The Call to Action on a landing page could easily be the most critical element present.
It’s at this point the visitor is made to decide whether to stay or fly away.
Optimizing call to actions can lead to much higher CTR and conversions. But with so much bad advice flying around it can be a bit hard to separate the chaff from the wheat.
In this post, I will attempt to clear the air around the subject and give the most practical actionable advice by showing you the characteristics that most high converting buttons share.
The Call to Action should be the obvious choice
CTA button optimization doesn’t begin with the button. Far from it. Buttons are merely a vehicle to carry out the intended action. The build-up towards the action starts much before that.
A well-tuned landing page is a primer to this process. And a page designer who knows his job must guide the visitor through the process.
At the end the CTA should culminate into a climax, transforming itself to the ultimate and obvious choice. So much so that the visitor can’t move past without clicking on it.
This isn’t the easiest achievable thing. You might first make mistakes and put out call to actions that are there just for the sake of being there. As you understand your customers better, gather feedback and cycle through many conversations that would change. When you gain more experience regarding what customers want the CTAs would evolve to something well-attuned to customers desires.
You can never go wrong with urgency. There are only a handful of emotions that can launch us into action as much as the fear of missing out.
You’ve probably seen this type of approach on websites that run deals or limited time offers. Internet marketers are notorious for plugging each of their sales with a countdown timer.
According to Susan M Weinschenk, author of Neuro Web Design: What Makes Them Click “If there is a limited availability of something, we assume it is even more valuable, and we want it even more.”
This is the very reason why Apple fans don’t miss any launches and even resort to camping out in the open to the first few to get their hands on with the latest model as soon as it comes out of the oven.
Positioning the Call to Action
A lot has been debated on above the fold versus below the fold.
Most marketers imagine that the perfect spot for placing the CTA button and offer is right off the bat at the top so that it’s the first thing visitors see.
While the above “theory” may hold for hundreds of cases, it isn’t true for everyone.
In fact above or below the fold, placement has to do with the complexity of your offer.
Higher the complexity, more the explanation needed and lower should the CTA go. Don’t take this as a rule of thumb. Test and find which placement works better.
To that end, they ran a test on a B2C landing page.
Variant one had the CTA at the bottom of a long landing page.
In the second variant, the CTA was placed at the top of the landing page- above the fold. Contrary to expected results the CTA at the bottom resulted in a 304% conversion lift.
A complex offer may require that the visitor reads and understands what’s on offer. He has to go through testimonials and examples prior to making a decision. That takes time and content and probably warrants a bottom of the fold placement.
Here’s the graph that shows you where to place your offer.
This should help you when choosing button placement
Use color and contrast to dictate the visual hierarchy of the button
Different emotions are attached to different colors.
Some choose red, some green, still others blue and the big orange on their CTAs.
In most cases, conversions aren’t about the color but about the difference, you can bring between the call to action and the rest of the content on the page.
If you go by case studies, then red is the color of choice.
Let’s understand the impact of colors from this case study by RIPT Apparel. RIPT Apparel tested color of their buy now button to see if it makes any difference to their bottom line.
Below you can see the original version:
Here’s the variant with the new button:
The conversions went up in the second variant with the green button.
So this should prove that green colored buttons are best for conversions.
No, not so soon.
If you observe the original image you will see that the buy now button blends in with the rest of the image.
It’s lost. And only a good hard look reveals it. Most visitors landing on the page simply missed the buy now button and this was the reason for low conversions.
The new button effectively brought itself to the front and center and invited clicks. In fa,ct, it could have been the first thing you noticed on the page
When they tested the button color once again and replaced it with yellow the conversions improved by 6.3%
According to Go-Globe, “53%% of websites lack a clear call-to-action button that takes users 3 seconds or less to see.
Lack of contrast is probably one reason why visitors miss seeing the call to action button.
That’s not to say that you can cut down on research.
The overall color scheme of the product needs to match the preconceptions and general interests of the target audience in mind.
A feminine color like pink shouldn’t be used when selling bikes or men’s products.
