eCommerce Glossary: Call to Action

Glossary

Call to Action (CTA) with Examples

What is a Call to Action?

Want to make your audience say “WOW” and end up taking the call to action on what you want? This article focuses on some eye-opening ideas and strategies that’ll boost ROI for your online business.

Online business is all about understanding your customer's needs and requirements. When you inspire people, understand their emotions, and solve their problems by coming up with a solution, the prospective customers will 100% draw towards your business.

But we can’t fully conclude it the ultimate solution to grow your online business. You can inspire people, but you’ll have to think deeply beyond the ordinary that influences someone’s decision-making power, and finally, they end up buying the product from you. Therefore call to action is the perfect way to get a profitable reaction.

Two people collaborating on web design with connected UI components

Call-to-action, popularly known as CTA, invites a user to take prompt action. In marketing, a call to action is considered an important thing that directly triggers your prospective customer's minds and provides them an instant idea about what they should do now.

Simultaneously, a user becomes compelled to turn into your customer and visit your landing page. Shedding more light on the general appearance of the call to action, then most of the marketers use-

Some Short Words (Free, sign-up, and check price)
Attractive Call to Action Button On Website
Use of Video Advertising with A Call to Action Element

But there are some additional parameters that you’ll have to bear in mind for the successful execution of this fantastic cta marketing strategy.

Industry Standards to Creating a Compelling CTA

Elements of a Strong Call to Action

It'll not work if you're still using traditional types of call to action elements like "sign-up," etc. By opting for this style, you can't expect higher conversion. It takes time to choose the best CTA, as there're many things required for the perfect execution. For example, it must include-

Stunning Design: Use a visually appealing design and keep it relevant to your content. Make it bright and intuitive, so that it grabs the user’s attention immediately.
Clear Message: Keep the message clear so that it meets the intent. You also need to instantly provide an idea to the user what they should do now.
Actionable Text: Always stay creative and use compelling action-driven text. For example, "buy 1-get-1 free." It attracts the audience to buy more and your cta marketing technique works like a charm.
Short message: Make sure that your CTA is concise so the user instantly understands what it is about. Keep it short and do not include more than five words.

Leading companies carefully consider all these things that deliver high conversion into their business. Make sure you're using the call to action button and text strategically and smartly because it will be an essential element that'll be drawing customers to your landing page. You can also track the result to get an idea related to the CTA. This will help you to understand if it's working in your favor or not.

Gather Insights By Analyzing and Comparing CTAs Across Your Industry

Amazing Real-World Calls to Action Examples

Without a clear example, it’s often difficult to understand how a perfect CTA button or message should look like. Do you want to understand how your competitors design their CTA and how you can also execute their strategies into your business?

You'll get insight into everything once you go through some of the mind-blowing calls to action examples.

Hotjar "Try It Free" CTA Example

Here, Hotjar is using an elementary white background with a red call to action button asking you "Try it Free" No wonder, it's the first thing that'll 100% grab the user’s attention. This is because the word “free” is considered the most clickable element when it comes to CTA marketing. The company also shared a message about how they offer you a service in a "fast & visual way". These short words define it all.

Canvas Pop Descriptive Image with CTA Button Example

Here comes the next best example of CTA marketing. You can easily understand what CanvasPop is providing as the company has kept the lines descriptive and straightforward. The company is also providing some additional features that the customer will get in their product in a concise summary.

However, the "Learn more" button is quite a simple message, but the picture on the wall is clearly defining the audience supporting the message. Also, the brand name is self-explanatory. That's why people who want to use their service will click on the "learn more" button. They will get routed to the next page where they will get additional information about the company.

Megfitzcooks Picture with CTA Example

The name ((Megfitszcooks) is descriptive enough to inform the user that this account's owner shares pictures and recipes related to cooking. Also, there's some beautiful and tasty snack featuring on the main screen. Any person who's is either interested in learning cooking or loves eating food will not be able to stop themselves from getting into the account and explore what they have to share.

This is all that every business marketers want. However, not even a single line has been mentioned. Only "visit Instagram profile” is enough to land a customer at the designated location.

Backlinko Sign Up CTA Example

Here, Backlinko is trying to collect people's email addresses to stay connected with the user through email marketing. But why would someone give their email address? The bright picture clears it all. Backlinko is providing a clear message, "Free exclusive traffic tips”.

