Designing call to action: users' perception of different characteristics

This paper aims to provide guidance when designing acall to action in a digital system with the purpose to create anintended feeling and user engagement. The paper is based on a test of four different simple call to action constructions. The users clearly prefer constructions that have a high explainability and feels intuitive. Hence, the design should have a high level of transparency and show the user straight away what it demands from the user and what the result of the action is. Furthermore, the design should have a high usability to make it clear how touse the call to action.