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What is the best place/area to shop in Philly?

What is the best way to tackle the design of multiple calls to action on a shop journey flow?

  • Does anyone have any recommendation for best practice or good examples of tackling the design of multiple CTAs buttons on one page as part of a shop journey flow? i.e. buying phone from a telco; in the shop journey flow when the user is on a single phone page, they can choose to continue by upgrading, switching number or get new number. how does one make the call to actions clear and obvious without creating confusion for the user.

  • Answer:

    1) Even if the flow is currently on a single page, it may make sense to break them up into key steps. In checkout flows (and other flows that are input field-heavy), the user should only see one major decision at a time (in the decision tree) instead of being inundated by all the possible options of things they might not even be interested in. That is, if I'm not interested in switching my phone number, I shouldn't see the controls that allow me to input my desired phone number. 2) Differentiate form elements from major CTAs. The main CTA should usually be Submit/Continue, while providing the user a understanding of what the next key step should be. Everything else should probably be form inputs and selectors that the user will use to indicate choices and provide information. This means using radio buttons, drop-downs, and input fields where appropriate. Those are actions, but not typically classified as "CTAs."

Cecilia Yang at Quora Visit the source

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I would do some research as to the primary demographic to determine the mental mapping of the process in question. Be specific to the process as well, by not simply assuming a generic consumer model. Then, you should be able to address the common path and when CTA's become inevitable in the process, it will likely be at a point that the user expects to have choices. Each choice should look the same so that it's clear that one must be made. If choices are available that may not be familiar to the user, then information should be available in a non-intrusive (cognitively) fashion. If there is an "advanced shopper" persona (or other alternative persona) that needs to be addressed, then offer that alternative to the user who is comfortable with larger quantities of concurrent information and choices. This alternative approach needs to be addressed to users who are regular, returning customers, and be fairly invisible to the new user, so that they don't accidentally switch to this mode.

Bob Glaser

Thanks Cecilia, I was thinking that going down the route of radio buttons/drop downs to provide the user a choice before they get one principle CTA could be a good idea. The only downside to that is the fact that it's adding an extra click/step for the user. I guess it's a question of weighing up the pro and cons of "double step" v.s "choice confusion of multiple CTAs".  Food for thought anyway, thanks.

Rachel Earley

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