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eCommerce Call to Action Examples And Why They Work

  • Written By Ali
  • Posted June 20, 2017
  • 4 minutes Read Time

So your eCommerce website looks amazing as you have previously spent a lot of time previously tweaking it to ensure everything flows and works as it should be.

But, why are your visitors not adding any products to their cart? If this is a question that applies to you take a look at some fantastic call to actions that previous stores have tried and tested and apply them to your own – then just sit back and watch the conversions begin.

What is a Call to Action?

First things first, what is a call to action? It basically tells your visitors what to do, where they should click and what they should buy. Think of it as a lightened up pathway to your checkout and ultimately turns a visitor into a customer.

One of the clearest examples of this would be a “Buy Now” or “Shop Now” button which is on your homepage. There is no clear answer on which button text, style, size or colour works the best so it’s important to always test and optimize your storefront.

So let’s first start with some of the basics are for an effective call to action!

Making an Effective Call to Action: The Basics

Although through time this can be something that can be tested, optimised and modified for years depending on what store you have, it’s still a good idea to have a basic understanding of what techniques should be used to make an effective call to action.

Urgency Increases Conversion Rates

When shoppers feel that an opportunity is limited they feel there is more haste to purchase.

This happens in high street retail stores a lot where they have special sales for one week only which encourages customers to buy something there which builds a sense of urgency, this applies to eCommerce stores just the same as a physical store.

Test Different Colours

There is no ‘right’ colour that will promise you the best conversion rates, however, it is important to ensure that the colour you go for resonates with your visitors and also your brand. When determining which colour you should use for your call to action (CTA)  be sure to remember these factors:

  • Use white spaces around your CTA to make it clear where to click
  • Make sure it still stands out from the background
  • Don’t go over the top with crazy colours and animations

Use Simple Buttons And Copy

Previous data has shown us that buttons work well for directing visitors to the checkout process than just having a text link. Be sure to keep the text within the button short and sweet though, having a simple “Buy Now”, “Add to Cart” or simply “Buy” often does the trick.

Hero Images Are Important On Your Storefront

Hero images are to be used to highlight a product or collection, or in other words, they can ultimately be used as a massive CTA.

Due to a recent study, 84% of all clicks on stores with rotating slideshows go on the first image a visitor sees, with this in mind be sure that your hero image has a link to the actual product in order to get visitors to checkout faster.

Keep It “Above the Fold”

The ‘fold’ of a storefront is the point on any website that comes after scrolling down. Try to keep everything above that fold line if you can as this is what visitors will immediately see upon entering your website.

The aim here to grab a visitor’s attention above the fold as chances are they will continue to click through and navigate through the rest of your store.


It’s now your turn to take some action and apply these helpful techniques when you build and create your eCommerce store. It’s very trial and error but try out a few colours, texts and see how it works out!