By Joseph Suarez
Add that item to your cart? Download a 30-day trial demo? Sign up for our monthly newsletter? Anytime we are called to act on the web, we are being asked to make a decision whether or not to fulfill the intended goal of the site owner. Web designers refer to such an attempt as a “call to action,” a sales and marketing term referring to any prompt or trigger leading toward a sale. But don’t let the salesmen approach deceive you, as they could also easily benefit eLearning professionals as well.
When designed correctly, the call to action stands out from the rest of the page to help draw the user in. Dropbox.com is a great example of a well-designed call to action landing page. The main call to action is to download Dropbox, which is backed up by the call to watch a video.
A subtle call to action statement invites us to “meet the team.” When we click on any portrait, we are shown an overlay with that person’s bio plus the option to cycle to other team members. This creates a beautifully simple yet effective call to action statement, leading to an interactive experience. Note how it was only implied to click or tap each portrait, and not redundantly stated.
The call to action in this example is made distinct by its location in the center of the page. Whether just plain-text instructions or links and buttons, calls to action work best when they’re visually distinctive from the rest of the surrounding content through the following contrasting techniques:
- Animation effect (subtle)
An appropriate call to action better ensures the learner won’t be left wondering what to do next. If there is some interaction to complete before clicking the Next button, that call should be clearly established. Consider also indicating when the Next button is safe to click. The default Articulate course player does this nicely by subtly flashing the next button when each slide is complete.
Technically, any button or link used in eLearning could be considered a call to action. Sometimes they are almost impossible to miss, like a button to submit an answer in a knowledge check. Often however, sections of eLearning content become crowded for space and messages can be missed. In these cases, it may be beneficial to take some cues from web design trends and apply some calls to action that are difficult to miss.
What types of calls to action have you seen or used?