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CTA - Call to Action

A CTA (Call to Action) is a call to action - typically a button, link or text that tells the user what to do next. CTAs are crucial for conversion in your online store.

What is a CTA?

A Call to Action is any element on your site that encourages the user to take action. It could be a "Buy now" button, a "Sign up for newsletter" box, or a "Read more" link. CTAs are the link between the user's interest and the action you want them to take.

Types of CTAs in an online store

  • Purchase CTA: "Add to cart", "Buy now", "Order here" - the most important CTA in any online store.
  • Lead CTA: "Sign up for newsletter", "Download guide", "Create account" - captures potential customers.
  • Navigation CTA: "See the selection", "Explore the category", "Read more" - guides the user further.
  • Support CTA: "Contact us", "Start chat", "Call us" - helps unsure customers.
  • Social CTA: "Share on Facebook", "Write a review" - encourages engagement.

What makes a good CTA?

Text

  • Action-oriented: Use verbs - "Buy", "Order", "Subscribe", "Download". Avoid passive phrases like "Send" or "Submit".
  • Specific: "Get 10% off now" is stronger than "Click here".
  • Short: 2-5 words is ideal. The user should understand the CTA in under a second.

Design

  • Contrasting color: The CTA button should stand out from the rest of the page. Use a color that is not used elsewhere.
  • Size: Large enough to be visible, especially on mobile. Minimum 44x44 pixels for touch-targets.
  • Whitespace: Give the CTA space around it so it doesn't get drowned out by other content.

Placement

  • Above the fold: The main CTA should be visible without scrolling.
  • At the decision point: Place the CTA where the user has enough information to act.
  • Repeat the CTA: On long pages, the CTA should be repeated after important sections.

CTA optimization

Small changes to CTAs can have a big effect on conversion rates:

  • A/B test text: "Buy now" vs. "Add to cart" vs. "Order here" - test what works best for your target audience.
  • Test colors: Green, orange and red are popular CTA colors, but the best one depends on your design.
  • Add urgency: "Only 3 in stock" or "Offer expires today" can increase click-through rates.
  • Remove friction: "Free shipping" or "No commitment" under the CTA button reduces hesitation.

Common CTA mistakes

  • Too many CTAs: When everything is important, nothing is important. Have one primary CTA per page.
  • Invisible CTA: If the button doesn't stand out visually, users will overlook it.
  • Unclear text: "Submit" or "Continue" doesn't tell the user what's happening.
  • Lack of mobile optimization: CTA buttons that are too small or placed incorrectly on mobile.

CTA in Shoporama

In Shoporama, you can customize CTA buttons in your themes - text, colors and placement. The "Add to cart" button on product pages, newsletter popups with a sign-up button, and CTAs in slide-ins and sticky bars can all be configured to match your desired style and message.

We know online marketing in Shoporama

We've been working with online marketing ourselves for decades. As the only shop system in the country, we have spoken multiple times at conferences such as Marketingcamp, SEOday, Shopcamp, Digital Marketing, E-commerce Manager, Ecommerce Day, Web Analytics Wednesday and many more.

See the full dictionary