How to write the right User Journey and Call-to-Action (CTA)

The most obvious example of a call to action is a “Buy Now” or “Shop Now” Button on your storefront. There’s no definitive answer on which button, phrase, styling, or size works best, so a bit of trial and error is normal. Don’t be afraid to test new CTAs on your site and take note of which ones work best. Your goal is to place relevant and compelling offers in front of buyers.

For example, if you’re targeting a cold audience on Instagram for your newly launched skincare brand, a Discover now CTA that leads to the Skin Care Finder makes more sense than a Buy Now button that goes directly onto the product overview. It gives the viewer freedom to explore your products versus feeling forced to buy right away.

1) Consider the funnel stage

Funnel stages refer to the customers’ mindset on their path to purchase. It represents the marketing strategy used to turn prospects into paying customers. The goal is to map out the route to conversion.

At a high level, a funnel consists of three parts: 

• Top of the funnel: awareness stage where people learn about your brand - this usually happens outside of your website

• Middle of the funnel: interest and decision stage where people are looking for specific benefits - they discover your products and want to know more about them. Like how are they produced, what ingredients are in them, do you have the right color match and what benefits will these products bring in a daily skincare routine.

• Bottom of the funnel: action stage where people are ready to buy

Your offer varies depending on what stage of the funnel they’re at. First-time blog post readers, for example, will respond differently to a Buy Now CTA than an engaged email subscriber or loyal customer.

2) Use simple buttons and copy

It takes 50 milliseconds for a visitor to form an opinion about your website or ads, so it’s vital that you make it eye-catching and simple. One of the ways you can do this is by using buttons to direct visitors’ attention to the action you want them to take. 

You can cater your button copy to the market you’re selling. If you’re selling something like makeup, try changing the copy on your buy button to “Match my Skin” and see if that helps with conversions!

3) Use captivating hero images

The main, featured images on a website can be used to highlight a product or collection. In other words, they can be a massive call to action. Be sure to have your hero image link to the Shop and Product Finder to get visitors in the right funnel straight away. Either they are here to replenish or discover the right products.

This client below does a great job of featuring the Skin Analysis with a link to our Skin Care Finder on its homepage. It uses great images that make you want to find out more about the product. Simple and easy and sure to turn into sales. 

4) Keep it “above the fold”

The phrase “above the fold” comes from the newspaper industry, as the most important stories appear on the top half of a paper’s front page—the half you see when it’s on the newsstand or in a box. Below the “fold” of a storefront is the area of a website you can’t see until scrolling down. Any content above the fold is what visitors immediately see upon entering your online store.

If you can grab a visitor's attention above the fold, chances are they’ll continue to click and navigate through your store.