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.

Stellar photography and a simple CTA to promote a specific look or theme works well for home decor. <em&gtSource: Target.</em>
Stellar photography and a simple CTA to promote a specific look or theme works well for home decor.

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.

The most common CTA is the
The most common CTA is the “Add to Cart” button. Incorporate compelling, salable text for a bigger impact.

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.

Using top-of-page banners to promote sales and special features can work well. Urban Outfitters also uses a scrolling slide-in feature to entice shoppers to peruse new looks for the summer.
Using top-of-page banners to promote sales and special features can work well. Urban Outfitters also uses a scrolling slide-in feature to entice shoppers to peruse new looks for the summer.

Ask for information. By asking visitors specific questions,…