User acquisition and the importance of clear calls to action

User acquisition and marketing are critical for the success of a product, and even more so at the beginning stage of the product lifecycle. Part of driving that success is having very clear calls to action, especially around asking users to sign up, watch something or try your product.

Here are some items to take into consideration when designing and incorporating calls to action. The most common form of generating a acquisition funnel is the landing page which most of the below applies to:

Color: Use bright, contrasting colors on buttons or text to make the call to action stand our against your standard color palette

Position: Primary calls to action (try, sign up, watch, etc) should be toward the top of the page and above the fold to grab a user’s attention

Repetition: Repeating the call to action again below the fold can help increase conversion significantly

Consistency: All calls to action should have the same color and design so there is visual consistency to help users recognize actions they can take (button, text, styling, etc)

Copy: Use words or phrases representative of the action you want users to take. Do you want them to “Watch x” “Try x” “Sign up.” Try avoid using plain calls such as “Click Here,” “Click Me,” etc.

Based on the above, some examples of products that do a great job with calls to action are:

  • MailChimp
  • Dropbox
  • Twitter
  • Dribbble
  • Gumroad
  • Salesloft
  • Mailbox

If you have any other recommendations drop them in the comments below.


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