The average conversion rate of most e-commerce sites is around 2.35 percent.
The average for top-performing sites? An average of 11.45% or higher. There are many variables that factor into the conversion rate, but hands down one of the most important is the call to action (CTA).
In fact, one study saw a conversion increase by a massive 78.5 percent by simply fine-tuning a call to action. So it’s definitely something you want to perfect.
For this post, I’m going to share with you some of the top e-commerce call to action examples I’ve come across and what it is that each example does right.
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1. Brazyn Life
This brand specializes in collapsible foam rollers to accelerate workout recovery and has been featured on Shark Tank.
Brazyn Life has a simple but highly effective CTA that incorporates several best practices.
For starters, it has plenty of contrast, featuring an orange button with white text against a white background.
This is call to action creation 101 where using a bold color against a light background instantly attracts eyeballs and brings the shopper’s attention to the offer.
Next, it’s extremely clutter-free. All of the negative space gives the page a crisp, clean feel and doesn’t create needless distractions.
This is important, given that a study found that reducing clutter around a CTA can increase conversions by as much as 232 percent.
And considering that 54 percent of e-commerce shopping will be done on mobile devices with limited screen size by 2021, keeping it uncluttered has never been more important.
Besides that, the wording is dead simple and eliminates the potential for confusion.
Although most CTAs use a verb, I find that using the name of the e-commerce product is equally effective.
With just a quick glance, shoppers can instantly tell what action they need to take and where they’ll end up by clicking the call to action (in this case, the Morph Foam Roller product page).
Here’s an e-commerce brand that sells “award-winning baby booties that stay on, unique baby clothes, and baby accessories.”
Their call to action checks all of the boxes. First, it’s placed in a prominent position that naturally grabs a shopper’s attention.
I also love its simplicity and how easy it is to understand.
A shopper lands on Zutano’s site sees the straightforward value proposition, “The original stay-on baby bootie,” along with images of their products and a CTA that says “Shop All Booties.”
Within seconds, the shopper knows exactly what this brand is selling, why they should be interested, and what action they need to take.
In terms of design, it’s a home run because the dark pink color contrasts beautifully with the white background. It’s designed as a button as opposed to text, which is ideal because making CTAs look like buttons can increase conversions by up to 45 percent.
And there’s also plenty of blank space around it so that the page doesn’t feel the least bit cluttered.
Put that all together, and this makes it one of the best e-commerce call to action examples I’ve seen recently and a formula you can use for your store.
3. Tupelo Honey Maternity
“Tupelo Honey Maternity is designed to fit and flatter all bumps and sizes.”
Here’s their call to action that says “Shop Maternity.”
And here’s why it works. To begin, it’s ultra-simple and straightforward. A shopper lands on the page sees the headline and value proposition of “Maternity clothing, comfy, stylish, and made in the USA.” Then, they see the “Shop Maternity” CTA just below that.
So with basically zero cognitive expenditure, they know what Tupelo Honey Maternity is selling, why they should check this brand out, and what they need to do next. While it doesn’t stand out by using a bold button color like my previous two examples, it still grabs a shopper’s attention and is clearly visible.
Next, I love the minimalist aesthetic. Just look at all of the negative space.
There’s no unnecessary “busyness,” which is perfect for drawing the shopper to the CTA, and it flows well with the rest of the page.
And here’s the unique thing about this e-commerce call to action example that separates it from a lot of other sites.
It uses a directional cue with the woman’s gaze pointing downward toward her baby bump and extends downward even further to the CTA. See?
“Visual cues can be thought of as signals or vibes, and subconsciously your brain can identify such signals,” explains Brandon Weaver of Instagpage.
Although subtle and as Weaver says “subconscious,” this psychological technique helps direct a shopper’s attention to the most important elements of a page (in this case the call to action).
That’s why directional cues like this are something you may want to experiment with.
4. Smiling Tree Toys
Here’s a company that specializes in natural wooden toys for babies and toddlers. They’re very much invested in sustainability and plant a tree for each product sold.
Smiling Tree Toys features several different products on their homepage. But name puzzles are the main thing they’re promoting at the moment.
So, they feature this call to action front and center.
There are a few reasons why I like it. Number one, it’s really easy to understand.
The first thing a shopper sees when landing on this page is the “Name Puzzles” header along with an image of one of the products in the background. And just below that, they see the CTA saying “create my name puzzle.”
It’s super specific and involves zero guesswork, so Smiling Tree Toys has already won half of the battle right there. The color is definitely on point, with the green standing out from the light-colored background, which makes it a great attention-getter.
There’s ample negative space to prevent shoppers from getting distracted from other elements on the page.
The CTA button is also an appropriate size, which is something that sounds simple but is sometimes overlooked.
As Roger Maftean of The Manifest explains, “The call to action button should be noticeable but not outrageously large. It should be noticeable enough that shoppers don’t have to search for it but not so prominent that users find it tacky.”
