By Zieliński Jerzy

Call To Action on product pages

I present another issue that will be important for the sales results achieved by the store. What is it about? ABOUT CTA! A secret shortcut could be your key to success. Remember that every customer is evaluating your website, so you need to take care of all the details. In this article, I will reveal how to construct and where to place CTAs on product pages. Exactly on them, because, after all, they are the ones who sell. I invite you to read!

Call To Action – what is it?

CTA for short. It’s a distinctive element, placed in a sales-relevant location on a website, that clearly indicates to the user that some action can and should be taken. More specifically, a call to action, or call to action, is a short message appearing in the form of text, an icon or a special button. It must be sub-linked and lead to a page, such as a landing page, where the customer will be able to take a specific action (such as providing an email address for a newsletter or paying for an ordered item). The key is to make sure that the right call-to-action motivates the user to take the action you desire in your online store.

The role of CTAs in an online store

In e-commerce, CTA is fundamental to achieving sufficiently high profits. It is with the help of calls to action that you will guide the customer from the main page of the store, through the product pages, where he or she will select the variant of goods and make the final decision to purchase, to paying the shopping cart and providing the delivery address. Properly prepared, positioned and labeled CTAs will help you avoid customer distractions, answer their concerns and show them the easiest way to a successful shopping experience. Successful also for you as a store owner. Therefore, it is worthwhile to make every effort and use CTAs as one of the elements conducive to acquiring and increasing conversions. Below I indicate how to use CTAs on product pages.

CTAs on product pages – best practices

  1. The main CTA is the most visible element on the product page. It must include a “shopping cart” icon.
  2. The background color of the main product CTA should be different from the rest of the page.
  3. The CTA clearly explains what will happen when you click on the call to action button (e.g. Go to secure checkout).
  4. The main CTAs change states when a user adds a product to the shopping cart, such as “Product added to cart.”
  5. The price of the product is visible enough, especially if it is discounted, is placed near the main CTA.
  6. All additional charges that may apply are shown near the main CTA (e.g., additional shipping costs due to product size, VAT)
  7. If free shipping is offered, it is highlighted near the main CTA, just as all shipping information is visible next to the main CTA (delivery to buyer’s location, buyer’s country flag, cost, time).
  8. Product availability is shown next to the main CTA (e.g., “In stock”)
  9. CTAs on mobile devices require special care – product variants must be large enough and with enough white space around them. This will prevent erroneous clicks.
  10. The product variant selection is linked to the product gallery and shows pictures of the selected product variants.
  11. The different product variants, specifically their gallery image and price, change in real time, without reloading the page.
  12. The price and quantity are also changed in real time, without triggering a page reload.
  13. Product descriptions show the size of the model and the size of the T-shirt the model is wearing (applies to clothing only), and localized units for products are shown with different sizes/measurements (e.g., cm, inches, kg).
  14. If a customer clicks add to cart too soon, he or she will receive a visible reminder to choose a size or color.
  15. The size chart is located near the size selection and is easy to close on mobile devices.
  16. Clear information on returns, refunds and money-back guarantees.
  17. Express payment options that are commonly used (e.g. PayPal, Google Pay) are shown and available.

Call To Action button – examples

Very popular stores with huge sales results are good role models. Look at examples of the use of CTAs in different industries, in stores with different assortments. All of them are united by maximum involvement in the customer’s decisions – no matter if they want to choose a size, ask a question or clarify the terms of the order. He can do all this from the product subpage, guided by clear messages and directions.




CTAs on product pages – summary

A well-written Call To Action is your signposts, leading the customer straight to the shopping cart and paying for the transaction. Take care of their correct operation, readability and suggestiveness, and you will certainly quickly appreciate the effectiveness of this small element in the online store. Not sure how to do it? Or don’t have time to do it? Get professional help – contact me.

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