User experience guidelines
3. Ensure that users know what action to take on your site
Users should always know what action to take next on your site. When a user lands on your page it should be very clear what they should pay attention to first, second, and so on. There should also be a clear next action for them to take whether it's clicking “buy” to make a purchase or reading a related article.Tips:
Consider these points when creating meaningful calls to action:
- Emphasis: Give emphasis to the call to action by its size, color, contrast and/or use of white space.
- Simple: Don’t clutter your page with too many different actions. Really think about what you want your users to do and prioritize those actions in your design.
- Incentive: Give an incentive to take action. This can be seen in discounts, gifts, raffle entry or access to more content
- Proximity: Make sure your call to action is in a logical placement on the page. For example, if the page features an article, you may want to put the call to action below the article.
- Consistency: Have your call to action show throughout the site and keep its appearance consistent.