eCommerce CTAs: The Key To Driving Customers To Action

Yuxin Zhu

Yuxin Zhu

Calls to action (CTAs) are an extremely crucial element in your website copy and marketing materials. It's what drives consumers to take action and move through the sales funnel toward a final purchase. The issue? Current statistics illustrate that conversion rates typically fall between one to three percent, leaving much to be desired when it comes to the average CTA.

The good news? Learning how to improve your CTA eCommerce skills is certainly possible. If you're trying to drive more conversions or action, this guide will provide you with an overview of what a CTA is, why they're important, and how to create a strong CTA for your site.

Before reading on, you can also check out how to Get Started with Replo. We work with you, in the fastest way, to modify, customize, and build on every part of your Shopify stores pages, down to the pixel!

What Is A Call To Action (CTA)?

Aptly named, a call to action is a button featuring a blurb that indicates to a reader what type of action they should be taking. For example, a newsletter promoting new blog posts might feature a CTA at the bottom reading, "Learn More." Basically, a CTA is designed to drive a user toward a specific action. CTAs and copy work together to move prospective customers through the sales funnel.

What Is A CTA In eCommerce?

Does a CTA in eCommerce differ from other types of CTA? All CTAs are action-based, but you will likely use more specific CTA eCommerce types that you might not use in other business models. For example, those running their own eCommerce business will likely use CTAs like, "Buy Now" or "Shop Today."

You're trying to get prospective customers to purchase your products, so you'll frequently use sales-based CTAs in your own business.

From Traditional To Digital CTA

Previous business models had to rely on print in order to encourage customers to make a visit to their store. Today, everything can be done at the click of a button. By incorporating CTAs into your emails, website, social media, and beyond, you can more seamlessly guide your customers through the sales funnel and to the relevant pages where they can learn more about and buy your products.

Why Are CTAs Important In eCommerce?

Purchasing a product isn't always a straightforward process. Whether you're trying to convince a customer to buy your product, provide them with more information about a product, or simply bring your products to their attention, CTAs are valuable aspects of your pages that connect customers to the next action. If they're enticing enough, they should help you boost sales in your business!

Examples Of CTAs

CTAs in eCommerce aren't going to look the same across the board. In fact, they might change depending on the type of medium that you're using to promote your products. Let's take a closer look at some examples of CTAs that will better illustrate what you'll be focusing on in your marketing strategy.

Facebook Ad CTAs

Facebook Ads are a powerful way to reach Facebook users, for which there are currently millions. Facebook Ads CTAs will typically focus on enticing your customer to learn more about a product they might want by visiting your shop. For example, a traditional CTA like, "Shop Now" might be used here.

Email CTAs

Email CTAs will vary based on the content of the email. Are you reaching out to prospective customers with the hopes of driving a sale? You might wish to include a button featuring a sale or promotion to get them to your site. Are you helping them learn more about your products?

If so, a CTA driving them to your blog is a good choice. Remember, the CTA should be relevant to the marketing in question.

Landing Page CTAs

Landing pages are designed to convince readers to purchase a specific product. As such, a sales-based CTA is extremely appropriate here. Just keep in mind that your landing page might not be the final sales page. If you have a secondary sales page before they reach their shopping cart, try to make your CTAs unique.

Instagram Ad CTAs

Instagram is another platform with a major user base. It's also the perfect platform for those who need to show off their products visually. Instagram ad CTAs might be a call to purchase a product or even a call to follow them on social media to keep up with new product releases.

Website CTAs

Website CTAs are almost always going to be sales-based, which is due to the fact that the customer is already on your website looking at your products. Keep these CTAs short and sweet and let your website copy do the heavy lifting.

The Replo Library of landing pages is a great place to peruse as you brainstorm efficient and useful CTA inspiration from some of the world’s top brands, all housed in one convenient location!

How To Write Your Own Call To Action

Knowing how to write your own CTA eCommerce material is half the battle. Here are a few tips on how to write CTAs that convert and drive action.

Use Strong Action Words

All CTAs are action-based. As such, using strong action words that encourage your users to perform a certain action is critical. Whether you're encouraging them to buy, shop, learn, or do something else entirely, always include strong action words in your CTAs.

Provoke Enthusiasm Or Emotion

Customers need to feel motivated to purchase your product. Using language that piques their interest or acts on their emotions is a great way to drive more purchases.

Give Your Audience A Reason To Take Action Fast

Urgency is one of the best tools in your belt for CTAs. Whether you're running a special promotion or you're selling a product that has a tendency to fly off the shelves, make customers feel that they have a limited time to take action so that they will be better incentivized to do so.

Use Numbers, If Possible

Are you offering them a certain percentage off of their order? Is there a steep discount that you want to advertise? If possible, try to incorporate numbers into your CTAs to underline the benefits of taking action.

No-Obligation Statements To Emphasize Low Risk

Buyers don't want to feel like their purchase is a major risk. This is why some CTAs will highlight benefits like free shipping, a 30-day return policy, try-before-you-buy programs, or other items that are designed to make customers feel more confident about their purchases.

Be Clear With Your Goal

Your CTA is designed to guide your customers to take action. However, it's up to you to determine what that action is. While your CTA should be concise, it shouldn't be vague. Make sure your customer knows exactly what you want them to do and is incentivized to do so.

Make Them Easy To Find And Stand Out

CTA eCommerce buttons shouldn't be buried. Make sure it's easy to find them so that your customers know exactly what to do next.

Be Creative

Don't be afraid to try out new things! If you find that a specific CTA isn't yielding the desired results, see if you can switch things up and add a better one that does drive action.

What Are Call To Action Buttons?

CTA copy is an important focus, but so are the buttons that this copy will be incorporated into. Here's what you need to know about CTA buttons.

Why Are They Important?

CTA buttons are important to have because they drive action by helping customers achieve a specific task. For example, if they're ready to buy a product, your CTA button encouraging them to buy will bring them to the sales page for that item.

What Size Should It Be?

You want your CTA button large enough to be noticeable without being overwhelming. If it takes attention away from your other copy or makes your website look bad in the process, it's too large. If you could easily miss it, it's too small.

Where Should I Position My CTA Buttons?

This will depend on the type of platform or page you're using CTAs on. For example, an email will likely have the CTA at the very bottom. Meanwhile, a sales page may feature CTAs throughout the copy after a short blurb of text.

What Color Should I Use?

Color psychology is an amazing concept to leverage in your business practices. If you're trying to express urgency, try red. If you want them to feel like their purchase is risk-free and reduce their anxiety, try making your CTA blue. There are plenty of amazing ways to use colors in your CTA buttons.

How To Know If My CTAs Are Working

So, how do you know if your CTAs are working? The best way to evaluate results is through A/B testing.

Using A/B testing to test CTAs

A/B testing works by testing one version of your CTA (version A), and another version of your CTA with different colors/language (version B), and showing both to one portion of your audience to see which one is more effective. This is a helpful way to determine what seems to garner the most clicks from your audience so you can better adjust your approach over time.

This Is Your Call To Action To Craft Better CTAs

CTAs are everywhere, and it's important to know how to develop effective CTAs that encourage your customers to take a specific action. If you're looking to improve your overall conversion rates, the guide above provides you with all the information you need to better understand what CTAs are, how to craft better CTA eCommerce copy, and how you can regularly test your CTAs to make necessary improvements!

For additional information and insight on improving your CTAs, head over to Replo and we’ll work with you to supercharge your Shopify store from beginning to end!

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