When we discuss User Experience (UX), we tend to prioritize design over text, often undervaluing the importance of copy. However, we firmly believe that well-crafted copy is equally, if not more, vital in guiding users through an application or website.
Among all elements, Calls to Action (CTAs) hold a position of utmost importance. Let's explore key considerations for writing effective CTAs, specifically focusing on button CTAs.
As users navigate an app or website, they instinctively seek ways to accomplish their goals. Ask yourself: "What does the user want at this stage of their journey?" This answer often forms the basis of a strong call to action. To assist in this, imagine yourself as the customer and complete the sentence, "I want to"...
Examples:
- For a Video Course Website: "I want to"... Answer: "Play this Video"
- In a Food App: "I want to"... Answer: "View this Dish"
- In an eCommerce Setting: "I want to"... Answer: "Pay by Card"
- On a Landing Page: "I want to"... Answer: "Download the Ebook"
After this exercise, refine your responses by trimming unnecessary words. Remember, space is a precious asset within an application, so strive for conciseness. We generally recommend two-word button CTAs, as this balance provides clarity without overwhelming detail. Consider the importance of additional context in decision-making when there are multiple options on a screen. For instance, "Cancel Order" versus "Cancel Subscription" may be necessary for clarity based on visual design.
We found that two-word button CTAs enhance user understanding by combining an 'action' and a 'subject'. For instance, "View Basket" delivers clearer direction compared to "View" alone.
While CTAs should prompt action, they shouldn't be overly forceful. Strive for a balanced tone.
Examples of Refined CTAs from the Exercise:
- "Play a Video" becomes "Play Video"
- "View a Dish" becomes "View Dish"
- "Pay by Card" remains "Pay by Card" (slightly exceeding the two-word rule, but 'by' adds valuable meaning)
- "Download the Ebook" becomes "Download Ebook"
Crafting effective CTA copy is a crucial aspect of enhancing user experiences. We hope these insights offer potential avenues to elevate your users' journey through improved CTA copywriting.