A Call to Action About Calls To Action
This one, good people, is based on lots of testing. Your CTAs, those hot-links, buttons and/or icons that lead your audience to a next step, should either be shrouded in mystery, teasing a next step (e.g., “Click Here to Make All Your Wildest Wishes Come True”) or prescriptively, 5th grade clear (“Click Here to Get a PDF of the Briefing Now”). And if you must offer two options (p.s., don’t do this, but I know some of you do and will) make the choice binary (i.e., do this and this will happen OR do this and this specific thing will happen).
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