Crafting Effective Call to Actions for Your E-commerce Business

by Lois Leonard

2 min read

Your e-commerce business can use a call to action to improve its conversions, which helps increase revenue. Creating the perfect call to action isn’t an exact science. You need to use trial and error to see what works best. You want to take advantage of human psychology when crafting your ideas.

Call to Action Location and Design

You want your call to actions to stand out. Consider locating them on a visible section of your website, such as the landing page. Use contrasting bright colours that attract your site visitors’ attention. Try experimenting with different colours to see which ones lead to the most conversions. If you need the user to click on a button, make it stand out from other elements on the web page. You could also make the button pop up on the landing page after a customer has been browsing it for 10 seconds.

Provide a Reason to Take Action

Your call to action is to get customers to do something, such as subscribing to your newsletter or pressing a buy button on your e-commerce site. Give them a reason to take action. Customers are most likely on your web page to solve a problem. You want to use copy that encourages them to think your call to action provides a solution to that problem. Say you sell ice hockey safety equipment. You could encourage customers to subscribe to your email newsletter and get an free e-book that gives tips on selecting the best equipment for avoiding injuries. Consider using data analytics software to track the web pages on your site that customers frequently visit. Craft your calls to action to provide additional information about what customers are searching for on your website.

Create Urgency

A sense of urgency in a call to action improves conversions and sales. Let supply and demand work in your favor. If customers believe you’re offering them something of value that’s in limited supply, they’re more likely to take up the offer. You sell gaming software on your e-commerce site, as an example. Your call to action could ask customers to sign up for promotional emails to receive a free game. You could create urgency by stating that the offer is for a limited time only. Consider limiting offers to the first few customers only in your calls to action.

Offer Extra incentives

Customers may sometimes need extra incentives to press the buy button on your e-commerce web page. Try to use tactics in calls to action that reduce their anxiety about buying your products. You could include text under the buy button, such as money back guarantee or free shipping to encourage your customers to convert. To work out the most effective incentives to use, get to know your customers well. Consider using customer relationship management software to analyze their behaviour. Effective calls to action can help your e-commerce business because they encourage customers to act and maybe make a purchase or subscribe to your email newsletter. Understanding your customers behaviour can help you create calls to action that convert into sales.

References & Resources

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