More than 90% percent of the users who read the title of a web page also take notice of the “call to action”, according to Protocol 80 Inc. These statistics give a clear indication that adding a CTA is among the core elements of web pages. The purpose of a website could be anything, but at the end, the owner expects the users to undertake an action. An online store would like its users to checkout for products, whereas the bloggers would be looking forward to the readers becoming subscribers. The not-for-profit organizations may not necessarily need donations through a CTA, but a moral support for their cause and social awareness. The Calls to Action are not necessarily associated with monetary benefits alone. They help the users to interact easily with the website. So, if you intend to influence a target audience and want them to interact with you, a CTA is mandatory.The eCommerce store has the freedom to incorporate Calls to Action strategically at various positions and moments. A conventional landing page may want the users to ‘Buy Now’, ‘Add to Cart’, etc., whereas a Call to Action can be additional product options as well. For example, a perfect Call to Action for selling software could be an extended support, or, for products such as electronic gadgets, you can use its accessories as Calls to Action.
Placement of Call to Action – How important is it?
The growandconvert.com reports 10-25% conversion rate for CTAs placed on the welcome page, which is quite a bit higher than the 01-08% of conversions for showing the same on sliders, pop-ups, and sidebars. Review the image below and observe how Neil Patel utilizes the welcome page with a CTA that is accompanied with a trust factor as well.
The eCommerce websites have a variety of CTA placements from which to select. Let me exemplify another online store that is preventing abandoned carts through soft reminders. Instead of compelling the users to proceed with their purchases, it is giving them an option to save the cart to their emails, and check out whenever they need.
There is also a hidden purpose of CTAs and that’s promoting more products. It can be achieved either through popup windows or custom options. In the image below, you can review how muuba.com is impressively highlighting the winter collection.
These popups are actually acting as Calls to Action because it appears when the users are about to leave the website. Similarly, you can combine text statements as well as product offerings to make your Call to Action more effective. Adding a text-based CTA is relatively easy. When you want to use product options as CTA, you can use different tools depending upon your website platform. Such as, for WordPress, you can utilize WooCommerce product addon to make the most out of your CTAs.
How can popups help you grab users’ attention?
It is really hard for the eCommerce websites to grab users’ attention. Despite engaging content and attractive Calls to Action, users often ignore special deals and offers. And, that’s why pop-ups come to the rescue.Popups result in higher traffic conversion if done correctly. There are different forms of popups that are implemented according to the nature of a business and its consumer behavior. You can either trigger the display of a popup automatically, or alternatively allowing the users to click and take action is a recommended practice.
What else should you have today on your website?
A website is not limited solely to Calls to Action. Every day, you need to cope with the latest challenges that are stopping the users from initiating a purchase and staying until it is completed. The design of a web page always demands modifications, which may either be for improving readability, user experience, search engine visibility, or providing an unmatched shopping experience. Following are some of the features or options you should have on your websites today , in addition to Calls to Action and popup engagements.
A search box allows the users to navigate your website easily. You might have experienced a common trend for displaying website navigation. It can be either in the shape of a bar at the top of the website or in columns on the left or right side of a landing page. The user finds a menu and its sub-folders to find different products. The search box is an advanced option to help your users find their required products and posts quickly by typing a few relevant characters or a word.
You may have experienced a number of users asking the same questions. Instead of replying to each individual’s commonly asked question, it is better to create a dedicated page that provides answers to the most frequently asked questions. It helps the users to find answers to their relevant queries without calling you or sending an email. All their required information can be brought together on the FAQs page. It also lowers the pressure of receiving customer inquiries and having to reply in a timely manner.
Live Chat feature is a step forward in customer support. This is not just a feature but a complete department that is available for users to ask questions and get replies in real time. The Live Chat feature encourages users to communicate instantly with your support team and clarify their enquiries. Most of the Contact Us pages require the users to share their personal details, whereas the Live Chat feature allows them to ask questions anonymously. This is playing an important role in removing users’ hesitation to connect with you.
A social proof of the likes, shares, tweets, etc. indicates that your products, blogs or services are liked by the people you reach. It is a form of social testimonials that allow users to trust your website. You can either display a counter for social signals or embed a social media post to make the proof more authentic.
Call to Action is the backbone of every online business. All your efforts in promoting a website and attracting a lot of traffic are useless if none of them prompts an action. It could be buying a product, subscribing for updates, creating a wishlist, signing up for an account, or anything else. The text and the kind of action may differ between websites, but the core reason for adding a Call to Action is to engage a target user. In addition to the Calls to Action, there are numerous options and features you may need on your website. Again, every feature has a purpose. If you want to grab users’ attention, displaying popups is one of the effective ways. In the same way, adding a search box helps you improve the user’s shopping experience. There are numerous features from which to select, whilst some of the important ones are discussed above in this post.
Paul Simmons is a CMS Extensions Developer with 7 years of experience in PHP development at FMEaddons – an eCommerce development company with Top tier extensions and themes for popular shopping cart platforms like Magento, OpenCart, WooCommerce, & Joomla .