How to Ensure your CTA Delivers

By Design, UX No Comments

A call to action (CTA) is one of the most important aspects of any marketing campaign. When done right, your CTA guides your visitors to take a meaningful step – whether that be a direct sale, a registration, downloading a piece of content, or becoming a new lead. Each CTA on your site should be well-placed, well-thought out, and well-executed to produce the desired results.

What Are CTAs and Why Are They important?

Without a CTA, there is no clearly defined action for your targeted customer to take and no way to measure the success of your content or campaign.

  • CTAs can be hyperlinked texts or buttons that lead to some sort of conversion.
Example: CTA as Linked Text
  • CTAs can incentivize a user to engage with a page, a product, a video, etc. if the button or link has compelling copy.
  • CTA placement, color, and copy can and should be A/B tested to ensure the greatest ROI possible.

How and where should CTAs be used on a website?

Too many CTAs can be overwhelming, and they lose their value. You always want to opt for quality over quantity.

  • Pick a primary CTA – this is the CTA that will hold the most value and will appear the most across the website and/or page.
Example: Primary CTA
  • Use bright and bold colors (as you brand’s design guidelines permit) for buttons. For example, the colors red, orange, yellow or white – depending on background, brand, and overall page design – can be be-catching.
Example: CTA Button on the Hero Image
  • Always place a CTA (and preferably a button) at the top of the page, or as we call it, in or near the “hero image.” If you cannot place the CTA on the “hero,” ensure you place it “above the fold” or “above the scroll.” You don’t want your customer to have to search for it. 
Example: CTA Above The Fold
  • The hero CTA should be the highest value conversion. If a form submission is the ultimate conversion for a page, then the CTA should link to the form, open a form lightbox, or direct the user to a form below.
  • CTAs should be used to give the user an option to do “more” once they are ready to stop browsing. i.e. – they’re ready to view a product(s) or they’re ready to download more info. Depending on the page, some users may look for CTAs that will help the contact someone for further assistance.
  • Always use action words in your CTA. These can include “Download,” “Buy Now,” “View More,” “Learn More,” etc.
  • For short-form pages, such as campaign landing pages or email landing pages, we typically only see 2-3 CTAs. If the page is short and doesn’t require any scrolling, recommend using only 2: one in the header, and one in the body. This ensures those on mobile see the header CTA first, and those on desktop can see both upon page load.
  • For longform pages, like SEO pages that have a lot of information and a long scroll depth, we typically recommend you include a sticky footer with an incentivizing tag line and a CTA button; include a CTA in the header, if it makes sense and break up long sections of copy with CTA buttons. This is important because it gives the user an opportunity to convert as they consume the information.

How should CTAs change to better serve mobile users?

  • CTA buttons on mobile should be centered to the screen.
  • Sticky footers are strongly encouraged – especially for longer pages.
Example: CTA as Sticky Footer
  • You can leverage more CTA buttons (as long as they make sense and aren’t overwhelming) if a sticky footer isn’t available.
  • CTA buttons should not redirect the users to a new page. It’s preferred for the CTA to open a pop-up or lightbox instead.

If you’d like assistance ensuring your CTAs are effective, contact us today, we are happy to help.

POV by: Maria Vera, Manager, CRO and UX

CRO and UX Will Take Center Stage in 2022

By Analytics, Design, Insights & News, Optimization, Web Analytics No Comments

CRO? UX? You may have heard these terms in the past, but they are especially important now as companies with teams that operate on budgets are increasingly investing in these specialist roles to maximize their spend and improve their websites.  

So, what is CRO?  

Testing different versions of web pages to improve conversions and deploying the “winning” version is referred to as  Conversion Rate Optimization (CRO), also known as A/B or Multivariate testing and website optimization.  

Most people are familiar with the term “A/B testing” which refers to tests that compare a variation to a control, but multivariate testing examines multiple variations at a given time. Both A/B and multivariate testing allow CRO strategists to find optimization opportunities that are backed by user behavior data. In other words, it’s statistically sound without any guesswork.  

How does it work? 

A CRO strategist will collect your website performance data and user feedback/behavior to form a hypothesis to test. In tandem with data analysis, a web page variation is created based on the hypothesis that this new variation will improve the web page’s performance. By testing against a control or against recorded data, the CRO strategist can attribute any measurable change in performance to the test. 

