the immense cluster of websites being born every day we are constantly bombarded with things to buy, see, try out, register to. I am asking, who really is Mr “Call to Action” and why is it so important to have him in the online crowd today. As a regular internet user, I come across websites that are searching or have clearly lost their Mr “Call to Action.” Others have found him and today they are probably quoted as the most popular web pages out there. I am here to tell you my observations on what grabs the attention of the user, what makes the user perform an action by clicking on a specific button and how you can find your Mr “Call to Action.” To break it down for you, I will start by specifying the term “Call to action.” In web design terms – it is a name used for an element that seeks an action from a user. It usually is in the form of a clickable button and when clicked it performs an action, such as “Register.”

1. Mr “Call to Action” is seductive

When landing on some web page you should be seduced by the call to action. This should be valid even after having a few drinks. This means that your statement should be large in size, with a great contrast, different from all other elements and very special. I made a little experiment, which I tested among a small focus group. I sent out a web page and asked them to define their Mr “Call to Action” for me. Results showed that the most seductive element when landing on oreilly.com is the cute animal on the left side of the page. This is a good example in which the action button gets lost in the mist of cuteness.

2. Your Mr “Call to Action” should be loud and screaming

Despite the popular belief that talking out loud is not polite in public, your Mr “Call to Action” should be screaming in your face once you land on a page. For the most part, you should have your action in a large size, in a visible position on the page and should be inviting you to click. If you open the new Nexus 5 promotional landing page, you will instantly get seduced and screamed at by the “Buy now” button, which stands so distinctively on the right side corner. See how the image points exactly towards the action button? This is no coincidence, visuals can play a big role in pointing you towards the right direction.

3. Give an attractive name to your Mr Action

Think about all the popular names that you come across very often. To give you an example, I will start my asking you how many times you have been acquainted to Maria? Now think about how many times have you seen an action button, which tells you to “Buy now.” How would you react if the button told you to “Buy now, it will make you smile?” This will surely make you think about smiling, since it is not something that you usually see. Although, I think that the name of your Mister should be cool and very different, I am afraid that most users will sticks to familiar call to actions. Your Mr “Call to Action” should not bewilder users, in fact it should create a sense of urgency.Give a name that will create a sense of urgency, which will encourage users to click.

4. Your Mr “Call to Action” should always tell the truth

Speaking about bewildering the public I took a walk on a landing page, which advertises Pinterest’s new feature “Place Boards.” I was wondering why I didn’t come across this new functionality beforehand and found out that I seldom click on the menu bar in Pinterest. Since I get my dose of fresh pins every time I open the web page, I never actually felt the need to look for new boards from the main menu. Moreover, landing on the page where you can read the story behind this new feature, I got even more puzzled. It took me some time to understand that this is a recruitment page for Pinterest creatives and that the call to action, which says “Careers in creatives” asks me to join their team. So, if you are on a journey of finding your Mr “Call to Action,” remember to think about how well you are going to shape him for the public. Don’t forget that he should be seductive, loud and extremely attractive. Also make sure he always tells the truth, since this way you will make others “fall in love” with him instantly.

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