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A quick update on CTA buttons and their use in Indigo

By Joel Hardman, on 26 July 2016

Update 18 August 2016
This has now been applied.


A call-to-action button’s purpose on your website is to provide the user with a visually enhanced link to point them to the most likely action they are looking for on your web pages.

Snap 2016-07-25 at 17.59.39

Example CTA buttons

They are styled in a consistent style on all our Indigo sites so that the user can see the most important call-to-action without having to think. See Steve Krug’s iconic book for more advice on usability and intuitive websites:

Steve Krug, Don’t make me think (2014)

As these are specific user events we also track these CTA buttons as events so they are easier to monitor in Google Analytics.

Recently we have been considering the use of CTA buttons in our CMS and we have realised that this pattern has been misused in the ‘more news’ and ‘more events’ links at the bottom of the news/events feed widgets. In order to address this we will be rolling out a change in the next day or two that will change the ‘more news’ and ‘more events’ links back to normal text links. No other CTAs should be affected but do contact web-support@ucl.ac.uk if you have any questions or concerns.

Find out more about the CTA button