CRO teams help companies save time and money. This is especially valuable for companies that operate on budgets, such as paid media teams, because CRO and testing do not require any additional paid media efforts. CRO teams can help to improve ROI since UX reduces user friction and subsequent wasted spend. Marketing teams spend time and money to drive users to their websites, so having an optimal website experience is imperative.  

Why is CRO important?  

It’s also important to note that a CRO team’s job is never done. Websites will never be fully “optimized” due to the ever-changing digital landscape and evolving industry best practices. A CRO team must follow the optimization process:  

What about UX?  

The term UX stands for user experience, meaning how a user interacts and emotionally responds to a website. But how does UX play a role in the world of a CRO team? UX is an important component of any optimization process because improving lead generation starts with improving the user’s experience on the site. 

Think of it this way: Let’s say your website needs to have 100 sign-ups by the end of the month. Your buyer persona has a high-quality rate – meaning s/he is more likely to become a lead - but you notice halfway through the month that you’re not going to meet your sign-up minimum. What’s going on? Why aren’t your users signing up? 

This is a great example of how the user’s experience directly impacts the conversion rate which, in this example, is the rate at which site traffic converts to a lead by signing up. Even with a good product or a great offer, the user is less likely to become a customer if they are left feeling frustrated after interacting with your site.   

How you can leverage a CRO team?  

If you’re interested in learning more about CRO and are considering adding a CRO strategist to your team, contact us today and our team of CRO strategists, UX experts and analytics leaders can outline the best approach to achieve your goals.  

And please stay tuned to our blog because we will release a whitepaper on CRO and UX in the new year.   

POV By Maria Vera, CRO Strategist, Analytics 


The Grand Graphic Design of The Grand Budapest Hotel

By Archives, Design No Comments

So you’re an ad agency art director toiling on the latest campaign designed to make some mundane consumer product seem really cool. No way that kind of experience will ever get you to Hollywood, right?

Consider Annie Atkins.

Previously an art director for McCann Erikson’s office in Reykjavik, Iceland, Atkins had the job of convincingly bringing to life Wes Anderson’s Dream-like, pastel-infused Eastern Europeanesque town of Zubrowka in the film The Grand Budapest Hotel. Yes, the movie that just won the Oscar for Best Production Design.

Atkins painstakingly designed almost every single aspect of the film, including: typography and lettering by hand for currency, passports, newspapers, signage, stationary, police reports—all of the things you see on a regular basis in any town or city.

“A fictitious country needs all kinds of graphics: flags, banknotes, passports, street signs,” Atkins told Quartz. “It’s impossible to imagine graphics like these. You have to do your research and you’ll find treasures that you couldn’t even have begun to sit down and draw until you saw them in front of your eyes.”

The Grand Budapest Hotel was a project of enormous proportions.

“It was crazy,” Atkins told Creative Review. “There was a tremendous amount of graphics in this one, so my script breakdown was as long as my arm. There’s probably more to graphics in film than is immediately apparent. If a character has a notice board in his office, for example, then you have to fill that board with relevant material, all in the right style for both the period and the director’s vision. You’re not always designing for the camera: much of this work will never be seen by a cinema audience, but still you have to create an atmosphere and a world for the actors to work their magic in.”

Atkins has been working on Sam Mendes and John Logan’s show Penny Dreadful, and Steven Spielberg’s up-and-coming cold war spy movie thriller “St. James Place,” which is set for release in October.

I believe it’s safe to say we will continue to see more awe-inspiring work from Annie Atkins in the future. She is a bright, talented designer and I look forward to continuing to follow her work. She is a true inspiration to the creative field.

 An exhibition of Annie Atkins’ work on The Grand Budapest Hotel, Annie Atkins: A Brief Survey of Graphic Design from the Empire of Zubrowka (1932-1968), is at the Light House cinema in Dublin until March 24. Details here

See more of Annie Atkins’ work here


JaimeNashHS2Jaime Nash
Art Director

Design Matters

By Archives, Design No Comments

Design and technology are inevitably linked. Yes, designers are taught typography, grid systems, color theories, and other fundamental design principles and concepts. At the end of the day, great design comes down to critical thinking and making use of eminent technology. There are so many choices available to consumers in our ever- changing digital market place. Companies must ensure their products and services are meaningful and relevant. Companies must begin to understand that it’s not just good content but exquisite design that matters just as much, especially design that optimizes the perception and experience to all media a consumer is using and engaged in.

