What’s the main goal of any eCommerce website? The answer is simple – presenting different kinds of products and services in a way that encourages your audience to make purchases.
How do you think, is it enough to build a good-looking website in order to boost conversion rates of your site? I do not think.
A well-balanced and usable e-commerce UI design is important for attracting web users. However, this is not enough for making people buy from you. What’ the secret? Those are CTAs and their use on your web store that make the major role.
What are the best practices for e-commerce website design? How to create a call-to-action button that converts? That’s exactly what we are going to discuss in this post.
What Are CTAs?
CTAs are buttons placed throughout a website that are intended to encourage web users to take certain actions, like checking out additional information about your offers or making purchases.
Placing CTAs on every page of your site provides your web audience with a clue on what actions to take and where to head further in your conversion funnel.
The most effective CTAs are the ones that communicate your message directly, making it easy for a web user to understand what the recommended action can be.
It’s important to place call-to-action buttons in the right places on different pages of your site. By doing so, you can keep your audience engaged without compromising on the usability of your web project.
We’ll discuss the major tips on how to use and design CTAs a little bit later in this post. The thing that you need to remember while you make business website is making CTAs align with your customers’ interests.
For example, while browsing your website’s inventory, a person may feel curious to see more details about specific offers with a click on the similarly-named button.
Every business uses CTA buttons on their websites and official social media profiles. There is no exact science on how to use call-to-action buttons more effectively.
The approaches that work for one company may not be similarly useful for a different one. Still, there are several generally-excepted rules and tips on how to enhance e-commerce UI design and use CTAs wisely. Let’s take a look.
10 Best Practices for e-Commerce Website Design
When we start talking about tips on the CTAs optimization, we commonly stick to the three basic things like call-to-action color, location, and text that you place on a button.
These are the fundamentals, there’s no doubt in this fact. However, there are still plenty of other elements that you need to consider while you create a call-to-action button.
Make CTAs Personal
Custom, personalized CTAs work 42% better than generic buttons. Such words as Get, Join or See More work well for getting clicks.
However, you can find similar CTAs being used on a range of other sites, without adding any sort of a personal touch to your copy. In order to make every piece of your landing page design look and feel unique, follow Square’s example.
Their landing page includes a custom CTA welcoming users to sign up. It’s prominent and outstanding, being surrounded by whitespace.
Also, there are two drop-down ghost buttons being placed above the page-width image. With their help, people can select the options that match their businesses and thus check out information that fits their search of buying intentions.
When you start to create a call-to-action button, explain what actions a person needs to take and what kind of benefits he will attain in a clear and easy-to-read manner.
Make things clear. Do not clutter your site’s pages with unnecessary elements that can mislead your customers. The simple the better. The more personal your e-commerce UI design appears, the more beneficial it is for your web store.
Use Bigger CTAs
Aside from bold colors, large call-to-action button look catching and outstanding within your e-commerce UI design. Buttons come in different sizes, in various shapes and forms. They capture your attention once you land on a web page. Such elements are difficult to ignore or leave unnoticed. This grows the chances that people will take the necessary actions once they visit your page.
What’s more, large CTAs are more touch-friendly. It’s easier to reach the needed pieces of data from your smartphone or tablet when you browse a web page featuring large CTAs.
Include a Secondary CTA
As you can see on the example above, both CTAs are placed one next to another. The two are actionable yet delivering somewhat different opportunities for a customer. While the first one asks use to get started with the deeper investigation of Square’s services, the second one invites a customer to contact a sales representative before taking specific actions.
The main point over here is that a secondary CTA is muted. In such a way, it doesn’t distract a customer from your main message.
Use Anchor Texts in CTAs
A call-to-action should necessarily be a button. This can be a word, phrase or a sentence tasking a user to take a certain action on your website. It’s difficult to argue with the fact that button CTAs are generally considered to be the most effective types of using calls-to-action in e-commerce UI design.
When HubSpot introduced CTAs as part of their historical optimization project, they recorded the doubled conversion rates of posts that featured them (from 47% to 93% approximately. Depending on your online strategy, anchor texts can boost your site’s conversion rates.
