Improving your Calls to Action

Jared Spool talks about Calls to Action with Paul Boag:

… you have to be clear on what clicking that link is going to deliver. You have to mitigate any risk, so you have to have message that says “look, we’re not signing you up to be trapped into something. This is safe.” And then when you get to the next page, it can’t have any surprises on it. It can’t suddenly be asking for things that are unrelated, it can’t appear to have 6 more steps to get the thing done.

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