Ready for Action: Hillary Clinton Demonstrates CTA Know-How
On Sunday, former First Lady Hillary Clinton announced her official bid for next year's presidential election—but it seems like in the intervening days a different story has taken center stage. Her choice of campaign logo is proving to be more interesting than anything else about her candidacy. But while many other news stories touch on design or implications, no one has mentioned how ingenious of a marketing strategy it really is.
The design in question is two blue pillars, with a rightward red arrow running between—taken together as a capital "H". While other stories round up all the Twitter jokers on the topic, or focused on the graphic design implications that the minimalist logo has, it might be best for your graphic designer to not read this article.
Recently, I was reading some research from Bounce Exchange, on what keeps sites from making the conversion. One of the factors that they found helped was adding an arrow to your calls-to-action, much to the chagrin of graphic designers everywhere. Bounce Exchange found that adding arrows to CTAs improved conversion by 22 percent. And Hillary—intentionally or not—is putting arrows just about everywhere she can, courtesy of her logo. See at how it looks on her Twitter:
I'm running for president. Everyday Americans need a champion, and I want to be that champion. –H https://t.co/w8Hoe1pbtC
— Hillary Clinton (@HillaryClinton) April 12, 2015
The arrow points right at what she's saying, leading the eye to the author, establishing trust and confidence. And something is working, 100 thousand retweets is engagement that most accounts only dream of. She's far ahead of the other candidates in terms of social engagement and presence. Looking on her website, the logo and it's arrow are put to good use, highlighting CTA's labeled "Volunteer" and "Donate."
Arrows are natural motivators, and what many are calling a bad or foolish logo might have been a winning strategy. Time will tell if her logo will be able to convert enough voters, but the arrows definitely seem to be helping get people "Ready for Hillary."