One of the core principles of good UX design is that every page should have a single primary purpose.
If you can’t answer the question “What is the one thing you want the user to do on this page?” then you can probably improve its effectiveness.
With ecommerce websites, there’s a funnel that almost all sites in this sector follow.
The buttons that appear with their calls-to-action (CTAs) are important signposts to help users find their way through to purchase and are a key part of UX design.
They arguably matter in the world of ecommerce more than anywhere, as a successful user journey has a monetary value.
Related: Download 38 ecommerce icons—free
This article will take you through the 4 key steps in that funnel (landing, search, product, checkout) and will tell you how to create an effective primary call-to-action for each page.
If you want to make sure you’re not leaking customer dollars along the way, read on.
Landing: Show how to start shopping
A homepage or landing page has 2 clear purposes:
Quickly explain the site
Get users to take the next step in buying
In order to pull off that second purpose, you’ve got to get the primary ecommerce CTA right.
An effective primary CTA should be a button in a contrasting color to your main website color scheme to help it stand out.
This primary action style should ideally only be used once per page, and it should look the same across the site so users can easily recognize it.
On the landing page, you’re teaching the user what to look out for on the rest of your website.
In most cases, your button is going to take people through to the search page where they can browse a product selection.
The CTA should be clear—use button copy like “Shop now” or “Search,” not something generic like “See more.”