A Call to Action (CTA) is an integral part of inspiring an audience to engage directly with a brand, whether that interaction comes through a compelling speech, an informative article, or a digital prompt like clicking a button on a website. On Search-to-Discover landing pages, CTAs are crucial to the user interface design, emphasized by dynamically designed buttons and clear messages. These features are essential in leading users towards actions that are beneficial for exploration and discovery, such as initiating a search or accessing detailed information.
The potency of a CTA is pivotal to the functionality of a Search-to-Discover page. When skillfully crafted, a call to action immediately captures the attention of visitors, presenting them with a simple choice: to explore or not. This decision is key in fostering user engagement, from prompting searches to enhancing interaction with content.
In this article, we delve into a detailed analysis of various Search-to-Discover landing pages, assessing their efficacy based on the design of their CTAs. Our methodology, established on rigorous data and scientific methods, employs the Act Score—a metric to evaluate CTA efficiency. Utilizing predictive eye-tracking technology, we analyze the timing and arrangement of CTA placements, and examine ergonomic design factors to determine the Act Score. This comprehensive approach allows us to effectively assess how CTAs facilitate discovery and interaction, providing actionable insights for optimizing user engagement on Search-to-Discover landing pages.
