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A/B Testing Idea #97 - Add white space around your call-to-action

Tactic_Add white space around your call-to-action

Description

Increasing the amount of white space around your Call-to-Action (CTA) will draw attention to it and make for a much more pleasing visual experience for the user. Equally, making sure there isn't an excess of information or an overload of visual stimuli will help keep the CTA as the primary focus.

Principles

  • Von Restorff Effect (Von Restorff, 1933; Gardner, 1983; Taylor & Fiske, 1978)
  • Processing Efficacy (Jacoby & Dallas, 1981)

The Research

Von Restorff Effect

An effect named after the psychiatrist who first studied it (Hedwig von Restorff), whereby individuals take note of and remember unusual or unique items more rapidly than other more uniform items.

Processing Efficacy

We tend to prefer things that are simple for us to understand or use.

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