Such clear-cut boundaries may not exist in all niches but based on your research you should be able to find colors that are well accepted in a particular niche. The test these different colors and see for yourself which brings the highest lift in clicks.
Finally, remember that call to Actions are buttons. They’re not text, hyperlinks, gifs or images. Don’t make it into anything other than a button.
The last thing you want is someone telling you is that it’s easy to do.
Even though there are zillions of case studies proclaiming a particular button, button size, color, shade of color or image as the only thing you need for the perfect CTA, that simply doesn’t exist. It’s an illusion that which you etch down on would reveal its truth.
You cannot simply hack around time and feedback. But reading a post like this and others will give you a general sense of how to base your conjectures on. You will discover specific ways to optimize elements on the page that will get you results.
A powerful CTA is within reach. You just have to work towards it.
George started ThinkingNE to share the latest cutting-edge advice on conversion rate optimization and digital marketing.
If you aspire to take a cold, dispassionate, unempathetic ecommerce business to a position of great success, I have some bad news for you: you’re somewhat behind the curve. Unless you happen to have a product or service vastly superior to that of any comparable company (which isn’t tremendously likely), you’re going to need something more than your basic financial value proposition to win new customers and keep them coming back.
And even if you did have a product so good that it almost sold itself, why would you stop at that when you could yield even more sales from sprucing up your presentation? There’s really no practical reason to refrain from creating an in-depth promotional strategy for turning your brand into a household name — and at the core of brand, promotion lies storytelling.
In the ecommerce world, storytelling has several important functions. It succinctly explains the nature of a brand, it yields customer empathy and goodwill, and it makes products and services seem vastly more valuable. But storytelling can be tricky. How do you use it, particularly if you have little writing or creative experience?
In this piece, we’re going to cover 6 ecommerce storytelling tips that are really easy to follow.
See what your competitors are doing
This tip is certainly the most enjoyable and least strenuous of the 6! A common mistake that people make when trying to write compelling stories is trying too hard to shy away from other work for fear of unintentionally copying it. In reality, that’s only ever likely if you do very minimal research — the more widely you read, the less heavily your creative process will take from any one source, and the more easily you’ll be able to build something new from old elements.
Start by visiting the websites and social media accounts of your competitors (both de facto and de jure), and reading through their copy. Review their blog posts, their case studies, their product descriptions. Cast a critical eye over their advertising. What do they do well? What do they do poorly? How are their efforts perceived by their existing or prospective customers?
With all of the existing methods and approaches in your head, you can mix and match the features until you find something that takes all of the biggest storytelling strengths and deploys them in a unique fashion fitting your particular business. I assure you that it will be far, far easier than trying to start totally from scratch, and you’ll be less likely to write stories similar to those already out there because you’ll be able to specifically avoid that kind of similarity.
Keep things very succinct
Everyone’s in a rush on the internet. Barring the exceptional circumstance of finding super-high-quality content from a well-established brand, they’re not going to commit all that much time to follow your brand or product stories, so you need to get to the point. This isn’t about the complexity of what you have to say, and you can use sophisticated terms if contextually appropriate — just aim for brevity at all times.
Give each story a beginning, a middle, and an end, then add details and elaborations only when truly justified. If you read through your “About Us” page draft and can’t think of a strong reason why your backstory needed a detailed recap of your first tax audit, remove it entirely. Never be afraid to leave things out. You’re not writing an autobiography for posterity, you’re trying to frame your business in a way that will resonate with the reader. It’s art, not history.
Focus on emotions
Emotion is what draws people into a story, more than anything else. We want to identify with protagonists and relate their experiences to our own, and we need empathy for that, so be sure to include strong emotive terms in your stories where appropriate. Don’t simply explain what happened: explain how it made you feel. Have your successes made you proud? Elated? And what of your challenges, or even your failures? Did you ever doubt yourself?
And when it comes to product storytelling, what is it like to use the product? Does it inspire relief, generate joy, or nurture creativity? People are sold on benefits, not features, so look past the “objective” strengths of your value proposition and focus on how it will make the buyer’s life better in some meaningful way.
