These call to action examples will show you how online stores can use them to drive conversions.
Have you ever wondered what high-performing landing pages or eCommerce websites are doing right? Well, there are multiple individual elements that are working towards converting store traffic into customers.
One of these elements is the Call to Action (CTA). Your store visitors will take decisions based on how good your CTAs are.
In this post, we will be discussing what a “Call to Action” is, why your eCommerce website needs them and how to create CTAs that boost conversions.
What is an eCommerce Call to Action?
eCommerce Call to Action is a button or phrase that can be on a banner, landing page or content that convinces the visitor to take a particular action.
A CTA tells your store visitor what step they should be taking next. It guides where they click, and the virtual path they follow.
The most basic CTA that you have all seen is the “Buy Now” or “Add to cart” buttons. They tell you that if you click on these buttons, the specific actions of completing the purchase or adding the product to their shopping cart are going to take place.
Strategically placed CTAs with compelling and relevant text can catapult your online store conversions at minimum cost.
A CTA can be in the form of:
- A text that has been hyperlinked
- Buttons
- Plain text without links
The texts can be accompanied by images if you want.
CTAs are not limited by the number of words or how you place them.
But, eCommerce businesses over the years have seen certain techniques and best practices that have seen a higher conversion rate.
Let’s look at some of these.
Best practices for effective eCommerce Call to Actions
Create urgency
If the text on your CTA can create the fear of missing out or FOMO, there are higher chances of customers clicking. A sense of urgency tells the shopper that the opportunity is right now, it’s limited and that they will be missing out.
Phrases like “Sale till midnight”, and “2 left in stock” are all designed to create a sense of urgency.
Use action words
The language on your CTA shouldn’t be vague or aimless. Even if you are providing the information that the customer needs, they still need to know what to do next.
The CTA guides them. Insert an action word so that the shopper has an idea of what is in store for them.
For example, saying “Buy now” is different from “Learn more”. It clearly defines two different forms of action. One is to complete a purchase, on the other hand, the other allows the shopper to know more.
You can find some powerful Call to Action phrases and examples here.
Focus on the design
The reason your store visitors will click on the CTA is if they can find it. A good design of the CTA is important so that it catches the attention of the viewer.
Unless the CTA is clearly visible with relevant text, the customer will not know what to do.
Even though there aren’t any clear-cut techniques that guarantee conversions, some practices are considered to have performed better than most.
For example:
- The colour of the CTA button should be in contrast to its background.
- The size of the text depends on the context. However, the most common CTA’ buttons have 2-6 words on them.
Related read: The Do’s and Don’ts for the perfect eCommerce website
Strategic placement
The CTA should have some white space around it to avoid blending into the rest of the text. The idea is that store visitors should be able to immediately locate it.
A good idea is to have hero images or banners that have the CTA.
The hero image can then link to the particular product. The hero image can be used to highlight a particular collection or best-selling products.
Another best practice is to always place the CTA “Above the fold”.
The “fold” refers to the part of the website that a visitor sees without scrolling down at all. Any content that is above this line is immediately visible to the store visitor.
Placing a strong CTA there is super effective since it reduces the browsing time for a visitor. They are enticed to complete a purchase through the link placed in the image.
You need to know your target audience well to craft CTAs that persuade them to buy. Our eCommerce Trust Report 2022 contains some useful insights on what eCommerce consumers expect from brands. Get your free copy of the report today!
Powerful eCommerce Call to Action examples and why they work
Here are some Call to Action examples that you can draw insights from when designing CTAs for your own online store.
1. Trello
Why does it work:
- Each CTA is specific to the function of the landing page it will lead to. Whether its “Compare pricing” or “Tour Trello”
- The CTA buttons have enough space around them to perfectly guide where the consumer should click.
- “It’s Free” gives an added incentive.
- “Start doing” – deviates from the normal action phrases but it represents the core purpose of Trello as a brand.
Related read: 7 Work from home tools you need to boost your productivity
2. Nua
Why does it work:
- The bright colours on the hero image are relevant to the text. It’s summery. It gives an idea of the theme and intended action to those who visit Nua.
- The text is to the point and has a clear value add.
- The word ‘Free’ is in red. A colour that again denotes urgency.
Related read: How to sell cosmetics online in India
3. Instamojo
Why does it work:
- The CTA to “Get started” is in clear contrast with the background. It is easy to locate, and without any other confusing CTA near it. Simple and elegant. Exactly in line with what Is the promise of Instamojo – “The simplest way to sell anything online”
- The rotating text in the headline is creative and shows the variety of things that sellers can sell online when they choose Instamojo as their eCommerce website builder.
That art girl
Why does it work:
- That Art Girl uses a unique Pop-up with the CTA to “use the discount” is quite unique, creative, catchy and to the point.
- The hero image on the right shows exactly what would happen when the consumer clicks on ‘shop more’. It promises the consumer that when they click on it they will be able to browse through a collection of swanky paintings.
This store has been created on Instamojo.
5. Kissmetrics
Why does it work:
- For a brand like Kissmetrics that has multiple offerings, it is important to create a differentiator. With two clearly different CTAs, the brand is allowing the consumers to choose their proffered content from the get-go.
- It reduces the browsing time for a consumer to actually look for what they want. Or to wait for what they want to come across. This allows them to cut through the clutter.
Related read: Analytics on Instamojo online store: how to get started
6. Calm
Why does it work:
- The CTA is clearly defined on the homepage of Calm. They want you to find YOUR calm. And then they ask you specifically what you need help with. You can choose the action you want to perform and get targetted content that helps you and only you.
- The image behind the hero text is calm, inspiring, and not distracting. It helps you concentrate on just the text and what the brand is asking from the consumer.
7. Bykudrat
Why does it work:
- The two CTAs with two different colours help the consumer decide what they want to do. Do they want to continue shopping with the “Add to cart” or do they want to complete the purchase with “Buy now”.
- If the consumer does want to continue shopping, not only do they have some best sellers of ByKudrat displayed on the right, but they also have the clear CTA to go back to the store to browse more.
- Additional bonus? The social share links are within the eye movement range, and if the consumer wants they can easily share the product with people on different platforms. This increases exposure for the brand too.
This store has been created on Instamojo.
Related read: How to set up social media for small businesses: A complete guide
8. Sleepy owl
Why does it work:
- The text on the CTA is relevant to the context and quirky. It excites the consumer and incentivizes them to actually perform the action on Sleepy Owl’s website.
- The text for both the CTAs is to the point and has a clear value addition. They are not just selling the product, but also offering an experience with it.
They have further drawn your eye to the free product they are offering. “Free” has a psychological impact on all eCommerce shoppers. By highlighting the word Free in yellow (a colour that stands out from the rest of the visuals), they are ensuring consumers are drawn to the offer.
9. Boat Lifestyle
Why does it work:
- Boat Lifestyle has chosen a bold website design strategy. By going ahead with the colour black, Boat is already taking a risk (that has quite paid off). In a sea of black, the CTA with the red colour is sticking out.
- Having CTAs that are bright red in colour, is a sure-shot way of grabbing the customer’s attention. Bright colours like red often scream urgency regardless of the text in them.
Try some of these strategies for your own online store and let us know how well they work for you. Got some suggestions that we missed? Reach out to us on our Instagram account.
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