Conversion and CTAs¶
Purpose: Design calls-to-action and flows that help users complete goals without friction.
Harvest / review: 2026-05
Principles¶
| Principle | Practice |
|---|---|
| One primary action per view | Especially mobile |
| Verb-led labels | “Donate now,” “Start application” — not “Click here” |
| Reduce fields | Every extra field drops completion |
| Trust near conversion | Security badges, policy links, testimonials at decision point |
Patterns¶
- Above the fold: primary CTA + one sentence value prop.
- Sticky header CTA on long donate pages (careful with a11y focus order).
- Secondary actions visually weaker (outline vs solid).
- Confirmation page reinforces success + next step (share, receipt, volunteer).
Anti-patterns¶
| Avoid | Why |
|---|---|
| Multiple equal primary buttons | Choice paralysis |
| Generic “Submit” | No affordance of outcome |
| Surprise fees at checkout | Baymard: top abandonment driver |
Sources¶
- Baymard Learn — checkout & forms — 2026-05
- Laws of UX — Fitts, Hick — 2026-05
Agent hint: Nonprofit donations → ../e-commerce/donations-nonprofit.md