Having a call to action (or a CTA) on your eCommerce site is an essential function, but most companies won’t think too much about what their CTA is, how it’s organised or what it looks like on the page. This can be a huge oversight, as it can have a dramatic effect on how your customers shop on your site, the actions they take, and also your conversion rates. All of these factors will affect your website’s overall performance sales-wise, which isn’t something to be ignored if you’re in the eCommerce business!
You first need to take stock of what your current CTA is doing for your store. Play around with your CTA using different styles, colours and fonts and create annotations in Google analytics to track how your edits affect your conversion rate. If it’s your first site, evaluate other retailers’ call to action buttons on their site. It is especially to see how your competitors compare – you may have compared sites before, but how much attention did you pay to the CTA button itself? There are so many smaller elements of sites that make the big fish in the pond the biggest retailers of their sector.
Ensure your call to action flows with the page properly and is situated in the right place for the consumer. The button should be next to the product and adjacent to the delivery options so that the customer has time to review the item and get interested in the item before they see the “Add to Cart” button. As most people read right to left and top to bottom, it makes sense to have the final call to action around the middle/bottom right of the product as this is the last thing the consumer will see after viewing the product. The CTA should always be placed above the fold – customers who have to scroll tend to purchase less, and your conversions will drop as a result.
It’s important not to make the button too fancy or elaborate as this will make the message harder to read and less of a visual focus when looking at the product’s site overall. Filters and fancy lettering will only detract from the main point of the button, no matter how much you want to make it look more attractive or fit into the rest of the site. If it’s not appealing or looks messy, fewer consumers will click on it. The most popular colour for a call to action is green as this has connotations of progress, nature, hope and safety and is almost always associated with positive things, making it a ‘friendly’ and persuasive colour to assign to your CTA.
Secondary CTAs are so important and you need to ensure your site has them in order to give the customer another option other than spending their money. Encourage them to save it to a wishlist to revisit later, or that you can email a reminder to them of. Link up your social buttons to encourage people to share it with their networks and their friends as this will keep it in the back of their mind for a later date. Without these options, users only have the options of purchasing or leaving your store completely – this way, you’ve given them a positive action to complete that they will associate with the site.
Make It Stand Out
Your ‘Add to Cart’ button is so important, but it can be overshadowed by other buttons on the pages such as the “Add to Wishlist” button or social sharing buttons which can be a big negative when designing the site. The button needs to be clear and easy for the customer to see so that it’s in their mind as soon as they land on the page.
Don’t underestimate the importance of having anchor text next to a product. This can be used for SEO, but also link visitors to different pages of the site and increase your clicks. According to HubSpot, anchor text can increase conversions by more than 120 percent. The text can be something as simple as “Looking for cat accessories?” or “See how our expert Linda uses her blender!” that will link to blog posts or other category pages.
The most important aspect of considering all this is the end-goal which is to improve your conversion rate. You will need to track how these changes affect your site and which call-to-action works best for you. Tracking this will give insight for the future of your website and give you a point of reference when making any necessary changes.
If you need help with your conversion rates or want to discuss your strategy, get in touch with us today!