A Call to Action (CTA) is a vital component in encouraging an audience to interact directly with a health and wellness brand, whether through an inspirational talk, a compelling article, or a digital interaction such as clicking a button on a wellness website. On these webpages, CTAs are essential to the user interface design, typically highlighted through intuitively designed buttons and motivational messages. These elements are key in guiding individuals towards taking specific actions that contribute to their well-being, such as enrolling in a wellness program or scheduling a health consultation.
The impact of a CTA is crucial to the effectiveness of a health and wellness landing page. When expertly crafted, a call to action instantly grabs the attention of visitors, presenting them with a straightforward decision: to engage or not. This choice is pivotal in facilitating health improvements, from increasing program sign-ups to boosting client engagement.
In this review, we conduct a data-driven analysis of various health and wellness landing pages, evaluating their success based on the effectiveness of their CTA design. Our methodology, built on empirical data and scientific methods, utilizes the Act Score—a metric for assessing CTA efficiency. By employing predictive eye-tracking technology, we analyze the timing and prominence of CTAs and evaluate ergonomic design factors to calculate the Act Score. This thorough approach allows us to effectively assess how CTAs engage and convert visitors, providing actionable insights for optimizing user interaction on health and wellness platforms.
