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Call to Action: It’s Time to Make a User From a Visitor

What is the purpose of the third part of this book?

In this article, I’m going to discuss the factors that makes the user take action, after seeing the triggers to use your product/service called call to action.

call to Action

The first thing that we want as business owners is for our consumer to test our product/service. This is also the first step to be taken in the road of success.

Also the more we find people who test our product, it’s more likely to find the consumers we targeted at the first place.

Now the real question is: where do we start?

To answer this question, first we should explain factors of a good call to action. Such as triggers, simplicity and a motive to act on. We’ve gone through triggers in the previous article but to see the whole picture let’s see an easy example:

Let’s say your phone is ringing. To take action and answer the phone you first react to the ringtone as a trigger. Also when your phone is close by you’ll be able to answer it. And if you’d like to talk the person behind the phone you’ll have the motivation to answer the phone.

Ability

Denis Hauptly in “Something Really New: Three Simple Steps to Creating Truly Innovative Products” states that to create a new product, first you should find the reason of its usage for people.  Then you should find the steps your user passes to get to the product/service. At the end, try to eliminate extra steps and simplify the whole process.

But what does simplifying means? How do we know if we are actually simplifying the process or if it’s just a wasted effort?

Based on the studies, there are 6 important factors that can increase or decrease ability:

Money, Time, physical effort, Brain cycles, social deviance, non-routine. 

The shorter it takes, the easier it is for our consumer to get to our product/service.

The more expensive our product/service is, the harder it gets for our consumers. That’s the reasoning behind the fact that some served services in e-commerces are free.

The needed physical effort should be minimalized so the consumer wouldn’t backlash the product/service.

Also it shouldn’t take so much of mind space and concentration from our consumers. And it should be socially accepted and normal.

Motive

Motives are sorted in three types and together they make up all of our behaviors.

As an entrepreneur you should focus on at least one of them in your product.

There are 6 factors that can increase motivation; seeking pleasure, avoiding pain, seeking hope, avoiding fear, seeking acceptance and avoiding rejection. For example, social medias use seeking acceptance. And as we all see, they get stronger by day. All of the games are designed to distract us from our painfully hectic lives and bringing us pleasure. Also a lot of political mottos are based on seeking hope.

Last but not least in call to action subject

After all these information you might’ve wondered that between ability and using motives which one plays a more important role. Which one should we use more specifically? Which one is more impactful? To answer this question we should remember that using motives take more time and are usually more expensive. Also based on psychological studies if you work on the ability in your business you’re more likely to be successful which makes it a golden key to your business’s growth. So do what ever it takes to make your service/product easier to use because at the end it’s going to be the game changer card for your business.