A Call to Action (CTA) is an indispensable element in motivating an audience to interact directly with a sports and recreation brand, whether through an energetic promotional video, an informative blog post, or a digital interaction such as clicking a button on a sporting goods website. On these webpages, CTAs are crucial to the user interface design, often accentuated with dynamically designed buttons and motivational messages. These features are essential in guiding enthusiasts towards engaging in activities that enhance their sports experience, such as registering for an event or purchasing gear.
The effectiveness of a CTA is critical to the success of a sports and recreation landing page. When expertly designed, a call to action quickly captures the attention of visitors, offering them a definitive choice: to act or not. This choice is pivotal in driving participant involvement, from signing up for competitions to buying the latest equipment.
In this review, we conduct a data-driven examination of various sports and recreation landing pages, evaluating their effectiveness based on the precision of their CTA design. Our methodology, based on empirical data and scientific methods, utilizes the Act Score—a metric that assesses CTA efficiency. Utilizing predictive eye-tracking technology, we analyze the timing and visibility of CTAs and assess ergonomic design factors to compute the Act Score. This comprehensive approach enables us to effectively determine how well CTAs engage and convert visitors, providing actionable insights for optimizing user interaction on sports and recreation platforms.
