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8 ways to supercharge calls for action, for e-commerce

A key call to action is essential on the product and destination pages. It's easy for the buttons to add to the cart to be overshadowed by other necessary options, such as adding an item to a wish list or sharing it on social media. When this happens, conversion rates suffer.

For products in stock, "add to cart" is still the main CTA. It must stand out without harming the most important details of the item, such as product name, images, price and other key features.

Only one CTA is the most logical way to convert … simple is the best. Image: Fuel so good coffee.

However, attracting attention to the main action you want the buyer to make, it's more than just big buttons with a lot of space. The design and colors of the store play an important role, as do the targeted buyers and their buying habits.

Here are eight considerations for presenting the ultimate call to action on a product page.

8 Ways to Overload Calls to Action

Standard, simple text works best. Maintain terms such as "add to cart" or "buy" (for stores where typically only one item is purchased). The recognizable instruction works best.

Buttons based on text on a solid background work better than sophisticated graphics. The idea is to urge the buyer to act, not to distract attention from this advocacy with a busy design.

 The landing page of Poo-Pourri is crystal clear. "Width =" 818 "height =" 404 "/> 

<p class= The landing page of Poo-Pourri is crystal clear: Visitors must order now.

The color should follow the design of the site without melting it. Contrasting colors can also work, as long as they do not stand out so much that they harm everything else.

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The Add to Cart button must be grouped with the available options. If the buyer has to select a size, color or other attribute, the prompt for action should appear immediately under the selection.

 All kitchens bury the CTA. "Width =" 1024 "height =" 768 "/> 

<p class= Make sure to group the necessary items, such as product options, with the CTA. Image: Everything Kitchens.


Also, leave the options open for selection. In the example above, the 8-inch option is selected by default, which allows the customer to easily add the item to the cart without realizing the size that's in it. He commands.

On desktop computers, CTA should always appear above the waterline. If buyers have to scroll to add an item to the cart, the conversions drop.

Do not place the CTA before everything else. Etailer Crate & Barrel does this on the desktop version of the site, but it's not ideal. Not only does it separate the text from the addition to the basket of delivery options, but it requires a purchase even before the customer has reviewed the product. CTAs define the action to be taken once the buyer has aroused interest. It is difficult to sell products without being seen, and this type of placement can leave buyers looking for the button when they are ready to buy.

 Crate & Barrel slides the CTA over the product. "Width =" 759 "height =" 641 "/> 

<p class= Place the Add-to-Cart Button Above Options and in a Non-Standard Location Confuses Buyers Source: Crate & Barrel.

Avoid sophisticated styles, such as excessive embossing and drop shadows. Not only do these filters distract them, but they are often reminiscent of stores that they have not been updated since the early 2000s. Buyers might not be able to use them. Identify exactly why a button has caused them to question a purchase – only that it is not appealing.

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Do not be fooled by mobile standards. With mobile phones accounting for more than half of all Internet traffic, it makes sense to apply standards to these devices. While buyers usually have to scroll (only once, ideally) to reach CTA, the action requested must be equally clear.

 Crate & Barrel buries prices on mobile devices. "Width =" 1024 "height =" 768 "/> 

<p class= It is common for the CTA to appear on the second roll for the mobile – important information, such as prices, in this area.

Use secondary calls to action. Although the main CTA is essential, secondary ACTs are also needed. There can be links or buttons that trigger alternative actions, such as taking buyers to other products or sections. Without this, non-buyer buyers have no choice but to leave the store.

Secondary DECs include:

  • Add to Registry or Wish List, or Save for Later.
  • Share on social networks or email to a friend.
  • Articles or articles related to a workshop.
  • Buy modules or accessories.
  • Links to the "did you mean?"

Secondary CDs may be buttons, graphics or links, but should never distract the attention of the primary ATC.

Never underestimate the power of anchor text. Anchor text is a linked text that prompts visitors to perform an action. Anchor text is commonly used for search engine optimization, but it can also be used to request clicks on landing pages, category pages and support content ( such as practical articles and blog posts). On product pages, it can be used to direct customers to alternative products without removing the main CTA. According to HubSpot, anchor text can increase conversions by over 120%.

 Use anchor text to direct customers to other options. In this case, a link to the guitar accessories helps buyers who are not looking for other accessories - coffee cups in this example. "Width =" 320 "height =" 480 "/> 

<p class= Use the anchor text to direct customers to others In this case, a link to guitar accessories helps buyers who do not look for other accessories – coffee cups in this example.

Implement, annotate and revise. It is imperative to review the results of all CTAs in the store. In Google Analytics, create annotations to track changes that have resulted in increased conversions. To do this, visit Conversions> E-Commerce> Overview . At the bottom of the chart, click the down arrow, and then click "+ Create New Annotation". Be descriptive of the change to help identify the reasons for the results.

 Create annotations in Google Analytics. "Width =" 929 "height =" 353 "/> 

<p class= Annotating the changes to the Incentives to Action allows you to determine the changes that allowed you to increase conversions.