Calls to action-behavior call

Call to Action

This translates it as: A call to action, or a call to action by a user.

So what is a call to action? Let's take a look at some of the following examples:

In the supermarket, we often see some new products listed, will launch a free trial and low-cost promotional activities to stimulate, attract the user's purchase behavior. This is one of the calling of action.

Below are two pictures of the product sales model in the IKEA store, which calls the user's behavior through a soft and thoughtful language, "Please lie down and try" and "open the drawer to see". After a trial experience, the user can be transformed into your real customer.

And in decathlon Mall, use the "Please try to wear me" to summon the user.

In real life, an arrow, an icon, or a word, can call a user's behavior.

And in the Internet will have the same effect, it exists in the button, link text, icons and many other elements, the right and reasonable use of action calls, can bring you higher conversion rate and benefits.

Let's take the button for example:

Buttons that have different shapes and manifestations. If a button can force or motivate the user to take action, then it is a valid button. The more you click on the button, the more opportunities you will have to turn the user into a customer.

How can you design a button that has the ability to call behavior?

1. Use gradients, shadows, rounded corners to make your buttons look more lifelike

Gradients, shadows, rounded corners make your buttons look like stereo buttons, and users can better perceive and press. Users in real life also need to press the button often, such as switch lights, turn on the computer, knocking on the keyboard and so on. So when users see this three-dimensional button, they know how to do it.

The following figure looks at the "User login" and "Buy a monthly Package" button in the pay channel, too flat design, it seems not easy to find and recognize, triggering the user's click Desire, its ability to call the behavior will be weaker.

2, the use of high contrast color

A button that forces or motivates a user to click can be immediately recognized and recognized. The key to easy identification, however, is that the color of the button and the color of the text on the button are very high contrast and contrast.

The following image is a compact version of the Thunderbolt download, the button on the "Free download immediately" and the button background are used dark text, contrast is not strong enough, so that the button does not look so refreshing.

3, make the button bigger, but not too big

button and button text should be appropriate to larger, so that a better understanding. But not too large, too large button will also enable users to disperse from his task.

The next image on the left for Tencent Weibo release, on the right for Sina Weibo release.

4, the use of a sense of urgency and immediacy of the text

Immediately, immediately, now, immediately, and so on with a sense of urgency and immediacy of the text, will be better to force the user action. These will create a feeling of nervousness, excitement, and excitement for your users. Emotion plays a very important role in marketing and design.

The following picture of the application, Taobao immediately buy and thunderbolt immediately download:

5. Soft behavior Words

For products that are not well understood, users will not necessarily buy them without trial. Many sites in the user has not yet understood his products, on the home page to ask users to buy its products. Don't immediately put all bets in one place. Use soft behavior words and allow users to try or view their features before asking if they want to buy them.

such as the application of cool hospital line, users can "see for free", and then decide whether to buy:

6. Increase function Predictability (affordance) arrows or icons

Adding a visible arrow will feel more like an action. The arrow on the button can be communicated to the user, and this button will take him to another place. Using a descriptive icon on the button, you can match the behavior, and you'll feel what I'm clicking on is what I want to get.

The following figure QQ Open Member button, the right arrow to convey to the user to take you to open the member; the right Jingdong mall shopping, the goods into the shopping cart button, button on the icon and behavior matching, more good to attract and show the user the current operation.

7, increase the mouse to move up the effect

Visual changes when the user moves the mouse over the button can also motivate the user to click. Changing the color gradient is a good way to do it. But at least the mouse cursor should be changed from the usual arrows to the hand type. This is a standard cursor that lets the user know that it is clickable and gives the user better feedback.

8. The button is placed above and below the first screen split line

If the page has a scroll bar, it is a good way to display a button above and below the first screen split line. Most spend a lot of time on the first screen split line, while most users end up following the browsing context. After the user has read the following, no need to scroll to the first screen, still can operate.

Following the application of the link, the action button appears on the first screen and at the bottom of the page:

https://www.mint.com/(Financial management application)

http://inst.ag/(Instagram photo sharing)

The link text connection is similar to the button, except that the background is missing and is underlined to show its clickable nature. The behavior on the button on the call characteristics also apply to the text, the following map dot net content of the bottom link "not finished, continue reading →", through the text and icon to call the user to continue reading.

The user's call to action also exists in many elements and interactions, such as the iphone's sliding unlock, half cover effect, and so on.

The buttons, text connections, and dynamic behavioral interactions that have strong behavioral calls need more thinking, and this is only for reference. Also, if you want to do more to increase the conversion rate of your buttons, you can use a/b test to test the effect of your button or connection.

Article Source: Thunder cued