Econsultancy: 7 tips for the CTA design of the shopping website

In E-commerce, people focus more on how best to attract traffic and visitors, while the conversion rate optimization is often overlooked. In Adobe's marketing optimization report, we found that 53% of the e-commerce industry respondents had less than 5% per cent of the optimization budget, although these small increases could lead to millions of dollars.

The following are some of the things that are trying to enlighten you on the optimization of conversion rates, which are related to the action of the User (CTA). Of course there is no universal optimization rule, you need to try and test constantly.

Words

Using the right words to make users act is a relatively simple thing, and you just need to turn the user's desire for action into a simple word. But in terms of words you also need to be like emergency and encourage users to take specific actions.

On the product page of the shopping site, the standard word is "buy now", or "Add to basket" (added to Cart), which has been widely adopted and accepted, and it is not certain that the new wording will confuse the user.

Spotify is a good case in another scenario where "get Spotify for Free" is a simple name, and obviously the evoke action button is a good sales driver.

Color

Ideally, the CTA needs to be conspicuous, using the eye-grabbing color and not being mixed with the surroundings. It is very necessary to have a better eye for the test of which color. Asos and Amazon are currently using orange buttons on a white background.

Skype uses a "Join" CTA button on its page that cannot be ignored.

HubSpot's CTA is lost in orange and grey oceans.

John Lewis also needs to adjust the brightness of his add to the shopping cart, because it is relatively flat and not prominent compared with the surrounding.

Location

The location of the CTA is well deserved, depending on the purpose of the landing page, the audience's intentions and the complexity of the page information. If you simply want to get more sales leads or sales, it is not a big problem to put the CTA near the top of the page.

This is not necessary, however, as user behavior changes over time, and users often scroll below the page. And if your page to explain things more complex, need time to persuade consumers to make a purchase decision, then put the CTA on the bottom of the page is not a problem.

Generally, in the E-commerce site product page, the general user is expected to see the product image near the CTA, the following example is a:

Size

You definitely don't want the user to have the whole page looking for the CTA to see what's going on next. So the CTA has to be big enough for the user to see quickly.

Like the one below, the CTA wouldn't miss it.

So does Mozilla's Firefox cta.

Leave some blank.

Leave enough space around the CTA for two purposes: Easy eye positioning and easy to click.

If the page is crowded, it can cause a lot of unintentional clicks and slow navigation, leading to a frustrating user experience. Here's a good case: Victoria ' s Secret uses an extremely simply for its product pages abound allows the CTA reactiveness to breathe.

But the following one can do better, after all, a bit crowded.

Consider multiple

Simply putting multiple CTA on the page is not necessarily going to bring more sales, but you can try it if you have a lot of pages and complexity. If the page has more than one partition, adding a corresponding CTA can facilitate quick action by the user

Continuous testing

The best way to find the CTA is to keep testing and use A/b test to help you find a better design. The following example simply modifies the study and CTR up the 35.81%.

If you are a website designer, hopefully 199it compiled this article will help you. You are also welcome to contribute your thoughts and cases in your response.