Assuming you’re capable of feeling emotion, this tip should be easy enough to follow. Just keep the concept of emotionality in your mind while you’re writing or reviewing a draft, and make sure that every story has some kind of emotional throughline.
Match your audience’s language
What kind of terminology should you use for your story? Should the phrasing be formal or informal? This entirely depends on the audience you’re trying to reach with your stories, which itself depends on the audience you’re trying to reach with your business. What demographics and segments are you aiming for? You should already have figured this out as part of your fundamental business model, plus you’ll have clues from your previous sales.
If you’re addressing readers likely to be high-income and eloquent, it won’t suffice to use incredibly basic language. You’ll need to carefully craft a story that will pass muster with relatively-harsh critics. If you don’t feel that you have the writing chops for that, consider bringing in a professional copywriter. A great brand story can be used for years (building equity that can pay off if you ever decide to sell the business), so it’s likely worth it.
If you’re addressing less well-read people with more everyday interests, you’ll want to steer clear of verbosity or you’ll come across as trying too hard and being pretentious. Think carefully about what kind of writing your targeted audience would like to read, and aim to provide it.
Follow a problem with a solution
Whether you’re recapping your company history or talking the reader through a hypothetical situation for a product or service, never forget that the bulk of ecommerce is about addressing pain points and/or creating happiness. Because of this, stories should almost-always be structured as sequences of problem/solution combinations.
Here’s an example: imagine that you need to write an ecommerce story, and it’s going horribly. You’re not sure where to start, the clock is ticking, and you start to feel very stressed. But then you remember that piece you saw about 6 ecommerce storytelling tips, and you hunt it down online. To your relief, it gives you a much clearer idea of what you’re doing, and you’re quickly able to work through a solid draft with zero stress.
This example established a problem (you’re confused and stressed about writing a story) and provided a solution (this piece helps you finish your draft stress-free). Understand the things that annoy your readers, introduce them to your story, and then bring in your product or solution to get rid of those annoying problems. Sticking to this format will really help you keep things succinct and compelling.
Optimize your presentation
It isn’t just the text of your ecommerce stories that has an effect on their success — in the digital realm, presentation is just as (if not more) important for getting your message across. At a minimum, you should be aiming for the following:
Spacing out paragraphs in digestible chunks to accommodate limited attention spans.
Using distinct and informative heading+p06p.s and subheadings to add clarity.
Employ stylistic elements such as bulleted lists and tables to add variety.
Include relevant high-quality images to provide an illustration.
How easy this will be — and how good the content will look when formatted optimally — will depend entirely on the structure and nature of your website. There are surprisingly many ecommerce sites that do not display content at all well, and plenty of them don’t even natively support text-centric pages for “About Us” histories.
Assuming you use a standard CMS for your store, you will have access to numerous themes capable of significantly improving the default presentation of your content. Users of Shopify or Magento, for instance, can draw from their respective theme stores, while users of WooCommerce can browse this wide range of WooCommerce themes, using the live demos to determine which one might best present their material.
Ecommerce storytelling is all about finding simple and effective angles you can customize for your business and present clearly. It is a challenging task, but if you take advantage of these 6 straightforward tips, you can make it a lot easier. Good luck!
Kayleigh Alexandra is a content writer for Micro Startups — a site dedicated to spreading the word about startups and small businesses of all shapes and sizes. Visit the blog for the latest marketing insights from top experts and inspiring entrepreneurial stories. Follow us on Twitter @getmicrostarted.
Your website is an essential part of the overall marketing strategy, no matter what kind of business you are running. This is why it’s critical that the site can perform specific functions. One of the capabilities that a website needs to have is to engage the visitors and make them interact with the brand or the site, leading to improved conversion rates.
If your site has no engagement, it’s dead. What’s great about WordPress websites is that they have an advantage when it comes to improving the engagement on your site. This is because WordPress has a lot of useful plugins and add-ons that can help you improve your site with ease.
