Call to action marketing is just that: a request to your reader to take some further action. That action can be anything from “Download Our E-book”, “Join Our Mailing List”, or simply “Add to Cart”. In the e-commerce world, every call to action has one eventual goal: conversion, a.k.a. a sale.

Typically, calls to action appear on buttons designed to capture the reader’s attention. Their visual appeal, placement and language can make or break a site’s conversion rate. This is a case where paying attention to seemingly minor details can make a huge difference in a business’ success. The following call-to-action tips for e-commerce ensure that you’re taking all the right details into account.

1) Action!

Start your call to action with a verb. This keeps the text active and addresses the reader directly. Great examples include: Download, Buy or Join.

2) Consider Color

Call to action marketing must always walk the line between too subtle and too intrusive. This is especially true when you consider the color of you CTA (call-to-action) buttons. Try a contrasting color that fits within your existing color scheme. Orange and green are generally preferred for CTA buttons, but feel free to try some A/B testing to tweak your choice and see which color works best for you.

3) Shape Shift

The shape of a button alone can set it apart from the other graphics on your e-commerce product page. Try the super sophisticated “squint test” to see if your button stands out. As with color, test to see which shape is most effective with your audience.

4) Use a Large Font

Every customer should be able to read the text easily and clearly. Stay away from anything so large that it comes off as obnoxious, but ask yourself if 81-year-old you would be able to read your call to action without squinting.

5) Short Crisp Text

Call to action marketing language is like poetry. It needs to convey a lot with as few words as possible. Long phrases on a button are unappealing and hard to read.

6) Stick to First Person

Using first person keeps the text relatable and keeps the focus on the reader. Consider the difference between “Download Our E-Book” and “Get My Free E-Book.” Call to action marketing should always center on the reader’s needs.

7) Create Urgency

This is a time-tested strategy. Buyers who feel they might miss out on a deal are more likely to click through. Try substituting, “Join Our List” with “Sign Up and Get 50% Off Today.”

8) Above the Fold

This placement term harkens back to the days of newspapers, where any important information needed to be printed on the front page, above the fold, so it would be seen immediately. The internet equivalent is placement on the first screen, above where a reader would have to scroll down. If you want people to click your call to action, they have to see it first.

9) Placement Order

When you have multiple options for your user, always highlight the most important call to action first. For example, ‘Add to Cart’ or ‘Buy Now’ should be more prominent than ‘Save For Later’ or ‘Share With Friends’.

10) Spice it Up

Don’t be afraid to highlight your call to action buttons with tasteful graphics. Or, if your design is meant to be a bit cheesy, feel free to play with that and add animated objects, such as stars or arrows, to highlight the CTA. Just make sure you always stop short of headache-inducing visual clutter.