290-x-175_Design-Matters_WEB-1One of the biggest misconceptions made by businesses is that design should be an afterthought because it doesn’t effect the bottom line. This is an extremely backwards and flawed way of thinking. In reality, the exact opposite is true.

It takes a consumer 1/20th of a second to decide if they like the design of a site or not.

The number one indicator of credibility is good graphic design, according to a study by Stanford University.

Visual Appeal Trumps Usability in influencing User Perception

First impressions are everything. We know this to be true because of priming, which is the activation of specific memories that influence subsequent behaviors. Therefore, the first impression influences every subsequent interaction. This is why a well designed web site PRIMES people to have positive interactions with your brand moving forward.

Design unlocks better businesses, better thinking, better insights, better services, better advertising, better publishing, better content. And all of this leads to better customer experiences. This is how companies like Apple, Samsung, and NIKE have built their wealth. It’s through design-led thinking.

So by incorporating the principles of design strategy and process into a business model, companies can successfully compete on a global stage and build their bottom lines.

So design truly does matter, more so now than ever before. With consumers being bombarded with content, advertising, and marketing materials every second, the best design will take precedence and capture more consumers even over great content.

JaimeNashHS2Jaime Nash
Art Director

Impala App: The Future of Smart Photography Is Here

By Archives, Design, Tech No Comments

290-x-175_IMPALA_WEB-1Many smartphone owners are familiar with photo filter apps like Instagram, AfterLight, Aviary and Fused, all of which facilitate the most aesthetically pleasing image. These are the offspring of worldwide innovation competition combined with the ever-increasing power of smartphone chips. In addition, digital giants like Baidu, Facebook and Google provide server-based image identification features.

Into this arena steps Impala App from Euvision Technologies (recently acquired by Qualcomm). It’s believed to be the first “smart photography” technology solution that both modifies and categorizes photos completely within a smartphone—no servers required. Available free from the Apple ITunes and Google Play, Impala automatically creates a series of labeled folders (such as animals, automobiles or mountains) and places these images into folders to assist user in locating them.

Morever, Impala has taken blocking content to a higher level. It’s one of the more interesting and exciting capabilities of the app. Just as software like Photoshop prevents users from uploading a file containing a scanned federal banknote, Impala has applied these engines to assist media platforms to moderate content.

For an example of these impressive capabilities, Impala is trained to recognize hands. Hands were chosen for representation of color, texture, and shape of certain unwanted scenes. Once the hand becomes visible in the camera’s field of view, the hand is pixilated, and the recording button is made inactive preventing the capture of the image.

Now replace that hand recognition for Adult Content Classifier and this technology goes to another level. It also does not store questionable images on the cloud. Could this be the end of celebrity nude hacking scandals? Hollywood should be cheering. TMZ not so much.


JaimeNashHS2Jaime Nash
Art Director

Google Unwraps Android 5.0 Lollipop

By Archives, Design, Tech No Comments

By Jaime Nash

Google is aiming to be the Sultan of Sweet (design) with its universal visual language for users of the new Android 5. Lollipop user ANDROID-LOLLYPOP-290x175interface, visions of which began to emerge in early November under the company moniker Material Design.

Far more than simply added pixels, Material Design (formerly cross-platform design) synthesizes the rules and principles of good graphic design with the innovation of technology and science. It replaces KitKat.

Google’s goal with Lollipop:

• Create a visual language that represents a metaphor based on shared user experience
• Develop a single system to allow for a unified experience throughout Google’s platforms and devices
• The company’s desire to write The Bible on interactive design

Lollipop brings a raft of new features to Android devices, from a single typeface and specialized color pallet to greater sharing across devices. The design emphasizes flat elements and bold colors. Lollipop enables new uses of color (including full-bleed images) along with a modern, crisp and clean, cutting-edge graphic design. Think of the space within your Android devices not as flat lands but as small topographical environments and you get the picture.

And while Lollipop might have been created in service of consumers and customers, it is most certainly intended to assist designers to end poor designs that lead to confusing and products that are difficult to navigate.

Early press on Lollipop highlighted such non-visual improvements as greater battery life and a Screencasting feature that transmits your device’s screen to your TV via a Chromecast dongle.

Want more info? See for yourself at


JaimeNashHS2Jaime Nash
Art Director