Back in the early 1990’s, it was just text links. Menus and actions were just underlined text which pushed you this way and that throught a site. Generally blue too, they were very predictable, and yet we understood very clearly what they were and they served a good purpose.
When there were buttons on a site, they were just the standard ‘Microsoft’-looking button: small, grey and missable.
Not very inviting, are they?
Then, with the advent of better graphics packages, things went a bit wild. Clip Art, Bevels and Shading:
Ouch – it was as if the 70’s had returned online and we suffered for it. There was a fascination about making as much as possible ‘not square’ so we had pill shapes in abundance.
Finally, things settled down a little. After all, hammering the eyeballs is not the same as being inviting! We started to see better and more subtle designs coming in:
And, yet the problem was often that buttons were used in abundance, or sparingly. Or worse they had generic text on them: ‘Click Here’, ‘Send’, ‘Submit’… there was no priority, no emphasis and too often, again they were missed.
How times have changed. More often than not a site now knows much better what the purpose of a homepage is, or of other pages in the site. Is it little wonder that some of the most successful sites in the world make it difficult for you to do anything but the one action they really want?
What marketers have recognised is this – if you want someone to take a turning, then make it the only option and plant a nice large signpost for it!
So, the psychology of the oversize button is very simple… if you want someone to click it, make it OUTSTANDING!
… With more than just oversize buttons.
Driving traffic with no clear understanding of revenues or profitability
Intent led, tracked and accounted for profitable marketing spend
An unsteady flow of low-quality enquiries yielding little business
Motivated enquiries, in the buying cycle, who fit your ideal target market
Business critical tasks relying on staff time, subject to user error
Make processes more efficient, thorough, predictable and measurable
I spend most of my development budget fixing errors and bugs
Fast and reliable cash-generative e-commerce and lead generation websites
My organic traffic is not translating to the bottom line
Rankings with purpose, targeting your converting keywords
Dated branding which doesn’t match the quality of your business
Modern, digital, flexible brand, guidelines, messaging and identity
Low resolution homebrew quality with little impact
Short, sharp videos designed specifically for the right media channel
Marketing visuals that fail to engage your audiences
Smart, precise imagery demonstrating design with purpose
Lack of regular contact with previous customers and clients
A clearly segmented customer base with fine-tuned strategies for repeat business
I have analytics, but it doesn’t help with our decision-making
A connected analytics layer providing confidence in tactical and strategic marketing work
Vaguely written aggregated words with little meaning
Refined, considered and targeted persuasive copy with calls to action
Finding it a challenge to come up with quality ideas and engagement
Well-considered, precise, relatable and polished content
Occasional ad-hoc generic email communications
Focused varied marketing content, adapted to suit customer profiles
A store where most of your budget fixing bugs and maintaining
A store where the stock, turnover, margins and yield dwarfs the marketing spend
Leads and customers are mainly in spreadsheets and inboxes
Win and retain more business by selecting the right CRM and systems