No. 121: Hey all,
When customers know exactly where a button will lead, they click with confidence.
The more specific the collection, the more specific the call-to-action text should be.
Show customers where they’re going to eliminate hesitation and get them shopping quicker.
Here’s how.
In this issue:
This week’s win: Tailor button copy to the featured collection.
In the news: Tech brand launches AI-powered delivery tracking.
Quick tips: 3 design best practices you can ignore.
But before we get into it, we have a fun live event coming up next week, check it out:
🕙 UPCOMING EVENTS
The Cart & Checkout Conversion Formula (LIVE TRAINING)
Your Cart and Checkout pages are the last step before converting a visitor into a buyer.
Yet, over 70% of customers will abandon their purchase on Cart & Checkout pages.
We will help you fix that.
If you want to increase your Cart and Checkout page conversions, join us next week, on Thursday September 26th at 10:00am PT (1:00pm ET), for a free live training for all Commerce Lab readers.
In this free training, you’ll learn:
How to reduce your Abandoned Cart Rate
The Cart and Checkout features that increase conversions (and the ones that DON’T)
A live teardown of best-in-class Cart and Checkout pages
Live Q&A to answer all your Cart and Checkout questions
This session is open to all Commerce Lab readers. We'll share the recording with everyone who registers.
New to The Commerce Lab? This is a 1min insight based on our experiments with 8-and 9-figure brands. Join thousands of brand owners, operators, and marketers 📈 Subscribe here.
WIN OF THE WEEK
If you ask them to take action, be specific.
On a luxury clothing brand’s homepage, we edited CTA text to align with the featured category. A general ‘Shop Now’ was changed to ‘Shop New Arrivals.’
This specificity lifted overall conversion by 4.6%, increased engagement by 31%, and mobile conversions by 7.2%.
Most shoppers prefer quick, easy navigation.
And specific CTAs make shopping intuitive and straightforward.
Don’t make customers wonder where a button will lead. It adds friction, and creates hesitation.
By telling them exactly what to expect, you eliminate ambiguity.
Here’s why specific CTA’s convert:
Faster purchases: Each button explicitly guides visitors to the collection featured,
Easy mobile navigation: Clear and concise CTAs cater especially to mobile visitors who favor straightforward navigation.
Specific call-to-actions streamline the path to purchase.
Refine yours to match their expectations.
As always, test to find the best approach for your audience.
🕙 WHAT’S BREWING
The 3 major changes that led to a 43% conversion bump in a Shopify Plus migration.
📣 IN CASE YOU MISSED IT
Provide buyers with a sense of scale for your product.
Why giving customers options can backfire.
Here’s 3 design best practices to ignore.
🎯 NEWS
Best Buy launches AI-powered delivery tracking.
👀 LAST WEEK’S LETTER
#120: User-generated content lifts product page conversions by 32.4%.
💡 TWEET OF THE WEEK
👊 STOUT SUCCESS
Want this for your store, too?
That's all for today.
If you enjoyed this, please consider forwarding it to a friend, founder, or fellow marketer.
And if you have any comments/questions, I'd love to hear them.
Until next time.
— Allen
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