Making the Most of Calls-to-Action
Not long ago we shared our Comprehensive Best Practices Guide for the Layar Creator - a detailed look at how to create the best and most effective interactive print campaigns.
In that guide we included tips for calls-to-action - the text and iconography you place in your print to prompt readers to scan with the Layar App. After some research, we’ve come up with even more tips for calls-to-action. Here’s what we’ve learned:
The most important elements of a call-to-action include:
- Smartphone icon
The presence of a smartphone icon immediately makes readers think “mobile.” People these days instinctively reach for their smartphone when they see one, like when a friend they are with gets a text or call. Adding the icon in your print indicates how the reader can access the scannable content.
- Visual cues
Using logos and visuals over text often conveys messages quicker and clearer. Including the Layar logo over simple text to direct readers to download the Layar app is key. We have also found that round shapes draw attention better than others. Color is also important, as it should compliment the content on the page while standing out to the reader.
- Brief description
Users are more likely to scan your content if they know what to expect. If they like what they might find, they will be more interested in picking up their smartphone and scanning the page. Use a short, descriptive action phrase, such as “Scan to buy!” or “Scan to watch video!”
- Reference instructions
Sometimes readers come across your calls-to-action without first encountering the instructions you included near the beginning of the magazine. In this case, it’s imperative to direct readers back to the instructions by including the page number (e.g., “See page 4 for instructions.”)
The image above is an ideal example of a call-to-action which includes all of these elements. It includes a smartphone icon, the Layar logo, a brief description and a reference to instructions.
An additional tip for calls-to-action deals with positioning. Logically, it’s best to place calls-to-action near the relevant printed content. As an example, if you’re offering the ability to listen to a song, it makes sense to place a call-to-action near a photo of the artist or the album artwork. The call-to-action works in tandem with the visuals of the content to encourage the reader to scan.
This also applies to spreads of content in a magazine. One might be inclined to only insert one call-to-action for two adjacent pages with digital content, but our research shows that elements on the page without the call-to-action are less likely to be viewed. To ensure all of your content is viewed, place calls-to-action on each page with content, even if they are next to each other in a magazine spread.
Despite all of these tips, there are still challenges. Right now it’s still too early and AR is still too young for readers to recognize the Layar logo alone. Including the text and icons mentioned above helps, but sometimes it’s not enough. For example, you can also add extra information about the digital content in the form of a short list placed near the call-to-action, depending on your page format and layout.
If you’d like more information on calls-to-action and other tips for making the best of your Creator campaigns, check out our Best Practices Guide.