It’s a common practice to put CTAs in the body of blog posts, thus making it more noticeable and relevant at the same time.
Anchor-text CTAs can be used alongside with more common call-to-action button within the same piece of text or a web page.
These can add extra value and point of conversion in locations that may go unnoticed.
CTAs with Value Proposition
What benefits can a person attain with a click on your CTA? What’s your value proposition? Is it easy-to-understand for the first-time visitor to your site?
Take a look at the following example of a CTA from Treehouse site. It’s used in the application form, welcoming a customer to launch a free trial upon completion of a simple form.
The message is easy to understand. The CTA is written using a simple language, which doesn’t suggest involve the need for writing extra explanations of why a particular offer is valuable to me.
As it’s been already mentioned, your CTA needs to feature simple and short text. For example, if you take a look at the Lems Shoes website, you will notice several “Shop Now” buttons inviting the web users to start making purchases right from the front page of your site.
Using phrases like Shop Now and Buy Here has a certain psychological effect on customers, delivering the feeling of urgency and scarcity. As you put a timeframe on a specific offer, you make people follow through on it in that instance.
CTA Button Placement
It sounds like a tried and true statement, however conversion-optimized CTAs need to be placed above the fold. Don’t make your customers scroll through the entire web page to find the bottom and the CTA.
The CTA placement depends on the location where it’s used. For example, when your buyer reaches your homepage, you need to invite more clients in, welcoming them to check out your inventory with a click on the CTA paced somewhere at the top of your web page.
As soon as a person reaches a product page, it’s high time to convert them. This can be done through the placement of “Buy Now” button right next to the product pricing information and extra details about a specific deal.
Apart from the CTA’s uses cases that were mentioned previously, there are a variety of other types of CTAs that need to be used across your site.
Take a look at the following visualization of customer lifetime value.
This is a complete list of all CTAs that need to be present on your site throughout the full customers’ journey from getting to know about you to reviewing your offers.
Never Repeat Links
Do not clutter your web page with repetitive links. This will make your e-commerce UI design a mess. As soon as you decide what particular action you’d like a person to take o your site, think about a better place for it on your page. It’s better to make it bigger and more catching instead of repeating it multiple times.
Every repeated link makes it harder to understand your site and its message. It the long-term perspective, make your e-commerce UI design simple and clear, with the key focus on the primary CTA.
CTA Buttons Aren’t Always Needed
If the search page of your site is well-structured and makes it easy for your customers to scan and compare products from your inventory, then it’s not needed to use additional CTAs on the page. Such product search pages have the potential for lots of CTAs, which can make your e-commerce UI design look cluttered.
If there are plenty of product images on your site’s search page, then it gets easy for a potential buyer to understand that he can discover more details about your offer with a click on its title on the search page. Google results don’t need “View site” links. So, this won’t affect your site’s SEO rankings.
In order to decide whether or not your site’s search listing page needs CTAs button, make it clear if:
- people buy several products during one browsing session;
- are your site’s product often bought by your customer.
If your answer is “yes”, then you need to add CTAs to your site’s search pages. As a rule, the feature is more relevant to the websites of supermarkets and marketplaces.
“Do Not Use” Cases
In addition to the must-follow rules, there “do not use” of having CTAs placed on your site. These include:
- Don’t use too many CTAs on the same page, otherwise your site will resemble a wallpaper for all the attention you get.
- Do not use irrelevant CTAs.
- Don’t let the CTA overshadow the content on the page.
- Don’t let the CTA get lost in the rest of your site’s data.
- Don’t just add CTAs whenever you want. Run A/B tests for better results and higher conversion rates.
There are plenty of ways to use CTAs. Apart from bringing the major focus of attention to the CTAs’ color, mind their placement, noticeability, and value. Is it easy for the first-time visitor to your site to understand your message and the actions they need to take?
A simple and clear copy on a CTA makes it easy for the audience to understand what’s in for them after they follow your link. People need to know exactly how to take action. This is the major point of a CTA. So, make it big, bold, clear, and relevant.