m11 call to action

Screen Purpose in Software Design

  • Every screen on software should serve a specific purpose.
  • If the purpose is for the user to take action, the call to action (CTA) must be clear and direct.

Importance of Call to Action

  • A call to action is not just a directive; it informs users about the expected outcome after they take action.
  • It should not be viewed in isolation; the overall content on the page must support and lead towards the CTA.
Examples of Effective CTAs
  • Dropbox:
    • Uses strap lines, supporting text, and buttons that work harmoniously to guide users.
  • Basecamp:
    • Provides CTAs that are informative and persuasive, rather than dull (e.g., instead of "next" or "submit").
    • Example: After clicking a button, users are led to start a free trial and are encouraged by the notion of increased productivity.
  • N26 (German digital bank):
    • Clearly states the outcome of clicking a button, which is the initiation of opening a bank account for free.
Clarity and Predictability in CTAs
  • Clarity is essential; all actions should clearly indicate the next steps.
  • Examples of good practice include food delivery websites and the UX Design Institute’s purchase page.

Asking for the Sale

  • It is crucial to explicitly ask for the sale.
  • Example scenario:
    • The Irish Blood Transfusion Service is in need of blood donations.
    • They indicate a need for an additional 2,000 donations in October.
    • The expectation is that the process to become a donor should be straightforward (i.e., clicking on “become a donor”).
Poor CTA Experience Example
  • Clicking on "become a donor" does not direct users to the expected process to register as a donor.
  • Instead, it leads to a page with multiple options, none of which facilitate immediate registration.
  • Selecting the “Find a clinic” option does not result in appointment booking capabilities.
    • Users are left with a non-clickable phone number, which is a poor mobile optimization.
    • There is no online booking system available, forcing users to make a call instead.
    • There exists a misleading "book an appointment" link that serves only regular donors already logged in.
Successful Implementation by Other Organizations
  • In contrast, The UK Blood Donation Service has a clear CTA on its homepage:
    • It facilitates a smooth process for users to register details and book an appointment, accomplishing this in under a minute.

Summary of Effective Calls to Action

  • A well-structured call to action informs users what they should do and why they should do it.
  • It also effectively communicates what happens next after the action is taken.