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Calls-to-Action in eCommerce Done Right

Creating an online store requires considering numerous factors. From visual components to on-site functionality and calls to action, it’s hard to underestimate the effort invested in leading the user to a purchase. You should make sure your site stays up to the minute and satisfies the growing user demands.

In this article, we will discuss why your online store lacks completed purchases. We’ll also give some advice on how to make your CTAs hit the target.

What You Can Do for Your eCommerce Success

One of the ways to optimize your store is to build highly responsive and mobile-friendly PWAs. They allow you to bring your store to the top of the search with unsurpassed speed and performance, as well as provide your customers with an app-like experience remaining a website. Options to develop a PWA include building it from scratch or using Magento PWA Studio to modify the pre-made themes.

Suppose you’ve spent a lot of time and investment in developing an eCommerce website. You have a lot of visitors to your site every week but no or minimal sales. It raises many questions including why visitors are abandoning their shopping carts in your online store.

Many online store owners spend lots of money on marketing and advertising but don’t receive the corresponding amount of sales. Of course, there can be many reasons for this situation. For example, it is difficult for your visitors to navigate your site, you provide an insufficient assortment of goods, and much more.

The most common problem for eCommerce sites is the lack of proper calls to action. Thus, you will lose many potential customers who were ready to buy your product, but the site didn’t push them to complete the process. Or the process was too complicated and lengthy. Since visitors don’t know where to click when they land on a page, they can leave your site without a second thought, failing to make a purchase.

Further, we will help you understand the tactics for implementing the best eCommerce CTAs to maximize your return on investment.

How to Make a Perfect CTA for an eCommerce Site

1. Place the CTA Properly

First of all, you need to think about the correct placement of the call to action. If you can give a clue to your audience, it can affect visibility and, in turn, conversions. You might think that the CTA should be as high on the page as possible, but this is not the case.

Keep in mind that users must first examine the page content. And they do it, in most cases, from left to right and from top to bottom. That is, they begin at the top left corner and scan the left side of the page. And if something interests them, then they look horizontally.

With this approach, you should place essential elements on the left side of the page, including a CTA. Also, if your page is rich in content, it is a great practice to place your CTA in the center of the page. For CTAs, the main thing is to choose the right time when the user is ready to perform the desired action.

For example, it would be a mistake to place a CTA in the header or at the top of the sidebar for product pages in an online store. The visitor needs time to get acquainted with the product, read the characteristics, and see the rating. As we can see in the Lake Champlain Chocolates product page screenshot, the “Add to Cart” button is usually located below the product information.

Screenshot taken on the Lake Champlain Chocolates official website

You can implement heatmaps to help you choose the best location for your CTA. They show how many people scroll down the page and where they focus their attention.

2. Engage Users with the CTA

Consider people’s behaviors when making a good call to action. To increase conversions and sales, play on feelings of curiosity and anticipation. A great way to spark the interest of your audience is through gamification. If you turn shopping into a game, then you have a better chance of getting people to click on the target action button.

For example, Pura Vida Bracelets offers visitors a coupon wheel with various bonuses. By clicking on the “SPIN ME” button, a person can get either a 10% discount or a free bracelet.

Screenshot taken on the Pura Vida Bracelets official website

Also, if used correctly, you can embed animation on your store to grab the customer’s attention. Since the site usually has a static environment, we immediately notice even the slightest movement. But you need to watch out for some details when using animation.

Visitors can focus on animation loops rather than concentrate on other messages. Also, animation can dramatically decrease the performance of the site. To avoid this, don’t loop the animation, but start it when the user scrolls.

3. Apply the Right Colors

To draw attention to your call to action, use contrasting colors that will make the CTA stand out from the rest of your website content. The choice of color remains polemical and differs among experts. Various factors, cultural characteristics, and associations can influence the success of a CTA color.

Disputes can arise as to whether red or green will generate more sales. Many people think that using red can stop people from buying, and they choose green for CTA. Because red can mean prohibition, stop, and danger. And green, on the contrary, conveys calmness, movement, and confidence. However, in some countries, for example, in China, red symbolizes good luck and prosperity and evokes positive emotions.

Practice A/B testing to track people’s reactions to the same CTA of a varying color. However, the fact remains that it is contrasting colors that increase the conversion and visibility of the CTA.

For example, if your website’s primary color scheme is blue and white, using a distinct color will significantly affect the visual impression. We can find such an example on the Overstock website. On the main page banner, the primary buttons that attract buyers are red, deviating from the rest of the information.

Screenshot taken on the Overstock official website

Also, don’t limit your experiments to color alone. Use a combination with other attention-grabbing techniques such as a different font, size, or button presentation of the CTA to get the most out of it.

4. Create a Buzz with Limited Offers

Strict time frames can help strengthen your call to action. If we focus on the fact that the offer is valid only today, a few days or hours, then the potential clients will have more motivation to make a quick decision to not miss out on their benefits. At the same time, all elements of the content or letter, starting from the topic and the main body, should emphasize the limited supply and create a rush of demand.

The CTA button should act as the last and most compelling argument, suggesting the only correct conclusion. Add the phrases like “You can’t miss the 50-80% discount” and “Take it while you have the opportunity” to “warm-up” the subscriber.

The example below indicates the hero image of the Coco Reef website. The offer says that the promotion is dedicated to Memorial Day. Thus, it’s limited in time. The CTA also receives greater emphasis with the words “Shop Now”.

Screenshot taken on the official Coco Reef website

5. Remove Distractions

Having a well-thought-out CTA also entails the absence of competing elements. When users land on your main page, they spend less than eight seconds evaluating it. So, make sure other parts of the page don’t distract them from the primary purpose of their search. Every element should serve the needs of your CTA so that visitors get into the sales funnel.

There are several approaches to stress the importance of a call to action. One of them is to reduce the number of screen elements on a page with images complementing the CTA. Another answer is to make large spaces between the call to action and other features. Removing all the unnecessary factors will significantly boost conversions even with a relatively weak call to action.

Below you can see how Columbia highlights the CTA on its main page. The image featured on the banner edges the “SHOP SALE” button, which is in the white rectangle to produce an additional focus of attention.

Screenshot taken on the official Columbia website

To Sum Up

A CTA is an indispensable tool that helps you sell your services and products, for which you create a website, landing page, or letter. Even small and simple changes can have a significant impact on conversions.

However, no method can guarantee you an increase in profits. A/B test different colors, sizes, fonts, page positions, and their combinations. It can dramatically increase the visibility of your calls to action and the resulting conversions of your site.

Among other things, don’t just focus on the CTAs. Stand out from the competition, optimize your website, and create sublime product descriptions to employ your online store to the fullest extent.

About the Author

Alex Husar, Chief Technology Officer at Onilab. For over 8 years he’s been working on Magento migration and development projects as well as building progressive web apps (PWAs). Alex is an expert in full-stack development who shares his expertise and in-depth knowledge on modern technologies and Computer Software Engineering.


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