Call-to-action buttons — or CTAs — prompt visitors to take a desired course of action, making them one of the most important elements of copy and UX design.
Common examples of CTAs are “Click Here”, “Submit”, and “Subscribe” buttons.
In ecommerce, a call-to-action is used to encourage sign-ups, book reservations, and of course, make a sale.
While there is no magical formula to creating an effective CTA, there are basic factors to take note of.
The Basics of an Effective Call-to-Action
Keep your CTA copy short and sweet.
It’s a copywriting rule that’ll never grow old.
An effective call-to-action should be specific and straight to the point. You can get creative with your copy by addressing pain points or even adding a sense of urgency on it.
- CTA that addresses pain point: “Yes, I want to lose weight the healthy way”
- CTA that creates a sense of urgency: “Book Now”, “Claim Your Free Tickets Now”
If your brand calls for it, you can also play with words and make your copy creative. CTAs like “Give [Product Name] a Try” or “Let’s Start Together” features friendly, conversational language that users can’t help but click.
There’s no single colour that works best for every CTA button. But when choosing one for your CTA, make sure it coincides with your brand and stands out from the rest of the page.
Here are a few tips to help get you started:
- Use a solid white background for your CTA button to make your copy as clear as crystal.
- Use a contrasting colour from the page background.
- Avoid crazy colours and animations.
- A/B test button colours and stick to the ones that get the most conversions.
Be careful where you place your CTAs. Position them in the wrong places and your page is doomed to fail.
For instance, the primary CTA works best when placed “above the fold.”
Your customer shouldn’t have to scroll all the way down to find it, especially when they’re a step away from making a purchase.
Not all CTAs need to be in-your-face, though. Some — like the subscribe, social, and offer buttons — work well in the headers or at the bottom part of the page.
They serve as supporting calls-to-action that keep customers in the purchase funnel.
Pro-tip: You’ll want to have fewer CTAs when customers get to your product page. This is where you convert them, not give them more ways to ditch your offer.
Must-Have CTAs for Your Online Store
Different pages require different calls-to-action. Each of them may have different purposes, but they all have the same goal: Earn conversions.
Now that you know the basics of making killer CTAs, get to know the best ones to use and where to position them on your online store.
Your Primary CTA tells visitors where they can get started in browsing your website. Make your copy clear; it should tell them exactly what to do.
If you’re selling products on your site, your primary CTA should usher potential customers to the product or catalogue page.
You may be getting a lot of traffic, but only about 2% results in a sale.
Have a Subscribe button to capture the 98% that are not yet ready to buy. Position the button at the bottom in places where you’re audiences won’t miss. This is usually right below the signup form.
Note that it’s not easy asking people to give up their email addresses. So a simple CTA might not be enough. Back it up with something valuable in exchange for their information, such as discount coupons and deals.
Don’t have anything in mind yet? No worries. Tell visitors that they’ll get tips, savings, or other incentives after signing up.
Your Buy CTA is the most important CTA on your ecommerce website. So make sure that the Buy button stands out from the entire product page.
Add to Cart
Your customers might not be ready to purchase yet, and that’s OK. In this case, give them the option to Add to Cart.
The Add to Cart button is considered the second most crucial ecommerce CTA. Position it together with your Buy button, but make sure that the latter is still more noticeable.
As much as possible, lessen the friction between the Buy and Add to Cart button to keep the conversions coming. This could be as simple as adding contrasting colours like the example above.
Adding social media buttons to your ecommerce store is a no-brainer. Almost everyone is connected to social media: Facebook, Twitter, Instagram, you name it!
Build an engaged community by adding social media buttons on the following places:
Another way of making calls-to-action that attract attention is to straight up state the value proposition in your CTA button.
People will want to know what they’re getting in exchange for a click.
Adding a freebie or a discount offer to your CTA will lead customers more into the conversion funnel.
How Not to Use CTAs
While your calls-to-action are one of the most crucial aspects of your website, you don’t need to overthink or overdo them.
Here’s a list of what not to do with your website CTA:
- Don’t overthink your copies. Your CTA will likely turn off customers if you spend too much time thinking about it. Remember, keep it short and straight to the point.
- Don’t overdo by placing CTAs all over your website. Doing so may confuse visitors, resulting in them leaving the website.
- Don’t let a CTA overpower the entire page. Enlarging the buttons won’t do you any good.
- Don’t let your CTA blend in the background. You may be maintaining an aesthetic, but you can always stay true to it while testing other colours out.
- Don’t forget to A/B test each of your CTAs. Even the slightest changes to your CTAs can significantly affect your conversion rate.
It’s inevitable to have to make some changes to your website every now and then, especially when you constantly test them out. You can either work with your web designer or test with the help of a website builder.
Start Tweaking Your Site
It’s never too late to get your calls-to-action right. After all, every change requires a trial-and-error process in ecommerce and digital marketing. Don’t worry — when you find the right CTAs that pique your customers’ interest, you’re going to hit a gold mine that will benefit your store in the long run.