Here is what you need to do to engage your visitors and make your website more successful.
Design for user experience
Quality user experience leads to frequent engagement. It’s impossible for a site to engage visitors in the intended way without providing them the right experience. However, it’s often unclear what that experience includes and how to build a better one.
Simply put, you need to focus on providing great content on your site, make your site usable, and use the proper design features.
A site that looks great can be navigated through easily, and has relevant, helpful content than you have nothing to worry about. This might sound easy to achieve, but it takes a lot of hard work to get to the stage where all three essential user experience aspects of your site are optimized.
All of the content that your site offers has to be accessible to visitors and easy to find. At the same time, it needs to be as simple as possible and easy to digest while offering real value to your visitors. Bear in mind that people who read content on a website have different expectations and they don’t want to invest a lot of time in reading large chunks of information.
Simply put, if a website visitor lands on a page where there’s tons of written copy in a big piece, the chances are that the person will look for smaller chunks of information that are easier to understand and digest. In general, you should avoid writing large copies on your website pages, even if you are trying to sell products directly.
If you want to deliver in-depth knowledge and information to those that are interested, maybe it’s a good idea to start a blog on your website and refer them there if they want to read more about a particular subject.
One of the essentials for great user experience and increased engagement is to ensure that your site runs smoothly. Modern consumers don’t have a lot of time and they will quickly lose their attention if a site keeps loading for half a minute.
They know that they can quickly look for another similar site that doesn’t force them to wait and will lose interest in an instance.
Not only do visitors want a site that loads fast but Google also ranks fast sites better. Luckily, there are many WordPress plugins that you can use to monitor the speed of your site and determine when it’s working slowly and why. On top of that, there are many plugins that can help you improve the speed of your site as well.
Make it easy to comment
When your site has the required speed, content, and navigation people will start exploring it and reading the available information. This will make them want to share their opinion, criticize, and discuss what they’ve read. You need to ensure that they can do this easily without any issues.
Allow everyone to leave comments, don’t include CAPTCHAs and don’t limit comments to those that signed up to your site.
However, it’s not only about the form of commenting. You need to provide clear navigation to your visitor. You can implement custom menus so that people can find content more easily.
Additionally, there are many WordPress plugins that allow you to improve your commenting. They also allow visitors to post comments easily while helping you respond to every comment.
One of the best ways to engage people and give meaning to their perspective is with social proofing. There are many ways that you can give social proof to your website visitors and make them more open to engaging with your business. The first thing you can do is include data-driven case studies that focus on services or products that you provided to your previous and current customers.
Testimonials are simple recommendations which allow customers to leave their thoughts about your business. By adding a review page, you will give customers an objective way to evaluate your products, services, and the whole business. Another way to show people social proof is to extract positive comments about your business from social media and display them on your site.
Contests attract attention
Contests can not only drive more people to your site but they can drastically increase engagement. They have a great power to spark emotions or inspire competition. Contests make visitors want to prove themselves – contests make them anticipate something and create a sense of urgency in their minds. At the same time, people will want to get their rewards for winning a contest.
If you link these contests to social media as well, you’ll be able to boost a lot of traffic and engagement on your site. If you don’t think that this is possible, look at these real-world Facebook giveaways and how they performed. Contests usually require social mentions or comments so they can be very valuable. Luckily, WordPress offers many plugins for creating social contests.
By ensuring that these things are in order, you’ll be able to boost the engagement on your WordPress site in no time. Make sure that you find the right add-ons and plugins to get the job done correctly.
Marco Mijatovic is a blogger and one of the guys behind FirstSiteGuide. Make sure to check out his other work, including in-depth guides and posts that can help you run, start, and grow your online presence.
The use of WordPress to build efficient websites has become mainstream nowadays. Launched in 2003 by Matt Mullenweg and Mike Little, WordPress is an easy to use content management systems (CMS) that expanded widely over the years. Today, around a quarter of all the websites on the internet are powered by WordPress.
