Getting action, not just opens.
WHAT AFFECTS THEM
Relevance to the reader A clear single action Obvious links or buttons The message being short enough to reach the action
THE SINGLE ACTION RULE
One thing you want the reader to do. Not three.
A message offering three choices gets fewer of each.
MAKING LINKS OBVIOUS
A button, or clearly styled link text, in a position the reader reaches.
Put the action above the point where most people stop reading.
Repeat it at the end for those who read on.
LINK TEXT
Descriptive. "See the new arrivals" rather than "click here".
RELEVANCE
Segmentation matters here. A message about something the reader cares about gets clicked; a general message does not.
MOBILE
Most reading happens on phones. Buttons must be large enough to tap, with space around them.
Test on an actual phone.
WHAT TO MEASURE
Clicks, and what happens afterwards. Clicks to a page that does not convert achieve nothing.
