{"id":24725,"date":"2015-06-18T17:09:36","date_gmt":"2015-06-18T15:09:36","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=24725"},"modified":"2023-02-27T14:27:13","modified_gmt":"2023-02-27T14:27:13","slug":"call-action-performanti-per-il-tuo-ecommerce","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/ecommerce\/call-action-performanti-per-il-tuo-ecommerce\/","title":{"rendered":"Call-to-action performanti per il tuo ecommerce"},"content":{"rendered":"<p>Uno degli elementi fondamentali di un portale ecommerce sono le <strong>call-to-action<\/strong> (abbreviato con <em>&#8220;CTA&#8221;<\/em>). Grazie a loro un gestore di ecommerce pu\u00f2 incrementare notevolmente le vendite e ampliare il proprio giro d&#8217;affari.<\/p>\n<p>Per riuscire a far fruttare le call-to-action bisogna scegliere con attenzione alcune caratteristiche. Una call-to-action realizzata in modo approssimativo pu\u00f2 avere l&#8217;effetto opposto di quello sperato ed allontanare i clienti.<\/p>\n<p>Innanzitutto pu\u00f2 essere un&#8217;ottima idea inserire i pulsanti CTA all&#8217;interno di popup. In questo modo si <strong>cattura l&#8217;attenzione dell&#8217;utente<\/strong> aumentando le probabilit\u00e0 di conversione. I popup possono anche essere visualizzati solo in casi particolari come nella pagina delle recensioni o in quella delle specifiche tecniche di un prodotto.<\/p>\n<p>Spesso visualizzare il numero di like\/follower con relativo pulsante, se elevato, pu\u00f2 essere un ottimo modo per <strong>generare fiducia negli utenti<\/strong>. Non \u00e8 indispensabile utilizzare i widget standard: anche un semplice pulsante con link alla pagina principale del social network con il numero di follower \u00e8 pi\u00f9 che sufficiente.<\/p>\n<p>Una strategia molto utilizzata e molto proficua prevede l&#8217;inserimento di CTA direttamente nella home page. Le soluzioni migliori sono quelle che valorizzano i prodotti e <strong>invogliano l&#8217;utente ad approfondire<\/strong> ottenendo maggiori informazioni.<\/p>\n<p>Se per\u00f2 parliamo delle call-to-action pi\u00f9 utilizzate, ovvero quelle nelle pagine prodotto, ci sono alcune <strong>caratteristiche che possono fare la differenza<\/strong> tra un&#8217;ottima e una scandente CTA:<\/p>\n<ul>\n<li><strong>testo<\/strong>: le poche parole inserite all&#8217;interno di un pulsante vanno scelte con grande attenzione per invogliare l&#8217;utente a cliccare, vedremo pi\u00f9 avanti qualche consiglio per cercare di scrivere la migliore CTA possibile<\/li>\n<li><strong>colori<\/strong>: scegliere i colori di testo e pulsante in modo oculato consente all&#8217;utente di trovarlo facilmente e quindi di sapere in ogni momento dove si trova all&#8217;interno della pagina, se necessario si pu\u00f2 considerare l&#8217;utilizzo di bordi per evidenziare maggiormente la CTA<\/li>\n<li><strong>posizione<\/strong>: la collocazione del pulsante all&#8217;interno della pagina deve essere coerente con la struttura della pagina stessa e non deve allontanarsi troppo dalle informazioni salienti a cui \u00e8 legato, ad esempio all&#8217;interno di una pagina prodotto in un ecommerce, la CTA deve essere vicina ai dati del prodotto, al prezzo e alla descrizione breve.<\/li>\n<\/ul>\n<p>Per quanto riguarda il testo, avendo a disposizione pochi caratteri, \u00e8 importante studiare con attenzione quali parole usare. Vediamo quali sono le <strong>tipologie di testi<\/strong> pi\u00f9 utilizzate:<\/p>\n<ul>\n<li>creare una <strong>sensazione di &#8220;urgenza&#8221;<\/strong> nell&#8217;utente proponendo soluzione immediate;<\/li>\n<li>fare leva sulle <strong>emozioni<\/strong> per coinvolgere l&#8217;utente;<\/li>\n<li>creare un contesto in cui l&#8217;utente pu\u00f2 immedesimarsi;<\/li>\n<li>rendere l&#8217;utente conscio delle problematiche che potrebbe incontrare in futuro e quali soluzioni gli vengono offerte;<\/li>\n<li>evidenziare gli effetti che una situazione problematica potrebbe avere sull&#8217;utente;<\/li>\n<li>chiedere agli utenti di entrare a far parte di una cerchia ristretta (di utenti registrati);<\/li>\n<li>spiegare esattamente ci\u00f2 che si sta offrendo;<\/li>\n<li>evidenziare le <strong>caratteristiche dei prodotti\/servizi<\/strong> offerti;<\/li>\n<li>mettere in risalto i <strong>benefici<\/strong> che l&#8217;utilizzo dei prodotti\/servizi proposti pu\u00f2 portare;<\/li>\n<li>indicare il <strong>risparmio<\/strong> che l&#8217;utente avrebbe scegliendo i prodotti\/servizi disponibili sul portale ecommerce;<\/li>\n<li>far leva sulla paura degli utenti per le eventuali conseguenze del non utilizzo di prodotti\/servizi acquistabili sullo store;<\/li>\n<li>personalizzare il messaggio in funzione dell&#8217;utente medio a cui \u00e8 indirizzata la CTA;<\/li>\n<li>utilizzare un <strong>messaggio &#8220;ludico&#8221;<\/strong> che invogli l&#8217;utente ad ottenere pi\u00f9 informazioni;<\/li>\n<li>offrire <strong>bonus e sconti<\/strong> agli utenti;<\/li>\n<li>far leva sull&#8217;ego degli utenti che visitano il portale;<\/li>\n<li>pubblicizzare eventuali premi e riconoscimenti ricevuti dal portale o dai prodotti\/servizi proposti;<\/li>\n<li>usare la parola &#8220;STOP&#8221; per attirare l&#8217;attenzione degli utenti;<\/li>\n<li>spingere l&#8217;utente ad immaginare una situazione.<\/li>\n<\/ul>\n<p>Questi sono solo alcuni spunti. Sta all&#8217;abilit\u00e0 di ognuno il trovare call-to-action performanti per ogni situazione.<\/p>\n<p>E voi? Quali call-to-action utilizzate? Avete mai eseguito un <strong>A\/B test<\/strong> per capire se una CTA diversa potrebbe essere pi\u00f9 performante?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Uno degli elementi fondamentali di un portale ecommerce sono le <strong>call-to-action<\/strong> (abbreviato con <em>&#8220;CTA&#8221;<\/em>). Grazie a loro un gestore di ecommerce pu\u00f2 incrementare notevolmente le vendite e ampliare il proprio giro d&#8217;affari.<\/p>\n","protected":false},"author":4,"featured_media":24751,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[83],"tags":[407,72,421,116,200,84,48],"class_list":["post-24725","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","tag-call-to-action","tag-e-commerce","tag-guida-ecommerce","tag-ottimizzazione","tag-test","tag-vendite-online","tag-web-marketing-1"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Call-to-action performanti per il tuo Ecommerce - blog.artera.net<\/title>\n<meta name=\"description\" content=\"In un portale ecommerce delle call-to-action performanti sono uno degli elementi fondamentali per incrementare le vendite e ampliare il...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.artera.net\/it\/ecommerce\/call-action-performanti-per-il-tuo-ecommerce\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Call-to-action performanti per il tuo Ecommerce - 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