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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

  1. 1. CREATING CLEAR CTAS
  2. 2. AHHH EUROPE.
  3. 3. [PICTURE OF CLOTHING]
  4. 4. [PICTURE OF CLOTHING]
  5. 5. [PICTURE OF CLOTHING]
  6. 6. [PICTURE OF CLOTHING]
  7. 7. AND THEN, THIS. 9
  8. 8. WHAT WAS I SUPPOSED TO DO? 12
  9. 9. HOW WAS I SUPPOSED TO GET OUT? 13
  10. 10. OMG, THAT PERSON IS RUNNING! 14
  11. 11. 15
  12. 12. THE SIGN WASN’T PREDICTABLE 16
  13. 13. MORE ON THAT IN A SECOND… 17
  14. 14. 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
  15. 15. THE FOUNDATION OF CTAS 19
  16. 16. MY WORKING THEORY OF WEBSITES 20
  17. 17. 1. WEBSITES REPRESENT THE OFFLINE WORLD 21
  18. 18. 22
  19. 19. 23
  20. 20. 2. COMMUNICATION SYSTEMS ARE BUILT IN THE OFFLINE WORLD 24
  21. 21. 3. SYSTEMS HAVE RULES 25
  22. 22. 26
  23. 23. 4. THEREFORE, RULES OF SYSTEMS ALSO APPLY TO WEBSITES 27
  24. 24. 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
  25. 25. A WEBSITE IS A COMMUNICATION TOOL 29
  26. 26. WEBSITE COMMUNICATION SHOULD END WITH ACTION 30
  27. 27. CTA 
 = 
 ASKING FOR ACTION 31
  28. 28. HOW TO BUILD A CTA 32
  29. 29. 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.
  30. 30. 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
  31. 31. 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
  32. 32. ANOTHER STORY ABOUT SIGNS 37
  33. 33. 38 IOWA CITY 
 NEXT 3 EXITS
  34. 34. 39 IOWA CITY
 ### CORALVILLE ### CAMPUS / DORMS
 ### HIGHWAY ACCESS
  35. 35. 40 IOWA CITY
 ### CORALVILLE ### CAMPUS / DORMS
 ### HIGHWAY ACCESS Exit numbers are actionable
  36. 36. 41 IOWA CITY
 CORALVILLE CAMPUS / DORMS
 HIGHWAY ACCESS
  37. 37. 42 IOWA CITY
 ### CORALVILLE ### CAMPUS / DORMS
 ### HIGHWAY ACCESS Gives context (it’s an exit) Green makes it discoverable Exit numbers are actionable
  38. 38. 43 IOWA CITY EXITS
 ### CORALVILLE ### CITY CENTER
 ### HIGHWAY ACCESS
  39. 39. 44 IOWA CITY
 ### CORALVILLE ### CAMPUS / DORMS
 ### HIGHWAY ACCESS Gives context (it’s an exit) Green makes it discoverable Is predictable Exit numbers are actionable
  40. 40. 45 IOWA CITY
 ### CORALVILLE ### CAMPUS / DORMS
 ### HIGHWAY ACCESS
  41. 41. 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
  42. 42. 47 IOWA CITY
 ### ### ###
  43. 43. 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
  44. 44. TO BE OPTIMAL, YOUR CTA SHOULD BE… 49
  45. 45. ACTIONABLE 50
  46. 46. ACTIONABLE 51 • Is the action stated? • Is the action clear / direct? • Is the completion of the action measurable?
  47. 47. 52 IOWA CITY
 ### CORALVILLE ### CAMPUS / DORMS
 ### HIGHWAY ACCESS Exit numbers are actionable
  48. 48. 53 IOWA CITY
 CORALVILLE CAMPUS / DORMS
 HIGHWAY ACCESS
  49. 49. “Download” is actionable
  50. 50. GET IN ON IT GET IN ON IT
  51. 51. DISCOVERABLE 56
  52. 52. DISCOVERABLE 57 • Is it visually enticing? • Does it stand out? • Does the rest of the page ‘lead’ to the action?
  53. 53. 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
  54. 54. 59 IOWA CITY EXITS
 XXX CORALVILLE XXX CITY CENTER
 XXX HIGHWAY ACCESS
  55. 55. “Download” is actionable Blue color is discoverable
  56. 56. DOWNLOAD WORDPRESS DOWNLOAD WORDPRESS
  57. 57. PREDICTABLE 62
  58. 58. 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?
  59. 59. 64 IOWA CITY
 ### CORALVILLE ### CAMPUS / DORMS
 ### HIGHWAY ACCESS Gives context (it’s an exit) Green makes it discoverable Is predictable Exit numbers are actionable
  60. 60. 65 IOWA CITY
 ### CORALVILLE ### CAMPUS / DORMS
 ### HIGHWAY ACCESS
  61. 61. 55 66 55
  62. 62. 67 55I55
  63. 63. “Download” is actionable Blue color is discoverable It looks like something you should click - predictable
  64. 64. DOWNLOAD NOW DOWNLOAD NOW
  65. 65. DOWNLOAD
  66. 66. CLEAR 71
  67. 67. CLEAR 72 • Is the path to complete the CTA expected? • Is the path frictionless? • Are there few enough options?
  68. 68. MORE ISN’T ALWAYS BETTER! 73
  69. 69. SHEENA IYENGAR MARK LEPPER 2000 74
  70. 70. TASTE 24 VARIETIES OF JAM, GET $1 OFF 75
  71. 71. TASTE 6 VARIETIES OF JAM, GET $1 OFF 76
  72. 72. THE RESULT 77
  73. 73. WOAH! 10X?! 78
  74. 74. 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
  75. 75. 80 IOWA CITY
 ### CORALVILLE ### CAMPUS / DORMS
 ### HIGHWAY ACCESS ### TO CALIFORNIA ### TO NEW YORK ### TO MINNESOTA ### KANSAS CITY
  76. 76. “Download” is actionable Blue color is discoverable Only one version option - clear path It looks like something you should click - predictable
  77. 77. DOWNLOAD 4.1 DOWNLOAD 4.0 DOWNLOAD 3.9 DOWNLOAD
  78. 78. “Download” is actionable Blue color is discoverable Only one version option - clear path It looks like something you should click - predictable
  79. 79. ACTIONABLE 84
  80. 80. DISCOVERABLE 85
  81. 81. PREDICTABLE 86
  82. 82. CLEAR 87
  83. 83. 88 I’M MENDEL @ifyouwillit mendel.me/presentations
  84. 84. I’M MENDEL 89 @ifyouwillit mendel.me/presentations

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