Engaging your audience with a considered UI
Having ‘good user interface’ is when your website makes it easy for your visitors to navigate and engage with. It’s made up of your website’s flow, layout, functionality, hierarchy, logic and visual appeal to name just a few factors.
Your ‘call to action buttons’ are a vital element in this mix. These need to be clear and enticing to tell your visitor what you’d like them to do – whether it’s to buy something, sign up for your newsletter, donate to a cause or whatever action you’d like them to take.
Their effectiveness is influenced by their size, colour, contrast with other elements on the page, position, the words you use on the actual button and the copy that’s near it.
Let’s focus for a moment on the copy on the call to action buttons. An effective call to action button is clear and confident (e.g. ‘Get a free quote now’, ‘Take a tour’, ‘Download now’). It often begins with a verb to invoke action, and may include words like ‘now’ or ‘today’ to communicate urgency.
Your call to action button can also reinforce the value your visitor will gain by clicking on it. Examples include ‘Save now’, ‘Claim your 20% discount’, ‘Sign up for unlimited access’. These types of buttons typically generate a much stronger response than a generic, ‘Click here’.