A “Call to Action” is marketing jargon for an action you wish you users to complete, for example “Sign up now” or “Add to cart”. Without them users will be confused about what you want them to exactly do on your website, but too many will frustrate users and possibly confuse them.
Below are some examples of good and bad calls to action.
Only 2 calls to action, but the login button fit in seamlessly with the layout (not taking attention away from the sign up, especially for new users). The page also only gives the information required to know what Facebook does, sign up in 1 click and login.
Note: the “Sign Up” button is the only green button on the page (it stands out like a sore thumb).
MySpace
6 Calls to action (too many), the user is somewhat overloaded with information. The tabs are inconsistent and link to unnecessary information.
Amazon
No clear login or sign up button (Seriously Amazon, you make it look like I am logged in but I’m not). However there is only 1 clear call to action (Search).
eBay
3 calls to action, essentially “Search”, “Register” and “login”.
Useful Links
Your Web Site Needs a Clear Call to Action
10 techniques for an effective ‘call to action’
Call To Action Buttons – Does Size Matter?
Web Design – Have You Forgotten the Call to Action?
