In our 8 year experience doing all sorts of web tricks, we learned many important things, but none of then as important as the fundamental role of the call-to-action in user experience.

The thing reminds me those funny commercials of the sixities where the presenter talked about the product for 25 seconds and then made a strong imperative statement such as “Go and buy it!” or “Use it, you won’t regret!”.

Then, marketers found out that something was wrong and tried to communicate a subtler message, sometimes to the point that a commercial is so abstract that the consumer doesn’t know what to do next. Questions such as “OK, I like it, but where do I buy it?” o “Is there more information elsewhere?” became the standard.

With the web, we have the possibility to take both the best of both worlds. Give the user some content that is actually valuable for them and then provide a call-to-action that the user can choose to follow.

Our “Content Flow Driven Design” methodology excels at this. We help your business to find out what’s the content that is more valuable to your customer and design the right flows to lead this user to that content. Then, after the user already extracted value from the experience, we propose a call-to-action that would reduce the gap between the user and your company.