crafting compelling calls-to-action

How to Craft��Compelling�� Calls-to-Action

disclaimer: (p)sychology

FIRST MYTH: MOAR INFORMATION = GOOD

MYTH 2: YOU KNOW WHAT MOTIVATES YOU

What will motivate you?

What people say: 1.  Save the environment 2.  Benefit society 3.  Save money 4.  Other people are

doing it

What worked: 1.  Other guests reuse

their towels 58%

2.  Save the environment 38%

SALIENT BELIEFS��THOUGHTFULLY PROCESSED

1.  Create a message based around a relevant belief 2.  In a way that encourages efforIul thought

Theory of!Planned Behaviour!

based on Ajzen, 1991!

Thanks!

Questions?

justine@userfaction.com

@titine

Design