Call-to-Action: Why, When and How
Dez 04, 2016 - SALES
Olivier Stapylton-Smith

Succeeding as an ecommerce entrepreneur takes hard work and persistence. Unfortunately, there’s no business-startup fairy who magically bestows success onto you. However, we feel that successful CTAs are the closest thing you can have to a fairy godmother.

Hundreds of online articles and published books claim to know the secret of success in business. For the most part though, they boil down to the same major points in the CTA formula. Before we get into the thick of things, let’s be sure we know what call-to-actions actually are.

'A Call-to-Action (or CTA) is an instruction to your audience designed to encourage a specific and immediate action.'

Sometimes it’s a little hard to picture how something will look from just the definition; so here’s a few basic examples of CTAs that you’ll remember (and probably be annoyed by)…

Moteef teaches you about CTAs 

These kinds of CTAs are pretty simple and can work for Facebook Ads or small buttons. However, whether you’re starting a clothing line or just selling a few mugs, it pays to perfect your CTAs.


Quite simply; to sell custom merchandise. You should never assume that consumers will know where to go and what to do next. If you want to sell custom products online, you’ll need to give people instructions for every single step. 

Using a Call-to-Action is the best way to let people know what they need to do next. The effectiveness of CTAs isn’t just a myth, they do wonders for your social commerce marketing.

CTAs increase conversion rates by a huge margin. Adroll found that their click-through-rate increased by 285% by simply adding a CTA to their Facebook page. 

So it’s vital that all you social entrepreneurs are using them to drive specific actions, such as: 

  • Visiting your page
  • Making a purchase
  • Liking or commenting on a post
  • Getting involved in competitions 
  • Learning about your offers/ deals

Any action that you want to happen can be driven using CTAs and you’ll have a massive increase in conversion rate because of them. It’s not just us who know the importance of CTAs. WordStream report that adding one into emails increased clicks by 3.7x and sales 16.2x their normal rates.

Now that you know why you should use them, it’s time to learn when...


Now, this isn’t strictly ‘When’ to use them, it’s also a little bit of ‘Where’ to use them because these come hand-in-hand when using CTAs. The most important thing to remember when using a call-to-action is what action you want consumers to take next.

Obviously the end goal is to sell your custom merch to them, but that’s not always what’s immediately best. Sometimes you should focus on getting people to learn more before asking them to commit to buying one of your custom t-shirt designs.

There are a lot of places where using a Call-to-Action benefits your eCommerce marketing strategy. The places you’ll be using them the most are... 

  • On your Adverts
  • On your social media posts
  • On your campaign page

You’ll be pushing potential customers to your custom merchandise through those three channels. The idea is to easily lead people into buying a custom product by directing them where to go next from each page.


Your ads most of the time, is where you’ll pull in the most traffic to sell products online. If you aren’t using an effective call-to-action in them then you’re losing out, big time.

Facebook Ads give you the option to choose your own, built in, call-to-action which is included at the end of each ad. To make sure you receive the best possible conversion rates, create your ads with the right call-to-action.

 Call-to-action on facebook ads with Moteef

Choosing a call-to-action from their list is good for a basic start on improving your conversion rates. However you can also add your own CTAs in the description text if you want to drive more specific action.

Most of the time, you’ll want to direct people to your campaign page so they’ll buy your custom product. You could also drive people to your social media page though if you want to build up a community for your social commerce business.  


If you’re using social media to promote your t-shirt designs organically then you’ll have to optimise your posts with CTAs yourself, because, unlike Facebook ads, it won’t be done for you.

Social posting with CTAs

You don’t have to include a call-to-action on every post, but you do need to include them on posts which advertise your custom products. Send people to your Moteefe campaign page with a strong call-to-action and you’ll be a professional t-shirt designer in no time at all. 


This is the final step before customers decide to buy your custom merchandise, so make the decision for them by directing them to the checkout page. Your campaign page should be fully decked out with copy, informing about the custom products they’ll be ordering.

Moteef's campaign description 

Giving people this information means people are more likely to make a purchase. However giving people a strong, clear, message - ‘BUY NOW’ - will help persuade people to buy your product designs right there and then.

This works even better if you create a sense of urgency (which is easily done with our campaign system) as people won’t want to miss out on the chance to get their limited edition t-shirt design.


There’s only one thing left to teach you about CTAs before you can get out there and start using them, and that’s how to write them. Selling your products online can be made a lot easier if you optimise your call-to-action creation.

The examples that we gave at the beginning of the article are all short and simple…

  • Buy now
  • Check it out
  • Learn More
  • Download NOW

Adroll discovered that the CTAs ‘Shop Now’ and ‘Learn More’ were the most popular ones by far (which is great for social selling). 

However, you don’t have to keep your CTAs short to cash in on the conversion rate bonuses. In fact, using a longer call-to-action will boost your conversion rates even more. Hubspot found a 42% increase in conversions with personalised CTAs compared to untargeted ones.

The key factors for creating a call-to-action are:

  • Grabbing their Attention
  • Inspiring action
  • Being clear
  • Creating urgency

There’s a need for balance in a Call-to-Action though. At first it might seem that you need to ‘hype up’ your audience a in order to get them to buy your custom products or go to your campaign page. 

However, when asking people to buy your custom merch it’s better to give people instructions and a gentle nudge rather than a demand and a forceful shove. 

As an example, rather than saying... 

‘Click to Buy NOW. Offer expires soon.’

You could try... 

‘Why wait another second? Buy your luxury custom t-shirt before offers end’ 

In the first example, the call-to-action fits all of the key factors but it is aggressive and reads like you’re demanding they buy your custom products rather than offering them the chance to. The second example expands on the key factors by questioning why the customer would wait and reminding them why they want your custom t-shirt by calling it ‘luxury’. 

Don’t scare people off with an aggressive call-to-action. Lead them in the right direction and give them a reason to follow through.

Now it’s your turn

Now that you know why, when and how, all that’s left for you to do is put your newfound skills into practice. Just remember to:

  • Grab attention
  • Present an action 
  • Be direct and clear
  • Create a sense of urgency

Above all else though, if you want to become a social commerce success, remember to lead people in the right direction rather than trying push them there. Consumers have to reach their own decision, but you can help to show them the right way.

If you have any questions, or just want to chat, come check us out at the Moteefe Hangout on Facebook. Or you can try putting your skills to the test by creating a campaign for free, today.

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