How to design a call to action? Take the clapping mechanism of the Medium platform as an example

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEib80s7W0UoKZxjuBH1SDCMVo51l2Ha9OcYBWOVxa1kT_2_jfEEZ5zqxgS1K5 qdxeJQqP9sZ6s3MWI4qm5PPMNYF4Rr9EmgajlcvPFQ_1G-g4XDFb2YXH3-HlhuORVdDuFZdI8r6L6nQ5vq/s1600/%25E6%258B%258D%25E6%2589%258B.jpg)

In the article “How to create a powerful call to action?”, I once introduced to you what is a call to action? And, what details should we pay attention to when creating calls to action?

The purpose of a call to action is to inspire the target audience (Target Audience) to actually take action after reading the copy or video - for example, hoping that consumers will purchase goods, make donations, participate in activities, etc.

In fact, there is no need to overthink your call to action. Although the call to action needs to be carefully designed, it is not as difficult as imagined. What’s even better is that many people have already started to implement it!

For example, I have a netizen [Evonne Tsai] (https://medium.com/@evonneyifangtsai) who works as a manager in a foreign business. She usually writes articles on the Medium platform when she has free time. There are as many as 3,638 readers following her articles. Every time you write an article, you can easily get hundreds or thousands of claps (the incentive mechanism on the Medium platform, similar to Facebook likes), which shows its popularity.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjiqLzOIR0qCQXQ245aMweO81syxhGrys36n1FgOUX983iQgUEv2jxjVitzKphEZbN0RMSDXCVIVLma2Px3MDH6DmTn-UOy88s3R6 G9eHe1WuuLh2osHMD6AA8T4RvdU1HeB4iQkukLvXhq/s1600/%25E8%259E%25A2%25E5%25B9%2595%2 5E5%25BF%25AB%25E7%2585%25A7+2018-01-27+%25E4%25B8%258B%25E5%258D%25883.09.02.png)

I noticed Evonne Tsai will be at [end of article](https://medium.com/@evonneyifangtsai/%E4%BD%A0%E9%9B%87%E7%94%A8%E6%88%91-%E6%83%B3%E8%A7%A3% E6%B1%BA%E4%BB%80%E9%BA%BC%E5%95%8F%E9%A1%8C-%E7%8D%B2%E5%BE%97%E4%BB%80 %E9%BA%BC%E9%80%B2%E6%AD%A5-ebb3ade3d2e4) left a text calling on everyone to give feedback through the “Clap” mechanism.

Regarding Clapping, I want to do an experiment. Since my articles are free, Clapping will not count the price. I hope that Clapping can not only support it, but also try it as a voting tool, so:

• If you/you simply like this article, please give me 1–4 claps.

• If you/you really like my “Reading Viewpoint” type articles, please give me more than 5 claps for this article. The more you like it, the more you can clap it. I will write more for you in the future!

• Of course, you can also reply to me, what do you think of this article, and what do you want to see in the future? I really hope to get your feedback, thank you!

To be honest, I found this passage very interesting and curious whether readers are really willing to give different amounts of “clap”? Although I have no way to get the original data and cannot count them one by one, it is not difficult to get a glimpse of the total number of claps obtained from each article of Evonne Tsai.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDq7MqqXCgyKnc8J0ig lEfQ9USoHqmHFTSW5kySnLETWnS4i7V0h5xQCJANP781weQbltOKU2MZKrOuxRQvpqHa30iKZ3EvIoR1x 0wTF3lc87SBkNkk3eb0axt6B2cHX7vFLKVqd4hKgHb/s1600/%25E8%259E%25A2%25E5%25B9%2595%2 5E5%25BF%25AB%25E7%2585%25A7+2018-01-27+%25E4%25B8%258B%25E5%258D%25884.13.52.png)

Coincidentally, another friend of mine Gary Lin’s [article](https://blog.zealplanner.com/%E6%9C%80%E9%87%8D%E8%A6%81%E7%9A%84%E4%B8%80%E5%80%8B-% E7%B5%84-%E6%8C%87%E6%A8%99-%E5%B0%8B%E6%89%BE%E4%BD%A0%E7%9A%84%E5 A similar call to action is seen in %8C%97%E6%A5%B5%E6%98%9F-%E7%8D%85%E8%AA%AA-618f6e37274d).

If you think this series is good, please follow, clap or share it with your friends. > (You can clap your hands more than once)

Let’s do a little clapping experiment and share with you the behavior of medium users in the future~>

• 1~6 reps are okay, there is still room for improvement;

• 7~8 times means that I think it is good, but I have seen other people write about similar topics, and I want to read similar content again;

• 9~ The above representatives think it is well written and are willing to share it with my friends.

I also found that Gary Lin’s call to action vaguely incorporates the mechanism of Net Promoter Score (NPS, Net Promoter®), which is also very interesting. From the above two examples, you should be able to see that the call to action does not necessarily need to be loudly shouted. As long as it is properly designed and expressed with a sincere attitude, it will naturally gain public recognition and achieve the purpose of conversion.

If you want to know more design cases and details about calls to action, welcome to sign up for the [Fourth Content Hacking Lecture] (https://www.accupass.com/event/1712060907201820775696) to be held on February 7th by the “Content Hacking” website!

★ Photo Credit: Patrick Fore

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