5 Call-To-Action Practices That Improve Conversion Rates

23 May, 2020

The goal of every eCommerce website is to turn visitors into customers. But it’s not enough to add a few images, some text and few buttons – something much more is needed.

We need to create a journey for the customer to follow and give them signals and ideas about what to do to make the chances of a sale bigger. That’s why we use call-to-actions or in short CTAs and here they are:

1. Place a clear Shop-Now button in the hero image or slider

If your shop has a slider or hero image at the top of the page, it is a great idea to have a CTA button saying – Shop Now or Shop The Collection.

That way, you give an obvious and direct action for the user to take. Also, make sure that the button is big enough so when the user uses a mobile device they can easily click it.

Photo credit: bang-olufsen.com

2. Write a copy that converts

Another call-to-action is the copy. Writing a concise and straightforward copy that brings together key selling points, instead of writing large blocks of text that nobody is going to read, is a crucial step for a successful sale.

Photo credit: huel.com

3. Optimise positioning

It’s not enough to have a call-to-action just anywhere on the page.

You have to place it in a place where the chances are more significant for it to be seen.

For example, users from countries where the direction of writing is left-to-right, seem to scan the page from the left and then going down.

And when something grabs their attention, they start scanning the page horizontally, so it’s a good idea adding CTAs at the left-hand side of the page or in the centre.

4. Imagery

Images are beyond language.

With a few photos, we can say more than with a ton of words.

On the other hand, when we speak about combination – aka juxtaposition – of photos with a call-to-action, we have to be careful about what the content of the photo is.

Generally, pictures with people and particularly faces grab our attention a lot, and we tend to follow the eye line of the person in the picture.

Therefore, if we decide to place a call-to-action next to the photo, we have to make sure that our attention is not diverted from the call to action.

See the examples with the heatmaps below.

5. Minimising distraction

When a user lands on the page, they quickly scan it through.

If there are many elements on the page, they might distract the user’s attention from the call-to-action.

Generally, it would be a good idea if the elements on the page are reduced.

However, when we speak about an online shop, it’s not always easily achieved.

One approach would be to add more space around the call-to-action, which would make it stand out, and respectively, improve conversion.

Another way could also be to apply as few possible colours as possible because this would give space and focus on the product imagery and this on the call-to-action.


By Mladen Gorchev

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