Glossary

Call to Action

The call to action is usually telling the viewer to buy now or order now and is there to tell the viewer what to do next so that it is clear there are products on sale through that page. Call to actions are used as a way to invoke the user to further their intent such as to go from merely perusing the e-commerce site but to actually purchasing something. By analyzing the different products that the user has viewed, specific call to actions can be made before the user leaves the site unconverted.

Example of this is when a person is making an online order and then abandons the cart; if they already entered their email address the web site will likely send them a money saving offer to come back and make the purchase or put up a banner before the user exits saying if they complete the order a discount can be provided.