Commitment can be a scary thing. Research shows that every one of us has a little bit of commitment anxiety within us, and few commitments are more difficult than when coming face to face with a virtual checkout. Palms sweating, heart racing, nothing can make someone more anxious than knowing that only a click of a button stands between you and your hard-earned cash.
With so much riding on one little click, serious thought and consideration must go into creating what marketers refer to as a “call to action” button. For those who may not be familiar, a “call to action” is a link or button on your webpage that is meant to move site visitors along to a subsequent site page with the intention of progressing your sales funnel. Generally speaking, the follow-through pages often lead to payment/donation forms, checkout carts or in some cases, contact forms.
There are many steps you can take to create an online store that converts well. But more than any other bit of content on your website, nothing can stand between you making or breaking a sale like the right call to action. Here’s what you need to know to help your clients take the plunge and click to their heart’s content.
Make Your Customers Comfortable
As with any of your website content, it’s always a good idea to write your CTA (call to action) in a tone that not only fits your brand’s voice, but also gently persuades your customers to take the next step and make the purchase!
Wix eCommerce buttons already come with pre-written messages, but you can easily change them to the call to action of your choice. Here’s how to change the call to action in your Wix Website.
Stay Focused on the Next Step
No matter what your follow-up page is, every call to action on the internet has a common purpose: to get customers to take the next step in your purchase funnel. With that in mind, it’s essential that your CTA be clear, concise and compelling.
When it comes to CTAs, there’s little room for hidden messages. Though it may not necessarily go with your usual content tone, a little persuasive nudge can go a long way. With that said, it’s considered a best practice to include action oriented words like “buy” “add” or “donate” in your button. Sometimes a more aggressively stated CTA is ultimately the most user friendly tone you can use – just make sure to employ plenty of ‘thank you’s’ once a user has successfully progressed to the next step.
Offer Some Encouragement
A little encouragement can go a long way. Many companies like Amazon, The Gap & People Magazine encourage their customers to take one more step towards a sale by offering limited time offers or special time sensitive discounts. Sometimes the help of a little urgency may be the missing piece to help your customers make the leap towards buying your product.
Experiment with Different Words, Designs & Colors
Not all words and phrases work for every client base, and with so much riding on a great call to action, it’s important to play around with different wording to see what works best for your audience.
Aside from your written content, colors & design elements can also play a big role in contributing to your click-through rate. Try playing around with different color variations on your call to action buttons and test to see if some color variations perform better than others. Not sure where to start? Read up on Color Psychology and Web Design.
Whatever colors you choose, make sure that your button stands out within the content of your page. And of course it’s important to place your CTA in an easy to locate place that’s a cinch for potential customers to find. A great rule of thumb is to make sure that your call to action is noticeable enough so that it’s easily spotted from any point on the page, but not too flashy as to distract attention from the rest of your content.
Track Your Progress
Naturally, if you’re switching up your CTA button’s style or content, you’ll want to test different elements against one another. Consider making small changes to the content or color of your CTA every 3 weeks or so, and compare the results. See how many clicks one style gets over another and eventually you may just end up with the perfectly converting button.
If you’ve got a premium package for your Wix website, you can easily use Google Analytics to track the progress of your buttons as well as so much more.