Some Stuff About User Experience, eCommerce, Social Media & etc.

Why Users Click Right Call to Actions More Than Left Ones

How you design your call to action but­tons can affect whether users click them or not. Most design­ers focus on how their call to action but­tons look. But where you place your call to actions is also some­thing you should think about.

This is because users view home pages in a par­tic­u­lar pat­tern. The home page focal point is the large cen­ter area that users first see when they enter your web­site. It dom­i­nates the top fold of your home page and holds your call to action. When you place your call to action in the area where users look last, you’ll get users to click your call to actions more often.

Ter­mi­nal Area

A home page focal point often has a prod­uct image, head­line, sup­port­ing text and a call to action but­ton. Users will look at your head­line, sup­port­ing text and prod­uct image to learn about your prod­uct. How­ever, after they’re done learn­ing about your prod­uct, they need to see your call to action but­ton so that they can take action. Putting your call to action in the ter­mi­nal area makes it quick and easy for users to click your but­ton because it’s in the area where their view­ing pat­tern ends.

The ter­mi­nal area is the bot­tom right area of your home page focal point. It comes from the Guten­berg dia­gram, an age-old con­cept devel­oped by Edmund C. Arnold. It’s com­monly used to opti­mize dis­plays that have a lim­ited num­ber of elements. It divides your dis­play into four areas. The pri­mary opti­cal area is at the top left, the strong fal­low area at the top right, the weak fal­low area at the bot­tom left, and the ter­mi­nal area at the bot­tom right. The user’s eyes nat­u­rally begin at the pri­mary opti­cal area and move across and down the dis­play in a series of sweeps to the ter­mi­nal area.

A but­ton in the ter­mi­nal area is a com­pelling call to action because it’s placed at the end of the user’s view­ing pat­tern. When it’s at the end of their view­ing pat­tern, users don’t have to look around to find your call to action but­ton. Putting your call to action but­ton in any other area could get you clicks, but not as effec­tively as putting it in the ter­mi­nal area.

Left vs. Right Call to Actions

There are many home page focal points that put their call to action but­tons in the bot­tom left area. This is the weak fal­low area that users pay the least atten­tion to. Users may sweep their eyes across your call to action but­ton, but they won’t fix­ate on it for long. When the user fin­ishes view­ing and ends at the ter­mi­nal area, they have to move their eyes back to the weak fal­low area to click the call to action but­ton. This not only forces users to move their eyes more, but going back to the weak fal­low area is an unnat­ural move­ment that goes against their view­ing rhythm. Call to actions belong in the ter­mi­nal area because they’re the last thing users need to see to take action.

The exam­ple below arranges the home page focal point ele­ments per­fectly. The head­line, which users read first, is in the pri­mary opti­cal area where users first look. The sup­port­ing text, which users read after the head­line, is in the strong fal­low area, where users move their eyes to sec­ond. The prod­uct image, which users look at after they read, is in the weak fal­low area. This is the best spot for the prod­uct image because images tend to get longer visual fix­a­tions. Plac­ing it in the weak fal­low area means that the image won’t get fix­ated on too long over other ele­ments. Each ele­ment is effi­ciently placed so that it fol­lows the user’s nat­ural view­ing pat­tern. A call to action in the ter­mi­nal area makes it quick and easy for users to take action.

The dif­fer­ence between a left and right call to action may only seem like its place­ment. But when you look deeper, where you place your call to actions can affect whether users click them or not. Know­ing this will allow you to pro­mote and dis­play your prod­uct in an effi­cient way that makes users act.

via: http://uxmovement.com/


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