Guilty of giving users too many choices? Few things clobber user experience more officially than option overload. Even if your site harbors the cleanest code, the sharpest design, and the most legit SEO, when it comes to guiding a user down the path to conversion, you’ve got to keep it simple.
This session covers how to deliver a clear call to action (CTA)–whether that means nudging users toward a product/service page or teaching them how to grow gladiola bulbs. Strategically scale down your users’ choices, and you’ll boost site usability and quite possibly your bottom line.
18. I’M
MENDEL
18
Community outreach at GoDaddy
From Austin, Texas
Passionate about community,
business, development, and travel
Blogs frequently at mendel.me
@ifyouwillit on Twitter
28. MY WORKING THEORY OF WEBSITES
28
• Websites represent the OFFLINE world
• Communication systems are built in the
OFFLINE world
• Systems have rules
• Therefore, rules of systems also apply to
websites
33. COMMUNICATING ACTIONS THROUGH THE WEB
33
Based on a business / org vision, cause, or mission
Communicate the vision, cause, or
mission
Make it easy for a user to take
contextually relevant action.
34.
35. COMMUNICATING ACTIONS THROUGH THE WEB - EX.
35
MISSION: To democratize publishing through Open
Source, GPL software
WordPress is web software you can use
to create a beautiful website, blog, or app.
Download WordPress
36. COMMUNICATING ACTIONS THROUGH THE WEB
36
Communicate the vision, cause, or
mission
Make it easy for a user to take
contextually relevant action.
Based on a business / org vision, cause, or mission
42. 42
IOWA CITY
### CORALVILLE
### CAMPUS / DORMS
### HIGHWAY ACCESS
Gives context (it’s an exit)
Green makes it discoverable
Exit numbers
are actionable
44. 44
IOWA CITY
### CORALVILLE
### CAMPUS / DORMS
### HIGHWAY ACCESS
Gives context (it’s an exit)
Green makes it discoverable Is predictable
Exit numbers
are actionable
46. 46
IOWA CITY
### CORALVILLE
### CAMPUS / DORMS
### HIGHWAY ACCESS
Gives context (it’s an exit)
Green makes it discoverable Is predictable
Exit numbers
are actionable
Provides a clear path
48. 48
IOWA CITY
### CORALVILLE
### CAMPUS / DORMS
### HIGHWAY ACCESS
Gives context (it’s an exit)
Green makes it discoverable Is predictable
Exit numbers
are actionable
Provides a clear path
57. DISCOVERABLE
57
• Is it visually enticing?
• Does it stand out?
• Does the rest of the page ‘lead’
to the action?
58. 58
IOWA CITY EXITS
XXX CORALVILLE
XXX CITY CENTER
XXX HIGHWAY ACCESS
Gives context (it’s an exit)
Green makes it discoverable
Exit numbers
are actionable
63. PREDICTABLE
63
• Does it look like a link or
button?
• Does it fit within the context of
the content?
• Is it in the expected place?
64. 64
IOWA CITY
### CORALVILLE
### CAMPUS / DORMS
### HIGHWAY ACCESS
Gives context (it’s an exit)
Green makes it discoverable Is predictable
Exit numbers
are actionable
79. 79
IOWA CITY
### CORALVILLE
### CAMPUS / DORMS
### HIGHWAY ACCESS
Gives context (it’s an exit)
Green makes it discoverable Is predictable
Exit numbers
are actionable
Provides a clear path
80. 80
IOWA CITY
### CORALVILLE
### CAMPUS / DORMS
### HIGHWAY ACCESS
### TO CALIFORNIA
### TO NEW YORK
### TO MINNESOTA
### KANSAS CITY
81. “Download” is
actionable
Blue color is
discoverable
Only one version
option - clear
path
It looks like
something you
should click -
predictable