This morning we designed an email to go out to our user-base with a very specific objective in mind: we want them to call us.
We went through a few design iterations, changing colors, adding borders, adding text, adding pictures, and wound up with something like this:
But then we looked at it and realized that our call to action was being lost and diluted by all the content on the page.
So we redesigned the email with this mantra: make the call to action impossible to miss. Here’s the newest version:
We deleted the sub-title, the alternate call to action, made the pictures smaller, the call to action bigger, got rid of the shading, and removed the second call to action at the bottom.
With this new design, I find it unlikely that anyone will fail to see the call to action or be confused about it.
Contrast that with the Novi page:
The team behind this one did a great job creating a site that is beautiful and makes them look like the next Google acquisition target, but it was painfully ineffective in accomplishing the main objective.
Its current goal is to take pre-orders, but the intended call to action is diluted by the content on the site, and the conversion rates are accordingly low. Here’s the entire page:
There is a red pre-order button in the top right, but there’s also a bunch of other stuff… so what, exactly, do they want me to do when I visit this site? Watch the video? Scroll down? Visit their Kickstarter campaign (which ended three months ago but is still hyperlinked)?
The site is certainly not designed to make the call to action impossible to miss, and as a result, lots of people are missing the call to action!
Audiences aren’t easy to come by, so if you have one, you want to be sure your message is unmistakably clear.
That means including as little information as possible to support the call to action and ensuring that the call to action is presented in as obvious way as it can be.
If I’m writing someone an email to someone and I really want them to do something, I’m going to make it as clear and obvious as possible. The message won’t be diluted with superfluous information. In fact, I just wrote an email to someone who I know is very busy, so I cut my message down to a few words and put them all in the subject line and just sent that (i.e. nothing in the body). I got a response in 15 minutes.
Users and potential users are busy people too, so if you want them to do something, it had better be clear, simple, and obvious, unlike the five paragraph emails I occasionally get that have action items ambiguously buried throughout the text.
Make it as easy as a checklist for them. Make clear, and make it impossible to miss.
Let me know what has worked for you in the comments!