The 6 Types Of CTAs Every E-commerce Needs
Call-To-Action or CTA is one of the most important factors that influence your Conversion Rate Optimization (CRO). It’s important that you save some resources to order, position and design your CTAs the right way. But on that note, before you know how to build a CTA, you should know more about the purpose they target.
Based on the purpose, there are chiefly 2 kinds of CTAs.
#1 Lead Generation
The most common and most important CTA is the lead generation button. It prompts the visitor to contact you regarding your goods and services. A user who visits your website is probably interested in your business. The lead generation CTA guides them on how to proceed forward. Naturally, this CTA should be the most ‘accessible’ one. The position and the design of this CTA should be loud. Some store owners even keep this CTA floating. But this can be overwhelming to the reader as well. Just make sure that the appearance of the CTA agrees with the personality of your brand and your target audience.
#2 Form Submission
To contact your visitor the proper way, you generally, need to know a couple of things about them. For example, you will definitely need to know who you are contacting, their contact information (phone number or email id), their geographical location and their requirement. Based on your industry you may also need to know the age, gender, etc. So, when they come to the landing page, you may have a form where they can fill in these details. And in the end, there will be the ‘Submit’ or a similar button. The text can be customized based on the functionality. A point to note here: the form should be as short as possible. Long forms bore and discourage users.
A form-based CTA is also used to collect mailing contacts in exchange of, say, some premium content.
#3 “Read More” Button
You cannot include EVERYTHING in a single webpage. But then again, you can not leave out the details. It’s natural that a user would like to know all about a product or service before buying that. For this purpose, what people generally do is that they keep a valuable extract in the main webpage and then include a ‘know more’ button to redirect interested users to another page where they can know more details. This CTA is generally not very loud (unless this is the leading CTA). It differs from the basic text slightly.
When a user clicks on the know more button, it increases engagement in your website and on that particular webpage. This way you can make a note on which type of content entices your users
#4 Social Sharing
When your users follow you on social media, you can keep them updated on the latest developments in your business. But how you get them to follow you? Asking them to do the same time and again may sound nagging. So, what you got to do is that you make your social media buttons ‘visible’ to them. These buttons are a kind of CTA. These buttons are not loud in nature; they are positioned conveniently so that your users can share what they like on your website. This way you can reach more people without much effort.
#5 Event Promotion
If you are conducting an event, you would naturally like people to attend it. So, obviously, you will promote the event. But in promotion banners, often, the visitors cannot find full details regarding the same event. But they may want to know more. Hence, if you are advertising an event, a CTA that allows them to know further details about the event may be helpful. Analyzing the engagement on that redirected page, you can make an estimate of how much crown you can expect at your event. Plus, some events may require signing in for participation. In those cases, A CTA is essential. This CTA has to be prominent and conveniently positioned.
Another important CTA, nearly as important as a Lead Generation CTA, is the notification CTA. The chief purpose of the Notification CTA is informing the user about the availability of an about a product or service which may be unavailable at the moment. If the user opt for notification, when you restock, the user will get notified and can purchase the product or avail the service if it still interests him. This CTA is not a loud one. It is very subtly placed close to the lead generation CTA; often surfaces as a user clicks on the main CTA.
Did we miss out on any important type of CTA? Let us know in the comments below.