Improving the ecommerce user experience for customers and increasing conversions can work together very well. The owners of online stores can use just the standard, descriptive elements on their website…but a standard approach for all the visitors won’t convince them to buy .

Call to actionOriginal descriptions for products, high quality images and attractive pricing aren’t enough. Most of the time, customers don’t take action only by viewing some items on a website. Online persuasion and psychology play a vital role for the profitability of an e-shop. One simple action to start with is to make sure that call to action buttons are optimized for conversions.

Communicate to your customers using persuasive call to actions. Spread the word and convince them to take action and benefit from your offer.

Call to action buttons are placed on almost all of an ecommerce webpages. Due to this visibility, they have a great potential to increase conversions. But buttons won’t be pressed if they don’t catch the customer’s attention. Moreover, if the link of a call to action button lead to a poor landing page, they would be better removed because the damage is huge. An over promising button that under delivers will disappoint the customer. He may never return to the website so soon…or ever again. That big can be the impact of a call to action button.

Working at the design, copywriting, placement of a call to action button won’t make wonders in conversions unless you don’t run tests first. Here are some testing ideas to start with.

Size

A too large button may overpower the other elements on the page. On the other hand, a too small button will get lost in a crowded content. Depending on what goal do you want to achieve with your call to action, different sizes can be tested with simple A/B tests.

In this case, the only task for visitors is to download an Opera browser for mobile. One product page, one big call to action button, no other distractions:

Call to action/download

Color

Colors can have a great impact on visitors.  Even if you have knowledge of the psychology of colors, people may perceive them differently. So, the ultimate alternative is to test if you want to get scientific results. Though, the color should at least contrast the background and the visual content on a webpage.

Wording/Copywriting

The customer should get clear instructions of what to do next. The button will lead him to a particular page where he has to complete a task(fill in a form, proceed to checkout etc.).

Details do matter in your communication with customers. Test the efficiency of wording with A/B tests. “Taste it now” may work better than “Buy now” for an offer of an online store that sells wines or other drink & food related products.

Don’t forget about persuasion. The wording of call to action buttons have to convince visitors to click on them. Use rarity to create the feeling of emergency and time pressure for offers; it works very well for hesitant customers.

>How to apply scarcity/rarity in online persuasion<

Placement

There’s no problem if you cannot decide where to place call to action buttons. That’s why A/B testing and Multivariate testing exist. One mandatory condition recommended by most of the e-marketers is to make the call to action button visible at a first glance, so the visitors don’t have to hunt for it.

Call to action/Buy

The number of call to action buttons

There is no magical number of buttons that can work for everybody. Though, Econsultancy experts recommend multiple buttons for long pages. Amazon is using long product pages in order to give all the possible details about the product, reviews, video tutorials, testimonials form other customers and recommendations. The customer may forget the reason why he landed on the product page. Multiple call to actions will take him back to his first intention.

call to action

ESET is using multiple call to action buttons on the Nod32 Product page. More than that, they prioritise the most important button to achieve goals. In this case, it seems that a free trial works better for increasing the sales of Nod 32 Antivirus.

1st call to action:

Call to action button

…2nd call to action on the same product page:

Call to action buttons

An outstanding design does bring value to an website. For ecommerce websites, it’s more important to create design elements optimized for conversions. A persuasive website on which visitors are addressed with a personalized approach is more likely to sell.

Test any design ideas on your ecommerce website and find out which variation suits your business goals the best…then implement it.