Create an appealing CTA and value proposition

Contributors

@andreea-macoveiciuc-content-expert


Business Benefits

Increase sales and conversions and improve user experience.


Write short CTAs using simple words, terms, and phrases that can be read in under five seconds and can be understood both by 12 and 40 year old users.

Run five-second tests using a tool like UsabilityHub to check whether your CTA can be read and understood quickly.

Write a specific CTA that addresses your customer’s needs.

Identify the top motives that make customers buy from your shop by sending occasional surveys. Focus on Why, What, and How. For example, if you find out that customers buy from your website because of free shipping, write a CTA that says 20% off on all kitchenware items until September 20th, plus FREE SHIPPING for purchases over $45.

Define desired actions for each page and write only one CTA per page.

Don’t put too many CTAs on your homepage because it is distracting, and it looks messy. If you need more than one CTA, place the secondary CTA low in the homepage’s visual hierarchy. For example, make it less bold, smaller, and place it away from the primary CTA, and use different words and phrases to describe it.

Use CTAs to display popular shopping choices and avoid aggressive terms such as buy now.

For example, use something less aggressive such as learn more, shop now, see our bestsellers, or see our top five products.

Focus your value proposition and CTA on what your customer get instead of what they spend.

Use language that expresses the worth they will receive by purchasing from your website, instead of what they’ll lose. For example, instead of saying buy this $300 watch to get a complimentary watch, just say buy one premium watch and get another for free. Use boosters that make your value proposition better compared to the competition:

  • Free shipping
  • Next-day shipping
  • Money-back guarantees
  • Discounts
  • Free installation

Use simple, easy-to-understand language, and the headline-paragraph-bullet formula for your value proposition -place it at the top of the page, below the navigation menu.

Evaluate your current value proposition by answering the following questions:

  • What is my company selling?
  • What are the benefits of using it?
  • Who is my target audience?
  • Why is my offer unique and better than competitors’?

Add value to customers’ purchases by offering charitable benefits and appealing incentives to motivate them to finalize their purchase.

For example, create an offer that says by purchasing from XYZ store, 10% of your purchase amount will be donated to the National Association of People Against Bullying.