Designing Call to Action: Users’ Perception of Different Characteristics

Authors

Thomas Mejtoft, Umeå University, Digital Media Lab, SwedenFollow
Jonathan Hedlund, Umeå University, Digital Media Lab, SwedenFollow
Helen Cripps, Edith Cowan University, School of Business and Law, Perth, AustraliaFollow
Ulrik Söderström, Umeå University, Digital Media Lab, SwedenFollow
Ole Norberg, Umeå University, Digital Media Lab, SwedenFollow

Abstract

This paper aims to provide guidance when designing a call to action in a digital system with the purpose to create an intended feeling and user engagement. The paper is based on a test of four different simple call to action constructions. The users clearly prefer constructions that have a high explainability and feels intuitive. Hence, the design should have a high level of transparency and show the user straight away what it demands from the user and what the result of the action is. Furthermore, the design should have a high usability to make it clear how to use the call to action.

Recommended Citation

Mejtoft, Thomas; Hedlund, Jonathan; Cripps, Helen; Söderström, Ulrik; and Norberg, Ole, "Designing Call to Action: Users’ Perception of Different Characteristics" (2021). BLED 2021 Proceedings. 35.
https://aisel.aisnet.org/bled2021/35