For e-tailers, calculated attempts to reach out to online consumers require strategic thinking. For one thing, knowing which offers to promote and when is a critical part of the e-commerce world. As such, deciding which type of specific call-to-action (CTA) you are aiming to realize should be the go-to first step in order to optimize potential ROI. Since each customer has his/her own unique shopping behaviors, a call-to-action should be based on relevant consumer insights, including taking into account the user’s current cart value, past purchase history, time spent on a specific product page, URL browsing history, and many other attributes that can impact your ability to convert. Having data on these and similar factors helps clarify which message or display would be most effective in terms of completing the sales funnel. It is also recommended to contemplate the following questions when attempting to determine the most appropriate call-to-action:
- Would a sudden discount display be effective here?
- How can I condition my site visitors to get an offer every time they visit a specific product page?
- Can I somehow encourage my potential shoppers to sign up for an email list to get continuous offers?
- Will the presence of an exit-intent display help or hinder conversions?
- How will potential shoppers perceive the offer, as spam or relevant?
Asking these questions in conjunction with taking a closer look at the user’s cart and past digital footprint will help determine what the most effective CTA will be for your e-commerce sales campaign. For instance, if an online shopper has $500 in cart and they are about to leave your site, perhaps it is better to refrain from presenting a traditional “don’t leave” exit-intent message considering that this cart’s value is quite high. Rather here, you should opt to display a targeted offer to help drive home the sale. The call-to-action, by it’s very nature, is disruptive to the visitor experience. If not carefully considered, the CTA is perceived as a self-serving numbers game that results in the visitor giving up something for free. Often these engagements, though well intentioned in their inception, can cause a great deal of annoyance and in some cases engenders mistrust. Still, the CTA is a fundamental aspect of e-commerce and it is worth paying attention to some of the principals that will help contribute to a more positive shopping experience.
Here at Fanplayr, we have compiled a list of tips and advice for you to consider prior to adopting a CTA strategy:
- Look to present a message that will truly drive your customer to react. By using friendly and engaging content, you can cleverly position yourself to help reel in sales. Each CTA should take into account both the medium that you wish to use to present the message, as well as the content itself.
- Make sure your ‘call’ is clear and displayed appropriately across different mediums, from mobile to web. After all, a message is only as effective as its ability to entice customers to click through and carry on throughout the sales process. In short, make sure the CTA is visible, understandable and is worth paying attention to.
- Review your product offering to ensure that you have the available resources to support your offer or display. This is especially importance in this highly competitive e-commerce industry, as once your CTA is successful, you will be expected to deliver.
- Choose a CTA that is based on relevant, targeted, and actionable consumer data. While this implies that your strategy will need to adapt itself to meet the potential shopper’s unique mindset and purchase history, forming an appropriate message vis-à-vis your customers requires flexibility. This can be critical, as understanding what the potential client is doing before injecting a CTA can directly get in the way of a perfectly good, and often seamless sale.
- Small positives can lead to long-term success. Sometimes a simple CTA with the initial goal of getting a customer to sign up for an email list is good enough… at least for now. From there, take the time to conjure up great content and develop products that will satisfy your consumer base and maximize conversions.
- Avoid “Spray and Pray of the CTA”. Know your audience and be relevant. For instance, don’t ask for an email address that you already have. Rather, focus your efforts on displaying the most appropriate display based on your e-commerce company needs.
- Figure out a way for your customers to sense that the message is individually directed towards them. Essentially, try to differentiate your message and be as unique and targeted as possible. Helpful tip: Consider triggering your CTAs in response to a specific visitor action other than his/her simple arrival on your site.
- Lastly, remember that each CTA has a cost. Too many of these types of messages presented to potential consumers can seriously hinder the shopping experience and hamper your ability to move ahead in the sales process.
All in all, the world of CTAs is one that requires e-commerce merchants and marketers to constantly research, test, and analyze the most appropriate messages to display to potential consumers. While this requires both time and effort, these messages can go a long way in bringing in more leads and ultimately driving conversions.
Have other actionable tips and suggestions? Let us know!