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Your site has been up for a while now and you are receiving more and more traffic, however, very few people actually convert to buy your products or services.
Call to actions help you push your visitors through each stage of the conversion funnel, increasing the chances of them making that all-important purchase.
Stages:
1. Awareness - First encounter with the product or service
2. Consideration - Product/Service Comparisons
3. Transaction - Purchasing the product or service
4. Retention - Building loyalty
1. Awareness
The first stage of the conversion funnel is Awareness. At this stage, the customer is just becoming aware of your products and services. From here, you want to move them into the Consideration stage, where they compare the features of your products or services with other brands.
A good call to action will direct them to a relevant blog or article reviewing and sometimes comparing the utility of your product or service to other brands. Most brands do this through a related article or even a related products section to consider other products.
The three design principles to always keep in mind with call to actions are Placement, Design, and Messaging.
- Ensure your call to action is well placed and naturally flows from previous text or image
- Place it close to an image of the product or service
- Place it close to a description of the product or service
- Use pop-ups to break the flow
For design, make sure to choose a contrasting colour and bolder font. As for messaging, be action-oriented and concise while exploring any creative branded terminology.
Action-Oriented CTAs- Learn more, Top features, Review, Compare, Buy, Shop, Sign up, Subscribe and Download
2. Consideration
Now at the Consideration stage, your customers become more aware of the value of your products and services. To push further on their journey, they need an extra incentive to encourage a transaction. We recommend a CTA demonstrating urgency and extra value.
Urgency CTAs - Limited Time, Limited Stock, Hurry, Now, and Today Only
3. Transactional
At the Transaction stage, customers are ready to buy. Any additional offers or incentives should be communicated to give that extra nudge of value.
Value CTAs - Save, Free, Sample and Discount
4. Retention
After convincing customers to buy, Retention builds loyalty and advocacy, transforming customers into advocates who encourage others to make purchases. We recommend personalised CTAs on special offers and extra incentives for sharing referrals.
Personalised CTAs - Exclusive, Tailored, Personalised and Customised
Conclusion
As a growing small business when building a well-optimised e-commerce site, focus should be given to each page, considering which stage of the buyer journey the customer is on. At each stage, the placement, design and message should be given strategic thought with specific call-to-actions used depending on if the customer is at the Awareness, Consideration, Transaction or Retention stage.
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