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Sheri Hebbeln
 
April 7, 2014 | eCommerce , Site Design and Management | Sheri Hebbeln

Successful online wine marketing relies on a good call to action

Ecommerce is taking off for wine companies. Consumers are increasingly interested in finding ways to buy wine online. According to an article from Wine Searcher, the global online wine market is worth about $5 billion and is expected to continue to grow at a rate of 30 percent annually. On the other hand, these sales still only represent less than 5 percent of worldwide sales, which means that online wine sales are still a relatively untapped business strategy. However, to maximize product sales online, wine businesses need to make sure they are optimizing their e-stores to make more conversions.

While there are many elements to this, a good call to action is an important part of any ecommerce conversion strategy. The more refined CTAs are, the more sales wine businesses will make online. As an article from ContentVerve points out, the CTA is the point at which shoppers will either bounce or convert. In other words, perfecting just a small part of the website can have significant results.

Make CTA buttons stand out
To make online sales, businesses need to make sure their CTAs stand out from the rest of the material on the website. If a consumer is just browsing, a button that tells them to shop online may give them a reason to make a purchase. Once they are in the online store, it's vital they know where to click to add an item to the cart. It may sound obvious, but consumers are less inclined to perform these actions if the CTA is hard to see. According to content marketing company Copyblogger, making these buttons stand out in terms of color is a good way to ensure click-thrus. Make sure the text is big, and the button color stands out from the background. It's also smart to place them "above the fold," or in a location where visitors don't have to scroll down to see them.

Focus on results
Another element that can increase conversions is stating not just an action, but the result in a CTA. A video from ContentVerve suggests that focusing solely on process can have negative effects. Using just the word "order" implies a procedure that may be time-consuming or bothersome. Rather than using a word with such connotations, emphasize the result, for instance "get delicious wine in the mail!" To determine what copy to use, ask two questions: What is the prospect's motivation for clicking the button, and what will the prospect receive once they do?

Once wine stores optimize online stores, sales have the potential for serious growth.

Comments

PsihOa's Gravatar
 
PsihOa
@ Jan 29, 2017 at 2:58 AM
Добрый день!

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