Your website is all well optimized. You’ve invested a lot of money in top-notch photography, product copywriting, and other areas of your website, but still, the conversion rate is not satisfactory.
Probably your users need help figuring out what action to take once they have decided to purchase a product. The problem is largely due to unclear calls to action in such cases.
What is a Call to Action?
As the name suggests, a call to action directs the user regarding the next action to be taken. CTA buttons guide the user in their buyer’s journey from becoming a visitor to a paying customer.
This article will look at ten examples of effective call-to-action, understand why they work, and see how you can implement them on your website.
10 Examples of Effective eCommerce Call-to-Actions
Let’s dive in!
Amazon – Product Page CTA
Let’s start with arguably the simplest CTA on the product page. Amazon places its Add to Cart on the extreme right end of the product page. The mustard color of the CTA button makes it stand out on the page from other elements.
Although not a CTA, another contributing factor in helping people make a decision is the #1 Best Seller tag next to the product.
Flipkart – Scarcity CTA
Talking about product page CTAs, here is how Flipkart places its CTAs. You can notice that there are 2 CTAs: Buy Now and Add to Cart.
Also, Buy Now is prominently highlighted as it gets the first precedence over Add to Cart.
Another thing worth noticing is the use of scarcity. Scarcity works in e-commerce because it creates a sense of urgency. It makes people act swiftly. Flipkart takes advantage of it by mentioning it on the product page.
H&M – Banner CTAs
H&M takes advantage of placing a banner above the fold area on its homepage. So, when a user lands on the website, they’ll first notice this banner CTA.
The banner creates urgency by stating Get it before it’s too late and mentioning the sale details. Users can view the sale items by clicking on the respective CTAs based on age or gender preferences.
Myntra – Banner CTAs
What is better than one banner CTA?
Four banner CTAs!
Myntra highlights all their major discounts and offers on these four banner CTA buttons.
These CTAs work because they are well-designed, stand out on the page, and are eye-catching. Placed just below the fold, when you scroll for the first time, you will notice them and be tempted to click to check out the offers.
Sweetwater – Hero Image CTA
Like H&M, Sweetwater also places its main offers on the homepage, but instead of using a banner, they utilize its main hero image section.
In the left section of the image, you can see Sweetwater promoting the January clearance sale followed by the Shop Now CTA; on the right hand, you can see the brand promoting another offer followed by the same Shop Now CTA. Since the brand uses strikingly different colors for both banners, both offer to stand out on the page.
Although promoting two offers next to each other is unconventional, it works in this case as the audience for both offers is mainly different.
Ustraa – Testimonial CTAs
Social proof plays a crucial role in shaping the shopper’s purchasing decision. For example, reviews and ratings help determine shoppers whether or not to buy a product. In addition, positive social proof is proven to increase product sales.
Ustraa utilizes reviews on its website homepage by posting them with clickable links to its product page, as shown in the image above. Since Ustraa is known to verify every review, you can trust the credibility of the reviews.
WWE Shop – Slider CTAs
WWE Shop does a great job of showcasing discounts and top-selling products in the header section. In addition, each offer has a CTA placed next to it, which is easily recognizable.
Notably, their semi-clearance sale slide highlights a promo code and the three-tiered discount offers, which are visible.
The CTA button is kept the same except for the first slide, making it easily distinguishable.
Xiaomi – Slider CTA
Xiaomi uses the most potent place on the homepage to advertise its newest product. The brand uses the homepage slider as a nifty product page. Xiaomi displays the product name, features, prices, and price at the bottom of the slider.
As it is showcased at a prominent place, it is guaranteed to receive a higher click-through rate.
NY Times – Pop-up CTA
Pop-ups can be annoying growth hacks, but when implemented thoughtfully, they can bring you the right results.
One of the right ways of using pop-ups is using exit-intent pop-ups or right when a user lands on your website.
New York Times initiates the pop-up once a visitor lands on their website. This tactic is effective because they ask for the user’s email address and, in return, give users user’suser’s email address and, in return, give away a 10% discount on their first order. Of course, serious buyers won’t mind doing this as they must sign up with their email address during checkout.
Baron Fig – Header CTA
Baron Fig introduces its affiliate program in the header section of its website. The text Give $10, Get $10 builds anticipation and incites people to click on it.
The CTA works because it is placed above the fold, clearly visible, and, most importantly, incentivizes users for their actions.
Over to You
The call to action is an important element on the website as it directs the user towards the necessary action.
These ten examples have inspired you to try something different. One of the simplest ways to design CTA is to remember the ABC of sales. I.e., Always Be Closing.
Also, keep testing different variations in the CTA copy, button color, size, etc., to see what works best.
Which among these is your favorite CTA? Please let us know in the comments below!
Shardul is an experienced digital marketer who loves reading, writing, and watching movies. He’s exploring the world of digital marketing via HumCommerce – A trending conversion rate optimization tool. However, he believes in keeping things simple.