Although it is a technical platform but doesn’t require the users to be a complete tech whiz. It is one of those platforms where not only the developers and technical professionals but also the content creators and bloggers are making names for themselves. Simply said, WordPress has become a good career path for many individuals.
Anyone can make a breakthrough in their career using WordPress, without any professional degree or formal training. Whether you are a blogger, developer, designer, marketer, content creator, or even an educator, you can find career opportunities with WordPress.
If you are giving a thought to pursue a career using WordPress, then the following opportunities are for you.
Become a WordPress developer
Becoming a WordPress developer and pursue it as a career path will require time, patience, energy, as well as a good amount of determination and hard work.
Just learning how to install WordPress or modify the themes doesn’t make you a WordPress developer. To pursue a career in WordPress developer requires more than the basics. You should be skilled in analytical thinking, coding with PHP and MySQL, and the ability to develop custom plugins, themes, and modules for WordPress.
For a long-lasting career in WordPress, you need to become one of the best in the business of WordPress development.
What you need to do to become a full-time WordPress developer is to dedicate at least one hour a day to get yourself familiar with the platform. WordPress releases new features and tools on a regular basis. Hence it is important that you spend the time to become good at it. There are no shortcuts; you will have to stick with the routine to learn WordPress.
Find quality reading materials about WordPress that contains excellent tips and suggestions. Few good resources for WordPress learning are WordPress Codex, WordPress blogs, and WordPress books. The WordPress Codex is a repository of WordPress information.
Read books and find quality blogs on the internet that post about WordPress. Learn the PHP and MySQL coding, and practice them as much as you can. Practice developing the custom themes and plugins for WordPress. This is good to start with.
Spend time with people who are expert at WordPress development. Follow them on social media sites like LinkedIn and attend their webinars.
Once you become good at it, approach the clients for small projects. Try your best and keep patience to get everything correct.
WordPress is a leading platform for building websites, hence jobs for WordPress developers are on the rise. Most of the e-commerce and revenue-generating websites are powered by WordPress, and when these sites face some errors, they look for a WordPress developer.
If you are a good WordPress developer, the client will be happy to pay higher rates. Another option for WordPress development career is to start an own business of plugins and themes.
Become a WordPress designer
Although the designers are a little less techie as compared to developers, a top WordPress designer must have enough knowledge of coding and WordPress structure.
The designers are more focused on the aesthetics of a site, like color combinations, fonts, and styling. Again, for a career as a WordPress designer, you need to be good at it. You must have a sense of right color, style and fonts to perfectly meet the demand of a website according to specific industry or niche.
The placements of widgets, menus, and navigation should complement the content of the website so that the website becomes user-friendly, easily readable, and eye-catching.
Along with website designing, WordPress designers can find opportunities in designing the themes for WordPress. A lot of users opt for free themes or premium themes from third-party. Also, there are a lot of platforms available to list your themes there and earn good money. If you get good at theme designing, then you can start your own business as well.
Become a WordPress writer
If you have good writing skills, then setting up a blog is another option for a career with WordPress. Being a WordPress writer, there are a lot of topics to write about, including WordPress, SEO, marketing, e-commerce, etc. You can monetize your blog using ads, promotional posts, becoming an affiliate to other sites, and more.
Additionally, you can write for other technical websites that write about WordPress or sell WordPress services. For becoming a WordPress writer, you need to have in-depth knowledge about the platform, along with excellent writing skills.
Things can be better if you become a combination of WordPress developers and WordPress writer. It can help you write high-quality content and generate more traffic on your blog.
Become a WordPress educator
When you have learned enough about WordPress, you can start teaching it to the WordPress community. For this, you can create a YouTube channel or conduct webinar sessions to share your knowledge related to development, design, plugins, etc. with an audience.
For teaching WordPress, you need to have comprehensive knowledge about the platform, so that audience feel satisfied with your sessions. With time, you will get better at it, and chances of earning more will increase.
Once you have decided which career path to follow using WordPress, it is time to start working on it. Make an agenda and stick to it. Like every good career, it will also require you to put your hard work, persistence, and determination.
