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The 'Tail' of the Headline: Rethinking the Call to Action

Published on June 6, 2006   
Tags: Copywriting, E-Commerce, Web Copy

Your "Add to Cart" button is the tail of your headline.

After taking a huge amount of trouble to optimize a sales page on our sites, all too often we finish the page with a button that says something like this: Add to Cart, Add to Basket or Add to Shopping Cart.

Is that really the best we can do?

Think for a moment of those direct mail pieces you receive from time to time.

Does the prepaid response card simply say, "Add to Cart" or "Charge my Credit Card Now"?


Never.

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Nick Usborne (nickusborne@gmail.com) is a Web writer, author, and coach. Learn more about his work at NickUsborne.com (www.NickUsborne.com). Are you a MarketingProfs Pro member? Replay two of Nick's MarketingProfs virtual seminars, e-Newsletters: Get Attention and Build Loyalty and Developing Quality e-Newsletter Content Without Breaking the Bank.
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