{"id":3607,"date":"2011-04-26T09:58:44","date_gmt":"2011-04-26T07:58:44","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=3607"},"modified":"2014-06-16T18:21:17","modified_gmt":"2014-06-16T16:21:17","slug":"contenidos-primer-acercamiento-a-las-call-to-action","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2011\/04\/26\/contenidos-primer-acercamiento-a-las-call-to-action\/","title":{"rendered":"[Contenidos] Primer acercamiento a las call to action"},"content":{"rendered":"<p>Cada lunes republico un art\u00edculo de la newsletter semanal sobre <a href=\"..\/..\/marketingdecontenidos\">marketing de contenidos<\/a> que tambi\u00e9n env\u00edo cada lunes.<\/p>\n<blockquote><p>\u00bfCu\u00e1l es el <strong>objetivo<\/strong> de una p\u00e1gina? Y no solo del sitio web en  general, sino de cada una de las p\u00e1ginas que lo componen. \u00bfQu\u00e9 queremos  conseguir con ella? \u00bfQu\u00e9 deber\u00eda hacer el usuario despu\u00e9s? \u00bfCu\u00e1les son los  <strong>pr\u00f3ximos pasos<\/strong> que queremos que haga? \u00danicamente conociendo esas  respuestas se pueden crear llamadas a la acci\u00f3n efectivas.<\/p>\n<p>La call to action m\u00e1s habitual tiene forma de <strong>bot\u00f3n<\/strong>, destaca en cuanto  a color y dise\u00f1o, parece <strong>clickable<\/strong> y para hacerla a\u00fan m\u00e1s evidente  incluye alguna palabra inequ\u00edvoca como <strong>\u00abaqu\u00ed\u00bb<\/strong> o <strong>\u00abahora\u00bb<\/strong> acompa\u00f1ando el <strong>imperativo<\/strong> \u00abhaz click\u00bb o cualquier sin\u00f3nimo (\u00abreg\u00edstrate\u00bb,  \u00abdesc\u00e1rgate\u00bb, \u00abcompra\u00bb&#8230;).<\/p>\n<p>Si el deseo de <strong>retener a los usuarios<\/strong> lleva a mostrar todos los  caminos posibles, la prisa por <strong>conseguir resultados inmediatos<\/strong> puede  provocar tambi\u00e9n la indecisi\u00f3n en el usuario si siente que le est\u00e1n obligando en  lugar de ayudarle o guiarle. Los textos, igual que las palabras, han  <strong>convencer a quien los lee<\/strong>, no imponer opiniones.<\/p>\n<p>De la misma manera, tan grave es no incluir ninguna llamada a la acci\u00f3n como  incluir demasiadas. Cuando el usuario no sabe qu\u00e9 camino ha de seguir acaba  utilizando el bot\u00f3n \u00abVolver\u00bb de su navegador o, en el mejor de los casos, el  men\u00fa principal de navegaci\u00f3n.<\/p><\/blockquote>\n<p>Originalmente publicado en la <strong>newsletter Marketing de contenidos, n\u00famero 13 (8 de noviembre de 2010)<\/strong>. \u00bfQuieres <a href=\"..\/..\/marketingdecontenidos\">leer el resto<\/a>?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cada lunes republico un art\u00edculo de la newsletter semanal sobre marketing de contenidos que tambi\u00e9n env\u00edo cada lunes. \u00bfCu\u00e1l es el objetivo de una p\u00e1gina? Y no solo del sitio web en general, sino de cada una de las p\u00e1ginas que lo componen. \u00bfQu\u00e9 queremos conseguir con ella? \u00bfQu\u00e9 deber\u00eda hacer el usuario despu\u00e9s? \u00bfCu\u00e1les [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[412],"tags":[491,263],"class_list":["post-3607","post","type-post","status-publish","format-standard","hentry","category-redaccion-de-contenidos","tag-llamadas-a-la-accion","tag-redaccion-web"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3607","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/comments?post=3607"}],"version-history":[{"count":3,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3607\/revisions"}],"predecessor-version":[{"id":3609,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3607\/revisions\/3609"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=3607"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=3607"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=3607"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}