A person who has recently launched their website would like to see those tips to increase their website traffic. Moreover, since it's free, a person would not hesitate to provide their email address to get proven SEO and traffic tips.

OptinMonster Download Now CTA Example

Just like Backlinko, Optinmonster also wants to collect email-address for further marketing processes. And why the audience will give them their email address because Optinmonster is giving them premium information for free.

Optinmonster, ask for the user’s email address, in return for their "12 proven ways" that help a business owner boost subscribers. People who were looking for this thing for a very long time, without thinking twice, will end up providing their "email address."

Give Basecamp a Try- It's Free For 60 days CTA Example

It's another great call to action example, and you can see the transparency that the owner has provided in this message. The most notable thing is the white background with a bright blue button on which "free for 60 days," is clearly defining that it’s undoubtedly a great deal.

Data Driven Decisions, A/B Testing, Performance Optimization, Profit

Tips to Create Compelling eCommerce CTAs

Let’s understand a few best practices to follow and use Call to Action in your business to drive sales.

Use Proven Call-to-Action Phrases

Some of the words and phrases drive more clicks and generate a buzz among customers. Your best phrase or words is unique to your brand identity and business. Some of the proven phrase to hone in more customers to set are

Learn More -This could be for discount offers, sales, etc.
Buy Now- This is direct and to the point, encouraging to buy
Join Free- This word is a sure bet to persuade visitors to the loyalty program
Add to Cart- This word is easy to recognize and a compelling feature to leverage sales

Make Mobile CTAs Fill the Width of the Screen

It is sometimes annoying to purchase on the mobile when it is difficult to tap the main CTA. Mobile-friendly CTA is the most neglected feature on most of the sites. And the number of mobile customers is growing day by day and users with advanced handsets. So, it is important in providing a responsive and seamless mobile-friendly experience. This means CTA should go past the 'Thumb test' and ensure the user can click the CTA with ease.

Test Different CTA Colors, Shapes, and Sizes

There is a no thumb rule to decide on which color works best for Call to Action. But a persuasive color change drives customers to decide and purchase products. The chosen color for CTA should complement visual elements and varies with industry. To make an impactful CTA size, color, and shape are essential. Use multiple testing processes to consider which color combination, size, shapes fits. This procedure changes from products, industry, and site to site.

Use an Imperative Phrase in Call-to-Action

Phrases like 'Orders', 'Don't Miss Out', 'Buy Now', 'Click here' are all imperative Call to Action. Imperative phrases are those words that suggest someone do something. A CTA would not be as performant if not used in the right manner and tone.

Don’t Make Visitors Scroll below the Fold to See the CTA

The placement of CTA is essential and is positioned above the fold than below. 20% of the customers are willing to scroll down the fold to view the CTA, especially on mobile devices. Customers are commonly persuaded for a swift buying decision when CTA is above the fold. Most of the large eCommerce sites follow this principle while deciding on the layout.

Place Important Information Next to the Main CTA on Product Pages

Customers would like to spend a minimum of time scrolling pages before deciding on products. Optimized product pages keep the purchase process easy and simple. Avoid page clutter with irrelevant information and focus on to provide legibility. This is one of the effective methods to provide a frictionless customer journey.

Limit Clutter (Especially on Mobile)

Limit unnecessary clutter and distractions for pages when a single desired action is required. When you wish the customer to use 'Add to Cart' the intention should not be to navigate to social media sites. This is a must focus option when it comes to mobile devices where space constraint exists. So, it is better to reduce the usage of too many navigation bars.

Display Security Seals Next to CTAs

Payment processors and logo on the product and checkout pages to add credentials. Buyers hesitate if they don't trust the website and an easy way to overcome is to add seals. Seals reassure customers to use their payment credentials to purchase products. E.g. Visa, MasterCard, PayPal.

Include Urgency Building Elements Next to CTAs

Motivating customers and creating urgency to buy products is an interesting method. Urgency building elements like:

Low stock indicators
End of sale
Countdown sale
Recent purchases

So, this is how call-to-action works. If you also find the CTA examples stated above, matching your business style, and supporting your business strategy, go ahead by taking some inspiration!