In short, this CTA does everything it should to direct shoppers to the intended page while eliminating any friction along the way.
This is a brand that sells ultra high-quality blankets that are made with “modern materials and technologies.”
Browse Rumpl’s website or check out their social media accounts and it quickly becomes clear that they’re a brand that “gets it,” and they really know how to appeal to their customer base.
They have a distinctive identity, and their underlying values of adventure, simplicity, and responsibility are a big part of why people love them. And this particular CTA is specifically designed to enlighten shoppers on those values.
Rumpl’s homepage contains multiple calls to action with most pointing to actual products.
However, they also have a few CTAs peppered in that help shoppers know more about them as a brand and what differentiates Rumpl from their competitors.
This CTA is rock solid because, first of all, it instantly stands out. Shoppers can’t help but notice the blue color on top of the white background, which seamlessly brings their eyeballs to it.
The simple, straightforward text that says “Read Our Mission” succinctly lets shoppers know what action they need to take and what they’ll find by clicking on the button.
The headline and subheader both hint that Rumpl’s products are something special, and the CTA directs shoppers to a page that will fill them in on the details.
And just like all of the other e-commerce call to action examples I’ve included so far, there’s plenty of white space, which makes the page feel uncongested and aesthetically pleasing.
If your philosophy or brand values are a big part of your company’s selling point, directing visitors to a mission page using an approach like this is the perfect way to get people up to speed.
6. EATABLE Popcorn
Up until this point, all of my e-commerce call to action examples have featured light backgrounds and dark fonts—an approach that I’m a personally huge fan of.
But this example from gourmet popcorn company EATABLE Popcorn takes the opposite approach, with a dark background and light fonts. And I think it turned out quite well.
The homepage does a great job of capturing the luxe feel they’re going for, and the CTA hits all of the right notes.
First off, the copy is about as simple as it gets.
Saying “Shop Popcorn Now” instantly lets shoppers know what action they should take and exactly where they’ll end up by clicking on the call to action.
Aesthetically, the CTA button is a little unconventional with the goldish, brown color not exactly being the norm. But I think it works well and meshes perfectly with EATABLE’s high-end brand identity.
Another thing I like about the layout is that it naturally funnels the shopper’s eyes downward from the header, “Gourmet Popcorn for Connoisseurs,” to the subheader, “Flavors infused with wine, spirits, and cocktails. Grafted with NATURAL ingredients,” to the CTA.
It actually creates a triangle shape, which lets shoppers quickly know what’s being offered, why EATABLE’s products are unique, and what they need to do next.
Lastly, this is a great CTA because it’s above the fold. Now, I know that there’s been some debate as to whether a CTA should be placed above the fold or below. And in some cases where a product requires a lot of explanation, it’s probably smarter to place it below the fold.
But if your offer is straightforward, like this one from EATABLE, it usually makes more sense to place it above the fold for the simple fact that it has a higher chance of being seen.
“Visitors who don’t even scroll down to see your call to action aren’t going to be able to click on it to convert, period,” writes Marc Shencker of ClearVoice.
He also references a study from Nielsen Norman Group that found that only 20 percent of shoppers will scroll below the fold.
So why take a chance?
If you can get your call to action above the fold where it feels natural and shoppers understand your offer, that’s usually the best move.
7. Bold Body Apparel
My final example is from women’s activewear brand Bold Body Apparel. It by no means reinvents the wheel and takes a pretty basic, conventional approach.
However, it definitely gets the job done, following call to action best practices.
Let’s start by talking about the visuals.
It’s a well-designed page that features a clean white background and a splash of color with the four models wearing different colored solid activewear sets. And just to the left of that is a simple, concise header, text, and CTA.
So, between the image and copy, a shopper instantly knows what’s happening and is directed to the offer. I should also point out that nailing your headline is important, given that “more than 90% of visitors who read your headline also read your CTA copy.”
If you can captivate them with the header, the chances are good they’ll see your CTA. The button is black, which creates plenty of contrast with the white background, helping it stand out.
And as for negative space, Bold Body Apparel has it in spades, which helps them direct a shopper’s eyeballs to where they need to go without creating any complications or disruptions.
This makes it the perfect recipe for a winning call to action.
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Oftentimes, e-commerce store owners view the call to action as of more of a footnote to the rest of the content and therefore don’t give it much thought.
But in reality, it’s an integral element that contributes heavily to the overall conversion rate. That’s why you want to do everything within your power to make sure it’s properly designed, fully optimized, and flows well with the rest of the page.
The e-commerce call to action examples I’ve featured here all follow best practices and hopefully have provided you with some inspiration that you can apply to your own store.
Just apply the same principles and keep testing until you get it just right.
Which of these CTAs did you feel the most compelled to click?