When it comes to the optimization of web design, we often focus on the obvious elements, such as content, color, size, typesetting, etc. However, as the analysis of logo optimization shows, deployment also plays an important role in the user experience. When building a website centered on user experience, the ultimate goal is to develop: An aesthetically satisfactory design. From the entry point to the transition point, it is easy to follow the customer journey. The content directly describes the pain of users and provides necessary solutions. In order to effectively form the user experience, one of the most important factors available in web design is induced clicking. The
If you missed Jon Penland’s recent article on best practices for guiding clicks, be sure to read it. It provides methods for designing buttons, why to use code instead of plug-ins, and tips on the importance of consistency to make it look like a button. If you understand CTA design best practices, we will review the results of the CTA deployment study. Expert assessment: where should CTA be placed? Different from the flag configuration proposition supported by only 2 studies, \
Let’s take a look at research and various methods, as well as the reasons for this ambiguity? Evaluation \1: parts that can be viewed without scrolling are folded down. Yes. This has played a great role in web design. Please put all important information at the top and minor information at the bottom. But that’s what a\/b testing and popular mapping tools tell us. We don’t always do that. This is the problem faced by the current CTA deployment. What did the experts find? Kissmetrics said that the placement of CTA must depend on the complexity of the page. For short pages with less information, it is recommended to put the CTA on the folder. For long pages that convey more complex and thorough investments, CTAs are more effective in sections that can be viewed without scrolling. The
They tried to prove this in the tests conducted on meclab. They compared the conversion rate differences between: Shorter homepage design, including distracted navigation bar, insufficient content value proposition, and induced click copywriting format in the upper right corner of the page. Longer home page design, including content that conveys a stronger, clearer, and more detailed value proposition. In addition, we also removed the interfering navigation function and placed a \
As kissmetrics explains, \
Very important. Therefore, there are not many problems (if any) about desktop to mobile CTA deployment. But what I can dig is: The
Mobile users have adapted to scrolling longer pages, but still have the tendency and preference to click on the top of the page. A few years ago, in a line of sight tracking study conducted by mediave, they wanted to know whether Google’s search behavior had changed for mobile users. What they found was: The parent natural search results still get more hits (including charges) than other results on the page. Although mobile users must scroll through paid advertising results, they are happy to scroll to find the results that Google considers most relevant. Only 7.4% of users clicked on the search results page, and they intentionally scrolled through the fourth natural list. I know this is not a CTA, but a search list, but I think the same logic applies. In other words, this sums up what most web designers already understand. Mobile users do not want to try to find the information that is most important to them. That is, it does not mean that you intentionally click the previous CTA at the top of the mobile page. Correlation is still required. But the less they do, the better. The
Male evaluation \3: left to right is the most dry result I can find in CTA deployment. In all arguments between CTA left or right layouts, the answer is \
The Dropbox website follows the principles of Gutenberg diagram. According to this theorem, the two points on the right (the first point and the end of \
The above results provide unclear and ambiguous guidance, but it is best to deploy CTA as much as possible according to the projects that the visitors think have a good response. Then a\/b test. Although CTA has logic about how and why it works in other places, we don’t always know how a particular audience will react, so intuitively,
Please don’t go. Tell you: did your intuition lead you astray in CTA deployment? Are you surprised by the a\/b test results? Label: request button action CTA
