How can digital literacy improve your calls-to-action?

1 What is digital literacy?

Digital literacy is not just about being able to use a computer or a smartphone; it's also about being able to evaluate, communicate, and create digital content for different purposes and audiences. Skills such as finding and using relevant information online, analyzing and interpreting digital data and media, creating and sharing digital content that is clear, engaging, and ethical, collaborating and participating in online communities and networks, protecting your privacy and security online, and adapting to new technologies and trends are all important components of digital literacy. By improving your digital literacy, you can make your CTAs more relevant, credible, and attractive to your audience.

2 How to use the ACES framework for digital literacy

To apply digital literacy to your CTAs, you can use the ACES framework, developed by the University of Edinburgh. ACES stands for Access, Communicate, Engage, and Support. Accessibility is key: make sure your CTA is visible, clear, and compatible with different devices and platforms. You should also communicate your value proposition and desired action concisely and consistently. Additionally, engage your audience's emotions, interests, and needs using storytelling, visuals, testimonials, or incentives. Lastly, support their decision and action with trust signals, social proof, guarantees, or feedback to reduce friction and increase confidence. By using the ACES framework, you can design and evaluate your CTAs from a digital literacy perspective.

3 How to use the EARS framework for digital literacy

The Digital Literacy Lab developed the EARS framework to help you apply digital literacy to your CTAs. EARS stands for Empathy, Action, Results, and Support. To empathize with your audience, consider using personas, surveys, or interviews. To inspire action on your CTA, use action verbs, urgency, or scarcity. To show the results they can expect from your CTA, use benefits, testimonials, or case studies. And finally, to support their action and follow-up, use confirmation, thank you, or feedback messages. Applying the EARS framework can help you write and test your CTAs from a digital literacy perspective.

4 How to use the SAMR model for digital literacy

The SAMR model, developed by Dr. Ruben Puentedura, is a useful tool to apply digital literacy to your CTAs. SAMR stands for Substitution, Augmentation, Modification, and Redefinition. Substitution involves using digital tools to substitute traditional methods of communication; augmentation involves using digital tools to enhance traditional methods of communication; modification involves using digital tools to modify traditional methods of communication; and redefinition involves using digital tools to redefine traditional methods of communication. For example, you could use a button instead of a text link for your CTA, a video instead of an image for your CTA, a quiz instead of a form for your CTA, or a chatbot instead of a landing page for your CTA. By applying the SAMR model to your CTAs, you can use digital literacy to innovate and experiment with your creative strategy and conversion rates. After all, CTAs are not just words or buttons - they are opportunities to connect with and persuade your audience.