A Call to Action (CTA) is a critical element in inspiring an audience to interact directly with a non-profit organization, whether through an impactful speech, a compelling article, or a digital interaction such as clicking a button on a charity's website. On these webpages, CTAs are essential to the user interface design, often emphasized with visibly impactful buttons and heartfelt messages. These elements are crucial in guiding supporters towards taking specific actions that advance the organization's mission, such as making a donation or signing up to volunteer.
The effectiveness of a CTA is crucial to the success of a non-profit landing page. When thoughtfully designed, a call to action immediately grabs the attention of visitors, offering them a clear choice: to contribute or not. This decision is pivotal in driving organizational support, from boosting donations to increasing volunteer engagement.
In this analysis, we conduct a data-driven review of various non-profit landing pages, evaluating their performance based on the effectiveness of their CTA design. Our methodology, grounded in empirical data and scientific methods, employs the Act Score—a metric that measures CTA efficiency. By utilizing predictive eye-tracking technology, we assess the timing and arrangement of CTAs and review ergonomic design factors to compute the Act Score. This comprehensive approach allows us to effectively determine how well CTAs mobilize supporters and convert visitors into active participants, providing actionable insights for optimizing user engagement on non-profit platforms.