Catherrine Garcia is a passionate blogger and a freelance Web Developer currently working for WPCodingDev. She along with her group of freelance developers are experts of creating Websites on WordPress.
If you run a photography website, you won’t necessarily want all of your images to be publicly available. Instead, you may want to display and sell specific photos only to particular clients, which requires a dedicated tool.
In this post, we’ll walk you through the process of setting up hidden galleries on your website. Before we get started, however, let’s talk about why this is a smart idea!
Why You Might Need to Create Hidden Product Galleries
Every photography business is a little different. Some offer stock imagery, although many create custom photos based on individual client requirements.
If this rings true for your business, you can benefit from using hidden product galleries. That way, you can display your works only to the clients they’re intended for. For example, a wedding photographer selling photos only to the happy couple and their guests, or a corporate photographer uploading and selling images to the correct organization.
With a WooCommerce hidden product gallery, you can:
Create password-protected collections of images from a particular project or event, and let clients choose and buy the ones they like.
Avoid privacy concerns, by keeping photos out of the public eye.
Cut down on image theft, by making your work inaccessible.
Best of all, creating a hidden product gallery is surprisingly easy. Let’s look at how the process works.
How to Create a Hidden Product Gallery for Your WooCommerce Photography Site
Of course, before you can get started, you’ll need a photography website. If you haven’t set one up yet, we recommend using WordPress, augmented by the WooCommerce plugin. This combination enables you to create a cheap, secure, and user-friendly online store quickly.
As the name suggests, this plugin lets you protect specific content on your site with a password, so only approved visitors can see it. Once it’s installed, navigate to WooCommerce > Settings > Products > Password protected categories in your dashboard:
Here you can enter and save your license key, to get the plugin working. Then, make sure both options under Category Visibility are deselected:
This will ensure your password protected photo products won’t be displayed in your public store or menus.
Next, go to the Products > Categories tab and create a category for your first hidden product gallery – you may want to name it after the relevant client. At the bottom of the category settings, you’ll find a section called Visibility:
Choose the Password protected option, and enter the password you’d like to use in the field underneath. You can also click on the Plus icon to add multiple passwords.
Save your changes here, then go to the main Products screen and add the images you’d like in your hidden gallery to the category you just created. This will protect them from public view.
Finally, you’ll need to give the client a way to log in and see the photos. You can do this by adding the shortcode [category_login] to a page, post, or sidebar widget:
Now, simply send the client a link to the location of the login form, and the correct password. They’ll be able to sign in and view their custom images – but no one else will be able to see them!
While this process is smooth sailing, optimizing it can help save you even more time. Let’s look at how to do it.
How to Streamline the Process of Creating Hidden Product Galleries
Before we wrap up, let’s look at two ways to make creating and using hidden product galleries even easier. First, uploading photos to your site and getting them ready for sale can be a time-intensive process.
To avoid much of the hassle, you can use the Product CSV Import Suite extension for WooCommerce. This extension makes importing products much simpler and gives you more flexibility when it comes to organizing your images and managing your catalog. This isn’t the only way to import photos easily, but it’s a solid option. You can also use the super popular, NextGEN Gallery, to create beautiful galleries within your products.
Second, while we’ve talked about what plugins to use on your site, we haven’t yet mentioned themes. While you can use any theme for your store, you’re best off with a WooCommerce-specific option. This way, your theme will be optimized for the WooCommerce platform, and you’ll be able to customize the appearance of your site to match your storefront.
Fortunately, we offer a number of WooCommerce themes that are well-suited to photographers. What’s more, all of the themes in our collection will work smoothly with WooCommerce Password Protected Categories. Zero, in particular, offers plenty of design options and features perfect for a photography site:
Zeon is another theme worth checking out. This one makes setting up and customizing your photography store a breeze:
No matter which theme you opt for, you can rest assured it will help streamline the process of adding your photos and creating hidden galleries.
When you’re trying to make a living, it may seem counterintuitive to hide some of your photos from the public. However, you won’t want just anyone stumbling across and trying to purchase client-specific images.