the text at the top explaining the product, then a video, accompanied by trust signals and links to more information, just in case you aren’t already convinced. Notably, the button itself uses a consistent “Show Me My Heatmap” throughout the site.
Just Do It
A good call to action is not the reserve of large multinational businesses. In my opinion, all websites should have a strong call to action. It’s all well and good ranking #1 for Purple Widgets, but if your users aren’t sure how to proceed, they’re less likely to contact you.
We want more. This is just a smattering of the examples I found. If you have some suggestions submit them in the comments below and if they look good I’ll include them. I’d really like to develop this further, so if you think there is anything I’ve missed, or your not sure about something, let me know.