Now, break your visual patterns
In your design, emphasizing your call to action can be easily achieved by using contrast. I’m not talking about just color contrast, but a contrast in size, boldness, space or even position.
Some techniques work better for some people and may not even affect another group of visitors. So, the best idea is to combine at least a few of them.
For example, your call to action can be placed on a contrasting background and the title font set in bold. Additionally, you can add some extra space around it to make a bigger content/space contrast.
Using white space is a great way to make something more prominent without adding more noise to your design. By simply creating more space around something, you separate it from the rest of the content. That separation and a clear layout break can quickly draw the user’s eye.
You can also break your grid if your design is set on a layout grid.
Layout grid is a common design tool used by web designers these days. It’s a good topic for a whole new episode, and Rafal covered this concept deeper in his ebook, The Essential Web Design Handbook, if you’re interested in learning more about it.
For now, all you need to know is that a grid is nothing more than just an invisible web of vertical and horizontal lines that dictate your entire layout.
By placing all your content elements along those lines, you can create an organized and consistent design structure throughout the entire page. It helps to create a visual pattern in your website layout.
Breaking that grid will make your call to action stand out. It’s that simple. Just by positioning a certain element loose on the grid will put more emphasis on it.
Our eyes love patterns and we follow them. Every human eye will catch such a distraction in a perfectly designed layout.
And that, my friends, is how you get your visitor’s attention.
Now stick around for this week’s hyper-specific call to action.
Call to action
Here is this week’s call to action:
Open up your website …
Take a look at it. What visual patterns do you see? Don’t spend any time judging yet. Just look. Get a feel for it.
Next, focus on your calls to action. What jumps out about them? How do they fit in with the visual patterns on your site? Do they fit in too much? Do they clearly stand out? In other words, why is your eye drawn to them — or, conversely, why is your eye NOT drawn to them?
Take what you learned from Rafal’s insight and use it to make your CTAs stand out more. Perhaps it’s adding more contrast. Perhaps it’s adding more white space around it. Perhaps it’s moving a sales page CTA further down the page — so you’re not asking for the sale before someone is ready to move forward.
Look at your site, analyze the patterns … and then break them. Do this for at least one call to action. Then track it.