Calls for action (Call to action) that you add to your content are crucial to pushing your audience towards conversion. Whether it is a question of completing the purchase, subscribing to the newsletter or downloading an e-book, the world in which you ask your audience to perform this action is crucial for the final result.
Always use clear, concise and convincing calls to action
The Golden Rule of Call to Action It is always to use clear, concise and convincing invitations to action, which correspond to the path that the buyer has taken up to that moment.
This means that call to action should always make it extremely clear What action do you want users to take, but also match the "temperature" your audience is in at that moment. A request made too early or too aggressively with respect to the path towards conversion risks having no grip.
Let's take an example: adding a "Buy Now" button in a blog post could be a bit aggressive, and a "more information" invitation to action may be more suitable.
In this sense, in e-commerce the path that leads the user to purchase should be littered with call to action that do not distract the potential buyer, but rather prepare him for the most important action. You can add buttons like “View reviews"Or"Add to Cart” To your product pages, as they are very useful and tell users exactly what they can or should do next.
Use call to action that work
It has been shown that Some sentences generate more clicks. The best phrases for your pages will be unique to your brand and site, but focusing on proven examples, you can get the results you want much more effectively.
Here are some of the best phrases to use in a variety of ecommerce scenarios:
- FURTHER INFORMATION - A "soft" phrase that does not require commitment and can be used to advertise offers, discounts, sales, etc.
- Sign up for free - The word "free" is always a safe bet. Use it for CTAs that lead visitors to join a loyalty program
- BUY NOW (with one click) - The phrase "buy now" is simple and relevant. You can also provide a one-click option like Amazon to make the purchase process even easier. Amazon includes a one-click purchase option on many of its product pages
- Add to Cart – The reason "add to cart" is so popular is that it works. Customers immediately recognize this CTA and are exploiting an automatic behavior using it on your product pages.
Make mobile CTAs fill the width of the screen
Have you ever tried to make a purchase using a mobile phone, and being bothered by the difficulty of touching the right buttons? With the ever-increasing use of mobile devices for online shopping, it is essential Making your mobile experience as simple as possible. And this means that the CTAs must pass the "thumb test". Most of the best online retailers, such as ASOS, have CTA in full screen.
Call to action For mobile devices they are one of the most overlooked elements in product pages. Ensure customers can click on thumb mobile phone action calls, making them the full width (or almost the entire width) of the screen.
Try different colors, shapes and sizes of the CTA
There are no definitive data on Which color or shape works best for calls for action. A simple Google search will produce multiple and seemingly conflicting case studies on how retailers have increased their conversion rates with a single CTA color change.
Choosing the best color for your CTA is not as simple as it looks. must adapt to other visual elements of the page e can vary from sector to sector. It is also important to remember that to bring out an invitation to action means finding the best mix of three essential elements: size, shape and color.
The test here is the keyword. In terms of color, in general, blue, red, green and orange work best. But best practices can vary significantly from site to site.
Obviously you shouldn't implement blind changes. Relying on the results of a few hundred visitors is a bad idea. But industry standards do not replace your data based on adequately formulated sample size.
Don't slide visitors below the fold to see the call to action
This element is also known as Place the CTA "Above the Fold", that is to make sure that it does not slide under the screen and always remains visible.
Only 20% of visitors will see a call to action that remains below the fold (under the visible screen), especially on mobile devices, where it is most common for customers to take Immediate purchase decisions in situations that do not favor the reading of the information below the page.
Include Urgency Building Elements Beside CTAs
Creating urgency is one of the most foolproof ways to motivate customers to purchase. Online resellers who actually create urgency through their product pages Conversions are increasing up to 12%.
Include some of the following urgency building elements on your pages:
- Low stock indicators - Show that you only have a number of remaining items and also that some items are sold out, indicates that a product is popular
- End of sale dates: Show the end dates of the sale next to the CTAs to remind customers that they have a limited time to act
- Countdown Timer – You can also consider showing end dates of sale with a countdown timer as this gives more immediacy upon expiry
- Recent purchases and current viewers: Booking sites use this tactic in an exasperated way. Whenever someone view a room on a site like Booking.com, a notification will be displayed next to the main CTA, increasing the sense of urgency.
Other useful information
- Enter the CTAs in the right stage of your sales funnel
- Use the terms used by your audience
- Always direct users to a relevant page of your site (e.g. a product page compared to a generic contact page)
- Within the same page, insert multiple buttons, so that users have more conversion opportunities