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3.6 Use a Clear Call to Action

Best practice #11: use a clear call to action. I’ve seen a lot of pricing tables use buttons that say: “Buy Now”. But the thing is, you’re not buying a plan, you’re buying a product. So instead, a much better alternative is to use “Choose Plan”, or “Add to Cart“. It really depends on what you’re selling. Let’s examine some other examples.

3.6 Use a Clear Call to Action

Best practice number 11 is a clear called action. Now, I've seen a lot of pricing tables with buttons that say buy now. Well, the thing is, you're not buying the pricing plan, you're buying the product in one form or another. And instead of saying buy now, maybe use something a little bit more descriptive like choose plan, or add to cart. It really depends on what you're selling. For example, beanstalk Is saying sign up, because in order to get started with our product, you need an account. So it takes you to the sign up page. Shopify is using a single button for all pricing plans that says start your free trial. Again, the text is intentional because that's what you get when choosing a plan. Invoicera is very specific and adjusts the text of the call to action buttons, depending on where they lead. So, we have sign up for the free plan, and take a free trial for the pro edition. Something else you should consider is the color and size of your call to action, because users need to see what they'll be doing after choosing a plan, and what they need to click after making a decision. A bad example would be the pricing table from Big Cartel. While it does use some of the best practices covered in the course so far, when it comes to the call to action, it can use a bit more work. By default, the call to action is not visible. You need to move your mouse cursor over a plans header image to review the text, and to realize that you need to click that, well, not very intuitive. Here are some good examples of how to use a clear call to action. Here is desk.com with decent sized buttons that have good contrast and descriptive text. Typekit is also nailing it. Notice how the price and the call to action are immediately visible? Prezi also does a good job, and even though the buttons are not the same color, they're still visible, and the copy is descriptive enough. So, that's best practice number 11, use a clear call to action. Let's move on to number 12, which is the last one for this course. Think about the mobile users, that's coming up next.

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