Secrets of Attracting Your Customers: Use the marketing tactics of CTA( CALL TO ACTION)

In this post, we’ll look at some call-to-action examples that stores use effectively. Then, you can take their CTA techniques and apply them to your own store so your potential customers convert into sales.

Your online storefront looks great. You’ve spent a lot of time tweaking the aesthetics and making sure the customer journey flows properly. That is, if there were customers. Why aren’t visitors adding products to their carts? Your small business is getting traffic, so why isn’t it converting?Build a future on your own terms.

It could be something simple, like your visitors are having a hard time navigating your store. That could be because there isn’t a clear call-to-action (CTA) button, so they don’t know where to click to get what they want.

What is a call to action?

Your call to action tells visitors what to do, where they should click, and what they should buy. It’s what lights a path to your checkout and turns a visitor into a customer as quickly as possible.

The most obvious example of a call to action is a Buy Now or Shop Now button on your storefront. There’s no definitive answer on which button, phrase, styling, or size works best, so a bit of trial and error is normal.

Don’t be afraid to test new CTAs on your site and take note of which ones work best. Your goal is to place relevant and compelling offers in front of buyers.

For example, if you’re targeting a cold audience on Instagram for your women’s shoe campaign, a Shop Now CTA makes more sense than a Buy Now. It gives the viewer freedom to explore your collection versus feeling forced to buy right away.

Market research shows that a person needs to know you, your reputation, and your product before they’re willing to make a purchase. So if your goal is to create an efficient selling engine generating the most revenue at the least cost, strategic CTAs are critical to its success. 

How to write a call to action

While this nudge toward action can—and should!—be tested, optimized, and modified for years, you need a basic understanding of techniques for an effective call to action. It’s a bit more strategic than just slapping a Buy Now button anywhere on your site.

1. Consider the funnel stage

Funnel stages refer to the customers’ mindset on their path to purchase. It represents the marketing strategy used to turn prospects into paying customers. The goal is to map out the route to conversion and automate sales. Since you don’t have a salesperson on every marketing asset 24/7, CTAs encourage action. 

At a high level, a funnel consists of three parts: 

  • Top of the funnel (ToFu): awareness stage where people learn about your product
  • Middle of the funnel (MoFu): interest and decision stage where people are looking for solutions
  • Bottom of the funnel (BoFu): action stage where people are ready to buy

Your offer varies depending on what stage of the funnel they’re at. First-time blog post readers, for example, will respond differently to a Buy Now CTA than an engaged email subscriber or loyal customer.

Jewelry retailer Pura Vida Bracelets perfects the funnel using a series of calls to action. After you land on the site, a timed pop-up shows an offer for a 20% discount in exchange for your name, email address, and phone number. It’s low commitment and engaging for first-time buyers—because who doesn’t want 20% off of these awesome products?

pura vida website CTA

After completing the form in the pop-up, Pura Vida sends a confirmation email and SMS with the discount code. The SMS message uses a text-based CTA to click the link and use the coupon. The email uses the call to action “Treat yourself” to encourage clicks. 

People are more warmed up here in the decision stage. They are familiar with your brand and its offerings, so a more aggressive call to action is acceptable. 

pura vida email CTA

Pura Vida makes it easy to add products to your cart. You can read about an item on the product page and add it to your shopping cart from there or directly from the category page using an Add to Cart CTA. 

add to cart cta

After choosing your desired product(s), you can check out in your shopping cart by clicking the Checkout CTA. 

checkout CTA

These targeted CTAs are used to engage visitors with the right call to action based on their intent and where they are in your funnel. When you’re creating a CTA, think about engaging your viewers based on their behaviors and mindset. It can help get your message across and encourage people to act on your offers. 

2. Make early offers low risk

It should be easy for potential customers to engage with your business. People are more likely to click on a button that’s not going to cost them anything or rope them into anything. And you can lead them to a landing page giving you another chance to make a sale.

