A call to action is an important component of your eCommerce site. Call to actions arenâ€™t limited to landing pages or homepages. Each product page should have its own call to action. Think of them as the big â€œBuy Nowâ€ signs stores use. Most consumers wonâ€™t make the decision to buy on their own. They need to be instructed to purchase your products.
Retail sales people know this; it is one of the foundations of retail sales training. Ask your customer to buy the item instead of relying on them to make the first move toward purchase. On your website you need the same psychology. A call to action on your product pages will increase sales. Here are ten steps to create an effective call to action for your product pages.
- Give consumers a reason to respond to your call to action. List the benefits of purchasing your products, have attractive product pages full of information, highlight the price, and let them know exactly what they are buying.
- Position your call to action above the fold and in the center. This helps consumers see it and they are more likely to click on it.
- Use white space wisely. If your call to action is lost amid a bunch of clutter, customers may never find it. Leave a lot of room around it to call attention to it.
- Use a contrasting color for your call to action button. You want your call to action button to stand out, so employ basic color theory. For example if your background is blue, use orange as for your call to action. This is the complimentary color for blue and it really pops on the screen.
- Offer something extra to your customers. Free shipping for purchases over a specified dollar amount, a free gift with every purchase, or overnight shipping are all great offers.
- Donâ€™t make your call to action confusing with too many choices. Placing a free trial, a preview, and a buy now call to action on the same page can be confusing. If you want your customer to purchase the product, only offer this choice.
- Use language that creates a sense of urgency. If the offer is for a limited time emphasize this in your call to action language.
- Be direct. Call, buy, subscribe, register, and donate are all examples of direct language. Use action verbs that prompt customers to purchase.
- Sometimes bigger is better. Large call to action buttons are not only easier to see, but they are easier for mobile customers to use.
- Have a call to action button on each and every page of your website. They not only belong on product pages, but every page of your site.
Landing pages should be as attractive and easy to use as the rest of your site. Large attractive pictures of your products, informative content, and easy to see and use call to action buttons will result in more conversions and purchases. Use these ten steps to create truly effective call to actions for your product pages.