This document discusses calls-to-action (CTAs). It defines a CTA as an image or text that prompts visitors, leads, and customers to take action, such as buying a product, downloading content, or signing up. The document discusses different placements for CTAs on websites and in marketing materials. It provides tips for making CTAs effective, such as using prominent placement, clear wording, and testing different designs. The document advises testing CTAs frequently and customizing the copy and design to keep CTAs converting visitors into customers.

2. What is a CTA?
o A call-to-action (usually abbreviated as CTA) is an image or line of text that prompts your
visitors, leads, and customers to take action. It is, quite literally, a "call" to take an "action.”
o The action you want people to take could be anything: buy a product, download an ebook,
sign up for a webinar, get a coupon, attend an event, etc. A CTA can be placed anywhere in
your marketing -- on your website, in an ebook, in an email, or even at the end of a blog post.

3. How can I present a CTA?
1. Primary (above the fold) CTA
2. Slide-In
3. Sidebar
4. Pop-up
5. Exit
6. Timed
7. On-Scroll

4. Effective CTA’s thoughts
1. Created with a specific stage in the sales cycle in mind.
2. Size Matters: Make Your CTA Big (sometimes)
3. Spatial Effect: Give it Room to Breathe
4. Give it Prominent Placement
5. Contrast Is Key
6. Add Hover Effect (css magic)
7. Embrace Unconventional Shapes (ghost buttons)
8. Create a Sense of Direction (the classic arrow)
9. Focus on text, people read it. (wording that is clear, specific, and action-oriented)
10. CTA A/B Testing (let’s do it)
11. What input fields do I need?
12. Security and Credibility

5. How to keep it converting
Don’t be scared of using too many CTA’s
Write custom copy
Update the design
Try new placements
Update CTAs for relevancy
Experiment with “smart CTA’s”

6. Social Penetration Theory
Quotes from Trent Walton’s “Human Interest” Article
http://trentwalton.com/2013/08/12/human-interest/
o For relationships to evolve, there must be mutual disclosure and trust.
o Definition: As relationships develop, interpersonal communication moves from relatively shallow, non-
intimate levels to deeper, more intimate ones. […] It can also be defined as the process of developing
deeper intimacy with another person through mutual self-disclosure and other forms of vulnerability.
o Online relationships are no different, and we should aspire to design interfaces that recognize users are
humans by mirroring this natural process of relationship building.
o “I think there are a lot of cases on the web where assumptions start at the opposite end of the spectrum,
and our behavior online would be considered intrusive and shallow in real life.”
o The only way to build is with real people in mind. They’d rather be with their families than deleting emails.
They’d rather not mine a cluttered layout for content. They start off not knowing you and not caring, but if
they detect a hint of grace and respect you just might have something upon which to build a relationship.

7. Final Thoughts & Questions