I’ve said many times that store pages need a definitive call to action. I fear, though, that I’ve been remiss in explaining what a CTA is and the importance of its design and placement. In this post, I’ll look at examples of CTAs to determine what works best for your online store.
What Is a Call to Action?
A call to action tells shoppers what to do. The action can be anything from learning more about a product to finalizing a purchase. On a product page, the CTA would likely be the “Add to Cart” button. On a landing page it could be a “Learn More” or “Customize Yours” button. Ideally, it’s the most important action you want the shopper to take.
Source: Target.
The CTA isn’t necessarily a prompt to purchase. It can be used for the collection of data (such as encouraging a visitor join the email list) or to determine what your audience wants (by asking questions).
How to Use Calls to Action
CTAs can be used to do one or more of the following.
Promote the direct purchase of a product. Via “Add to Cart” or “Checkout Now” buttons.
Source: Lowe’s.
Promote product knowledge. “Learn More” or “Browse All” buttons.
Share with others. Social sharing links or buttons.
Sign up for email newsletters, text messages, or contests.
Highlight sale and clearance items. An “On Sale” CTA can be used to add value to the store or brand, while a “Clearance” CTA can be used to make room for new product lines.
Ask for information. By asking visitors specific questions,…
