When we want our ideal customer to take some conversion action in the online store, we use the so-called call to action .
Also known as CTA or call to action, the call to action is part of a marketing strategy and serves to encourage an action.
More than just an incentive, actually. It is an invitation to convert, such as buying a product, downloading a catalog, accessing the online store's customer service channels, among other possibilities.
Understand how to use call to action correctly in e-commerce with Yampi.
Continue reading to learn everything about the subject and, as a bonus, check out more than 35 CTA options to adapt and use!
What is a call to action (CTA)?
Types of call to action for online stores
CTA Elements for E-commerce
Tips for creating a call to action that converts
35 call to action examples to use in e-commerce
Bonus: Social Media CTA Examples
4 common mistakes when creating CTAs for online stores
What is a call to action (CTA)?
Call to action , or CTA, is an English term that literally means “call to action”.
It is a sentence that begins with an action verb and invites the reader to do something, such as clicking, accessing, downloading, among other examples. The idea is to request immediate action.
Writing a good call to action requires basic knowledge of copywriting techniques and, sometimes, mental triggers, to indicate an action that must happen within a certain time frame. For example: “buy now”, “secure the last units”, “buy now and pay only next year”.
In marketing , there is no specific origin for the emergence of the term, but it is a concept widely used to indicate the next step in e-commerce , which involves completing the purchase.
And where is the CTA on e-commerce pages? On a button, usually denmark phone number data colored, at the end of the page or near the product price. But there are other uses, which we will explain below.
Types of call to action for online stores
In the context of an online store , the call to action is used in several ways.
Even though the main conversion for e-commerce is, in fact, the sale, there are other actions that contribute to the store's marketing objectives.
The main uses of CTA in e-commerce are:
In buttons
Buttons are the most common type of CTA used. They indicate a purchase or direct and effective access to something.
On the purchase page, the buttons may be next to the product price, or in the shopping cart to complete the purchase.
In banners
Banners are made up of images and placed in different parts of the e-commerce, such as on the main page, categories, throughout the pages directing to complementary products, and so on.
They include texts in CTA format directing you to a click or access action.
Read also: Ideas for creating the perfect banner for your store
In pop-up format
The use of CTA in pop-ups is loved and hated by many. A pop-up is a type of banner that “appears” throughout a page, or when the user moves the mouse cursor to close the tab.
By using text with a CTA in a pop-up, you can direct the visitor to a specific action, such as discovering the new collection, for example.
In forms
When used in e-commerce, forms with CTAs indicate that the person fills in the data to receive something in return.
Among the most common types of use is filling out the form to sign up for the online store's newsletter.
CTA Elements for E-commerce
To create a good call to action, it is important to pay attention to the details surrounding the text, such as:
Marketing objective: although it is part of a conversion process, the marketing objective behind the CTA can vary between purchase, increase in the lead base (in newsletter or form signups), or increase in the follower base (in CTAs to follow on social media, for example);
Verb: every CTA has an action verb, such as “buy”, “click”, “access”, “subscribe”, among others. An action verb is any verb that indicates something to be done in the text;
Verb inflection: the verb conjugation can vary, but the most common is to use it in the present indicative, as in: “sign up for the newsletter now”. Verbs in the infinitive can also be used (as in “buy now”), but this is not ideal;
Complement: to indicate a quick action, in addition to the verb, there must be a simple complement in the sentence, containing few words, as in “access the new collection here”.
Colors : following the logic of color psychology , green is the color that most encourages clicks, especially on buttons with CTA;
Landing page: the hyperlink present in buttons, banners and other e-commerce options should direct to a page that complements the CTA indication. If it is a purchase button, for example, direct to the cart or to the checkout page.
Tips for creating a call to action that converts
We've come up with practical tips to help you learn how to create CTAs that convert more in your e-commerce.
Follow!
Know your target audience
Understanding who you’re talking to helps you create calls to action that are more likely to convert.
For example, if your online store sells exclusive products to a specific segment of the public, a CTA indicating purchase makes the tone more about retail and represents less exclusivity.