Designing for Call to Action
- 1. WHAT is
- 2. why are you here today?
- 3. We are all marketers now.
- 4. WHAT is
- 9. 9 In marketing, a call to action (CTA) is an instruction to the audience to provoke an immediate response
- 10. 10 In marketing, a call to action (CTA) is an instruction to the audience to provoke an immediate response
- 11. CALL TO ACTION Make your customers do what you want them to do.
- 13. CALL TO ACTION DESIGN is designing a process that strikes a note with your target users.
- 14. Curiosity Attention Interest Action Complete 14 CALL TO ACTION DESIGN
- 15. 15 But first. What’s most challenging in designing something for someone?
- 21. The one with the better conversions?
- 23. CRM Site
- 24. CRM Site
- 26. Don’t assume.
- 27. WHO are you really designing the site for?
- 28. #1. Remember you’re not your user
- 29. 29 #2. Users have something in common.
- 33. They also have the 4 ‘No’s. × No money × No time × No patience × No tolerance
- 34. “What’s in it for me?”
- 36. #3. Controlling loss matters too
- 37. 37 CALL TO ACTION DESIGN Advertisement Website Product Shopping Cart Transaction
- 39. Remember you’re not your user Understand your TA’s common behaviours Focus on both conversions and loss 39
- 40. Let’s talk about CTA design
- 43. 43 Business User
- 44. 44 Business User
- 46. Researching from business’s POV Business Research Solve the right problems Understand brand mission & vision Understand business model Understand current state & obstacles Analyse your competitors 46
- 48. Solve the right problems
- 49. Understand brand mission & vision
- 50. Limitations • Technology • Legislation Opportunities • Changes in user needs • Market changes Understand business model
- 51. Understand current state & obstacles
- 53. Researching from user’s POV User Research Who are your target audience? Understand their mental model Identify motivations, capabilities and trigger points Understand what users know and don’t know 53
- 55. Think of a switch.
- 58. Think about applying for visa @ the embassy
- 60. 60 Perceptions • Opinions / views • Positive / Negative associations Experience • Past experiences Needs • Current needs / pain points Values • Beliefs / biases
- 62. Motivation: Are there any? Sufficient to trigger actions? Ability: Knowledge level, abilities and obstacles? Trigger Point: Trigger a positive emotional response?
- 63. Why do we queue?
- 65. Level of Awareness • User totally doesn’t know there’s a problem. Completely Unaware • User knows there’s a problem but don’t know the solution.Problem-Aware • User knows solution but don’t know product provides solution.Solution-Aware • User knows product but isn’t sure if it’s suitable.Product-Aware • User knows product well, and just needs a deal.Most Aware 65
- 66. Amount of Information Completely Unaware Problem-Aware Solution-Aware Product-Aware Most Aware 66
- 68. 68 Business User
- 69. 69 Business : __________________ #1. Describe what you hope user to do in 1 sentence
- 70. 70 User : __________________ #1. Describe what user hopes to do in 1 sentence
- 72. 72 User : I just want to check out the site. Business : I want users to sign up or download app.
- 73. Let’s pick a site and try…
- 76. Attention Attraction Action Assistance Again
- 77. Activity: Good or bad? • Choose 1 site • Choose your 5A assessment points from the wall • Run through the site and discuss in your team: – Identify your TA – Identify your business and user goals – How this site perform well on CTA? – How can this site improve on CTA? • Time: 15 mins • Share your findings: 5 mins / team 77
- 78. • Stand in TA's perspectiveThink • Can your TA see the focusSee • Don't Make Me ThinkStraightforward • Evoke the right emotionsTrigger • Relatable to the goalsRelevance
- 81. 81 Thank you!