Good Calls To Action

This post at grokdotcom.com compares the calls to action appearing on web browser sites:

"First off is the Firefox page. Their Call to Action does so many things right. The non-standard shape stands out from the background of the page, and has been given a persuasive color that draws the eyes to it. They've even used it to reinforce their brand. Within the Call to Action, Firefox lists the benefit and tells the visitor exactly what he is getting. Directly below the Call to Action, Firefox provides links that answer visitors' questions if they aren't quite ready to take the action Firefox wants them to take.

Opera is up next. There is a lot going on with this page, and the Call to Action isn't necessarily the main focal point on the page. The arrow doesn't necessarily speak to me, but the button is a bright green and stands out some. There are no links to answer visitors questions and the shape is pretty standard and ordinary. The shadowing certainly helps it stand out as something that should be clicked. Opera does a good job, but can certainly find ways to improve.
Example 3

Last (and least) is Internet Explorer. The Call to Action doesn't stand out anywhere on the page. In fact, the only thing that stands out here is their branding. This seems to be all about them. The only thing they could have done to make it stand out less is placing blue text on a blue background. The key is having your Call to Action stand out. Microsoft needs to distinguish its Call to Action so people can tell that this is where they need to click to download their browser. Highlighting some text in blue isn't enough."

The post then goes on to out line a small number of recommendations for good calls to action: which should be:

• Distinctive - they should look different from other actions people can take on your page.
• Obvious - don't crowd your Calls to Action or confuse people by making the click anything less than intuitive.
• Communicate benefits. - tell people the value behind taking the action.

And the one I had not really thought about before and will be addressing from now on:

• Answer questions - if there's a reason someone might hesitate to click, address it as Firefox does.