Bad Call-To-Action Example

Backstory: the screenshot below is of a box of blueberries from my local grocery store. The blueberry company is at a disadvantage. Because they sell via the grocery store they don’t have a direct relationship with me. This means that their “the berry that cares” brand has very little cache. When I go to the grocery store next I’ll pick the blueberry box nearest me, whatever it might be.

However, if this company had a direct relationship with me I’d remember them and care about them. If Meijer (my local grocery store) ever removed them I might even talk to the manager.

In order to have a relationship with me, they need to capture my contact info (so they can keep in touch via periodic emails). Therefore, the scan code in screenshot below is super important:

But their execution is terrible.

Their call to action says, “Scan me!”. This means nothing to me. Nothing. It doesn’t incentivize action.

I know what you’re thinking, “Rishi, we don’t sell in grocery stores, we sell online.”

I’m using this offline example to make a point. Online retailers are just as bad with their call to actions. So yes, this directly applies to your site too.

When a user sees your request they ask just one question, “why? what’s in it for me?”

So construct your ask in a way that drives action.

Some possible A/B test ideas for this berry company. Alternatives for “Scan me!”–

— Why our blueberries are the best.

— 5 things you didn’t know.

— Blueberries improve heart health, bone strength and… 

— Blueberries Vs. bananas

Back to your online store. Here is the bottom line: your site visitors don’t have infinite attention. If you want them to go down a specific path each step in the chain should have an irresistible hook.