Sales, known as conversions are often a mine field, working inside e commerce (online sales websites) means I have the “insider” on getting as many sales as possible and improving them during the design and build process (often leading to a huge uptake in sales!).
As I said, i’ve worked on many e commerce sites (Craghoppers, Russell Hobbs, Athena to name a few), and I follow the same steps every time to get the foundations in place to land early and then leaving the door open for improvement:
Call to actions:
I cannot stress how important it is the have great CTA’s (Call To Actions).
What is a CTA?
Simple, it can be a line a of text, an image or more often a button – indicating the visitor to do something – simple but effective ones are:
“buy this great coffee and get 20% off today” (pact coffee)
“TRIPLING Annual Income in One Year With Writing, click here to find out more” (Sean Wes)
Why do these work? They make the user think they are missing out on a great deal, and in some cases the “scare” tactic works (deal runs out after today) – this is a tactic often used by a lot of marketers, have a look out for it and you’ll notice it more and more in your inbox!
What is the best way to plan your CTA’s?
Each site should have an aim, is your site trying to sell your products? Get yourself hired (like mine)? Get sign ups for your newsletter?
Let’s say your aim is to sell t shirts (custom made by yourself), how would you sell this and avoid your site being a ghost town?
So your aims are:
- Sell t shirts
- Make the process as simple as possible to buy t shirt
- Sell one type of t shirt as much as possible (lets call it featured shirt)
Sounds simple doesn’t it?
Sell t shirts – there are many ways I’d have an idea of doing this, great photography, make the t shirts “exclusive” “custom” “unique one offs” or even have a time limit (only 20 left / only on sale for 3 more days), make these t shirt’s as special as possible and “want-able”.
Simple buying process – this is your designers job, they should plan out the process of buying in as little steps as possible, using the t shirt example is pretty straight forward:
- Find the t shirt you want,
- Pick your size on the page for the t shirt,
- enter your payment details (and address)
- Click buy.
3 clicks in that process – thats little or no effort to get the t shirt of your dreams!
Featured Shirt(s) – This is the golden ticket of CTA’s – I often use this method (see jet2 for example for their top 6 trips), this is basically “pointing” the visitor they should really be buying this product – it’ll save you time looking around the site, its what all the cool people are doing/wearing and of course being “featured” means they are super special!
So to break it down – here are some tips when planning CTA’s:
CTA’s can be colourful, big and powerful
Plan to put your CTA in a place that the user can’t miss – in the header, maybe under the product, maybe ON the product.
Plan your CTA’s so each page has one
As stated above, each CTA needs a plan – each page should have (at least) one CTA, and this means giving each page a reason. This is simple to break down using the t shirt example:
- Home page: buy this *featured* t shirt
- T shirt landing page: Buy now its on offer
- Checkout page: Buy Now and it’ll be at the door in 2 days
Work on the text that your CTA uses
Again, I cannot state how important it is to avoid using language that is “too fancy” or repetitive – think “buy now and get 20% off today!” instead of “buy now”.
“Keep reading about how to get great CTA’s” instead of “read more”
“Learn how to earn more by having a beard” “earn more”
Read or seen great CTA’s online? Let me know!
Want your site to get more conversions, and need a professional to help? Get in touch and we can plan your site’s approach and action it today.