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Social Media Metrics For Dummies by Leslie Poston

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Calls-to-Action: Best Practices

I’ve watched folks agonize over best practices for calls-to-action and other website elements. While the following general rules will help you, in the end, it’s key to remember that your mileage may vary.

check.png Test, test, test. Metrics are just as important when you’re building your site as they are when you’re tracking engagement. Track your call-to-action versions using your metrics program so that you can determine through testing which of these best practices translates well to your specific business.

remember.eps That is the thing with industry general advice: Specific industries often have specific needs. Make sure that you test your versions for what works for you!

check.png Size matters. Size matters three ways, actually:

• Is the button proportional to your page and design? Does it grab attention without making your page look wrong to the eye?

• Does the size grab the attention of the viewer at all? Too small is hard to find. Think of 20 percent larger than surrounding page elements as a good place to start in sizing your buttons and then adjust up or down accordingly (see Figure 15-4).

• Does the size differentiate between two different calls-to-action on a page? ...

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