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Photo: © Warakorn Harnprasop/123rf.com

Photo: © Warakorn Harnprasop/123rf.com

E-COMMERCE is taking off for wine companies and consumers are increasingly interested in finding ways to buy wine online.

According to Wine Searcher, the global online wine market is worth about $5 billion and is expected to continue to grow at a rate of 30 per cent annually.

On the other hand, these sales still only represent less than 5 per cent of worldwide sales, which means online wine sales are still a relatively untapped business strategy.

But to maximise product sales online, wine businesses need to ensure they are optimising 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 e-commerce conversion strategy.

The more refined a website’s call to action (CTA) is, the more sales wine businesses will make online

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.

STAND OUT FROM THE CROWD
To make online sales, businesses need to make sure its CTAs stand out from the rest of the material on its 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 colour is a good way to ensure “click-throughs”.

Make sure the text is big and the button colour 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.

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, emphasise the result, for example, “get delicious wine in the mail!”

To determine what copy to use, a business should ask itself two questions: What is the prospect’s motivation for clicking the button, and what will the prospect receive once they do?

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

Original article found on winedirect.com. To view it, click here

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