You have found your target audience, refined your brand message, and chosen the right marketing channels. Now it’s time to write the perfect call to action to persuade your customers to take the steps required by your business.
What is a Call to Action for E-commerce?
A call to action (CTA) is a button or link on a webpage that urges users to take a specific action. The call to action plays a crucial role in guiding the user journey, increasing conversion rates, and achieving business goals. Examples include “Buy Now,” “Sign Up Now,” or “Learn More.”
How to Write a Call to Action for E-commerce
Writing a compelling call to action requires strategy beyond just scattering instructions across your online store or email marketing campaigns. Using active language, considering the customer journey, and keeping the call to action at the top of the page are some copywriting techniques to consider:
1. Consider the Funnel Stage
The marketing funnel describes the journey customers take from their first exposure to your brand to purchasing the product and beyond. The funnel represents your interactions with customers and identifies their needs at each stage of their relationship with you. The call to action encourages the appropriate action at each stage along the funnel.
2. Make Early Offers Low Risk
It should be easy for potential customers to engage with your business. People are more likely to click a button that won’t cost them much time, money, or effort. You can then direct them to a landing page that gives you another chance to complete the sale.
3. Use Urgency to Increase Conversion Rates
When shoppers feel the opportunity is limited, they are more likely to buy. You can apply urgency to sales and offers in your e-commerce store through calls to action. For example, you can emphasize when a product is low in stock on the product page or through an email campaign, or create limited-time offers with phrases like “Buy Now – Only on sale until midnight.”
4. Test Different Colors
While there is no specific button color that yields the best conversion results, it’s important to ensure you use a color that resonates with your site visitors and reflects your brand. You can use A/B testing to create versions of the same call to action button using different colors to see which one generates a higher click-through rate.
5. Use Simple Button and Text for the Call to Action
It takes 50 milliseconds for a visitor to form an opinion about your website or ad. Therefore, simplicity is crucial. You can make your call to action simple by using buttons to direct visitors’ attention to the actions you want them to take. Although most Shopify templates already include call-to-action buttons, make sure to place the buttons at the right points in the customer journey.
6. Use Engaging Hero Images
You can use hero images – the main and prominent images on your website – to highlight a product or collection. Images are often used as visual calls to action. Ensure that the hero image directs visitors to the product or collection page to make them browse faster.
7. Keep It Above the Fold
The term “above the fold” comes from the newspaper industry, where the most important stories appear on the top half of the front page – the part you see when folded in a newsstand. Above “the fold” for your store is the area visible without scrolling or scrolling down. It’s the content visitors see right away when they enter your online store. If you can grab the visitor’s attention above the fold, they are likely to continue clicking and navigating through your store.
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Examples of Effective Calls to Action for E-Commerce
Examples of Calls to Action on Facebook and Instagram
1. hideAWAY: hideAWAY uses emojis in an eye-catching pop-up window on the homepage to encourage visitors to engage in the SMS and text marketing list.
2. Ladystrategist: Ladystrategist promotes a mini webinar to capture the attention of potential customers in its Facebook ad.
3. Slidequest: Slidequest uses attractive images and bright colors to capture attention and limited-time offers to encourage clicks.
4. Sephora: Sephora uses Instagram Stories to create a sense of urgency and encourage followers to click the link before the time runs out.
5. 5 Napkin Burger: 5 Napkin Burger uses Facebook ads to attract new customers and generate a database for future marketing efforts.
Examples of Calls to Action on Websites
8. Mattel Creations: Mattel Creations uses call-to-action buttons on the homepage to target visitors looking for a specific product.
9. FashionNova: FashionNova uses a pop-up window to grab the attention of site visitors and increase sales opportunities.
10. Zanerobe: Zanerobe collects visitor data through push notifications to increase click-through rates.
11. Pura Vida: Pura Vida uses embedded calls to action on category pages to attract visitors and increase conversion rates.
12. Craftd: Craftd uses a pop-up window to grab attention and build an email list.
Examples of Calls to Action in Emails
13. Cotton Bureau: Cotton Bureau uses email announcements to create urgency and encourage clicks.
14. Buck Mason: Buck Mason uses multiple calls to action in emails to enhance surrounding content.
15. Magic Spoon cereal: Magic Spoon uses a call to action in the email to create urgency and encourage orders.
By using these tips and tricks, you can improve the conversion rates of your e-commerce store. Experiment with what works and make adjustments to what doesn’t, then witness your sales increase.
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