By offering something of high value (like a free-with-purchase item or a discount) in return for something of relatively low value or effort (like a social follow or email signup), you give your customers the incentive to engage. Who doesn’t want something free just for following an Instagram page, or a 15% discount for signing up for a newsletter?

A great example of a low-risk CTA is Colourpop’s offer of a 15% discount in return for an email address. This is a no-risk offer to the customer—they don’t even have to commit to anything, just give out their email list for a good discount. 

Colourpop CTA

3. Use urgency to increase conversions

When shoppers feel an opportunity is limited, they are more inclined to purchase. It creates a sense of urgency and triggers the FOMO in all of us. A recent CXL study showed that adding a sense of urgency increased conversion rates by 332% for one online seller.

It’s no wonder you see it in retail store displays all the time. Like end-of-season sales that run for a week or products only available seasonally. The same can be applied to your ecommerce store.

For instance, if you highlight a stock level or include wording like “Buy now—only on sale until midnight,” then you’re building on that sense of urgency.

Notice how Pura Vida uses urgency in the example below. At the top of the checkout page, the retailer has the countdown message “Hurry! Your order is reserved for 9:31 minutes!” The brand will only hold your order for 10 minutes, max. 

pura vida urgency tactic

4. Test different colors

While there’s no definitive button color that converts best, it’s important to make sure you’re using a color that resonates with your visitors—and reflects your brand. The way to figure that out is by using A/B testing. Create a few versions of the same ad using different colors and see which ad generates a higher click-through rate.

Here are a few tips to consider when determining which color to use for your CTA:

  • Use white space around your CTA to make it clear where to click
  • Select a color different enough from the background so it stands out
  • Don’t make it too crazy with colors and animation—simplicity is your friend

5. Use simple buttons and copy

It takes 50 milliseconds for a visitor to form an opinion about your website or ads, so it’s vital that you make it eye-catching and simple. One of the ways you can do this is by using buttons to direct visitors’ attention to the action you want them to take. 

While most Shopify themes already include this feature, do make sure your CTA appears as a button and not just text. Even if it’s surrounded by a small border, it’s better than having just a text link. 

Tip: You can cater your button copy to the market you’re selling. If you’re selling something like coffee, try changing the copy on your buy button to Brew It and see if that helps with conversions!

6. Use captivating hero images

Hero images—the main, featured images on a website—can be used to highlight a product or collection. In other words, they can be a massive call to action. Be sure to have your hero image link to a product or collection to get visitors to check out faster.

Gamestop does a great job of featuring new games on its homepage. It uses great images that make you want to find out more about the game, and if you click on the images it takes you to a page that lets you buy it. Simple and easy and sure to turn into sales. 

gamestop website CTA

7. Keep it “above the fold”

The phrase “above the fold” comes from the newspaper industry, as the most important stories appear on the top half of a paper’s front page—the half you see when it’s on the newsstand or in a box. Below the “fold” of a storefront is the area of a website you can’t see until scrolling down. Any content above the fold is what visitors immediately see upon entering your online store.

If you can grab a visitor’s attention above the fold, chances are they’ll continue to click and navigate through your store.

dr.squatch cta

Dr. Squatch puts all of the information you need well above the fold here. It has a call-to-action button in a prominent position, as well as all the menu options at the top. The copy is simple and prominent and its hero picture perfectly features its products. 

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Call to action FAQ

How do you write a call to action?

  • Consider the funnel stage.
  • Make early offers low risk.
  • Use urgency to increase conversions.
  • Test different colors.
  • Use simple buttons and copy.
  • Use captivating hero images. 
  • Keep it “above the fold.”

What is a good call-to-action statement?

The best calls to action are clear and specific. They are relevant to the viewer and display an offer they can’t refuse. Your call to action is responsible for engaging a reader and encouraging clicks.

What is a call-to-action example?

The most simple call to action example is Buy Now. Other common examples include Sign Up Now, Add to Cart, and Go to Checkout.

Wrapping up

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