The Mobile Call to Action (CTA) UX case study focused on optimising the CTA for mobile devices, which had been underperforming.
My role was central to enhancing the effectiveness of the existing call-to-action. I facilitated and I was involved in user research and testing to identify issues with the legacy CTA, and used an iterative design approach to develop solutions.
I played a key part in defining the optimal size and layout, which led to the adoption of a 48px roundel and copy container. I also focused on improving service awareness, incorporating a camera icon and staff photo, and refining the copy to ensure users knew they would connect with a real person, not a bot.
Additionally, I implemented UI elements like the availability indicator and a pulse animation, aiming to attract attention without causing distraction
Mobile Call to Action (CTA) Optimisation Summary:
◦ Challenge: The legacy CTA had several issues, including lost mobile traffic, poor mobile optimisation, low conversion rates, inconsistent implementation, and low user awareness of the service. The CTA also obstructed the view on mobile, was not fully clickable, and did not effectively communicate the type of service offered, often being confused with chat.
◦ Action: User research and testing were conducted, with an emphasis on iterative design. The team defined an optimal size and layout and improved service awareness using a camera icon and staff photo. The team also tested different sizes for the CTA and used copy to clarify that the service was a video call with a real person, not a bot.
◦ Results: The new CTA design led to a significant increase in click-through rates and improved mobile optimisation. The design included a 48px CTA roundel and copy container. Additional UI elements such as the camera icon and availability indicator helped users understand the service and how it works. A subtle pulse animation was implemented to attract attention. The copy was refined to highlight that the user would be speaking to a real person and not a bot.
