When you’re constructing your Magento website, you’re looking for visitors to do much more than just take a look around. For maximum eCommerce success, it’s worth building in a clear call for action on every page of your site. Encourage interaction and ultimately, conversion.
Now, there are calls to action and calls to action. Some of them are so subtle and vague you’d hardly notice them at all – not exactly the best persuasive device to get a casual visitor to your site to convert to a paying customer. What you want is a message that is well-defined, tightly focused and succinct. Forget long-winded sentences with a million subclauses. Go instead for bullet points, limited options and clickable buttons.
If you offer a contact us or enquiry form, remember that the more fields they have to fill in, the less likely a customer is to complete it. So if you don’t really need to know their shoe size, then don’t bother asking for it. A sign up for a newsletter really only needs an email address at this early stage.
Provide your contact details beyond the online ones, to reassure customers that you are a real person who can be contacted by phone too. That grows customer confidence in your brand, which in turn grows profits.
Make sure your Add to Cart or Buy Now button stands out and isn’t cluttered on the page. After all, you don’t want anything to distract from the invitation for customers to buy your products if they’re so inclined. And while you’re there, make sure that the whole sales path beyond that, right through to the checkout, is clear, concise and with no hidden nasties like unexpected delivery charges that could lead to abandoned cart syndrome.
Basically, remember that your eCommerce customer doesn’t have time or patience to read complex sentences or find their way through forests of detail. Clarity and conciseness are key when you’re making your calls to action.