The English term “Call To Action” (CTA), in Portuguese “Chamada à Ação”, is what names the sentences in the imperative especially developed to literally give an order, that is, to send a consumer who enters your e-commerce pages accomplish something.

In general, a CTA expresses the ultimate purpose, that is, the most important thing you want a consumer to do when in contact with your online media. Here are some examples of CTAs:

• Buy now!

• Read more!

• Download the infographic!

• Get it now!

Phrases like these can be inserted into buttons, links, images, etc., and positioned at:

• Product pages

• In sponsored links for e-commerce

• Landing pages

• Squeeze pages

• Email Marketing for e-commerce

• Video Commerce Channels

• Any and all media related to your business

In this way, CTA phrases can be used for purposes such as:

• Request the consumer to make a purchase

• Ask a visitor to your online store to access special content

• Request the consumer to subscribe to a list, register or register

• Ask the user to share, comment or “like” a post

• Asking the customer to buy a complementary product ( upselling/cross-selling )

• Request information from customers in forms, polls and surveys

In summary, the CTA is an essential resource on virtually every page and stage of an e-commerce, so each sentence must be thought out and optimized over time, as we will see below.

• 5 conversions that should happen in your online store every day
• Shopping experience: the importance of optimizing
• Find out how many customers your m-commerce loses due to slowness
• Where to get statistical information about e-commerce?
• How to use Sebrae's “key success factors in e-commerce” tool?

Why should CTAs be reviewed and optimized periodically?

One of the greatest examples of CTA optimization is when consultant Jared M. Spool's team replaced the "Sign Up" CTA with "Continue" on a US retailer's page, which increased their sales by 45% (an additional $300 million in revenue per year). The full story can be read in the article " When a button makes all the difference in e-commerce design ". It's worth reading!

CTAs can become outdated over time, as nothing in the online world is so stable that it doesn't need to be changed. On the contrary, everything on the internet is updated periodically, and CTAs must keep up with this evolution. Therefore, conduct A/B testing to determine if your CTAs are still working well or if they need to be modified.

Proper use of CTAs is crucial to prevent shopping cart abandonment in your online store. Learn more about how to use CTAs effectively in your e-commerce in the article " Is using Call To Action in your online store good or bad? ".