Relational Ecommerce: Ditch the Marriage Proposal on the First Date
Imagine you are sitting down to dinner on a first date – when all of a sudden your date looks across the table at you and asks. So, when are we getting married?
Um…pardon?
We haven’t even had a conversation yet.
This is a similar approach that many online retailers use to drive urgency for site visitors to convert.
Big Mistake.
Just like a personal relationship, the customer relationship has to be nurtured. Visitors have to see the need to buy into what you are selling, but more than anything, they need to buy into YOU as a company.
A well-crafted call to action (CTA) is more than a button – it’s the moment of truth that guides visitors through micro-decisions toward purchase. But to truly drive conversions, CTAs must align with how people think and where they are on their journey.
Enter the three-stage customer readiness model:
Curious → Interested → Ready to Buy
When you match CTAs to each of these mindsets, your messaging becomes sharper, your engagement more intentional, and your conversions more consistent.
1. Design for Conversion Optimization
Your CTA should be visually distinct and emotionally resonant, but its real power comes from matching form to intent.
For Curious Customers
- Use friendly, exploratory CTA language:
“Learn More,” “Discover Why It Matters,” “See the Difference” - Example: For a skincare product landing page, instead of “Buy Now,” use:
“What Makes This Serum So Popular?”
For Interested Customers
- Highlight value and clarity:
“Compare Our Results,” “See Why 10,000+ Swear By It,” “Explore the Collection” - Example: “See Our Top Rated Styles” on a category page can deepen brand trust.
For Ready to Buy
- Use strong, action-focused copy tied to benefit or urgency:
“Add to Cart,” “Snag Yours Today,” “Complete My Order” - Example: On product detail pages, use CTAs like:
“Get Yours Before It’s Gone” or “Conquer Your Workout – Shop Now”
Pro Tip: Use contrasting colors and generous padding to ensure your CTA is visually prioritized — but align its tone with the buyer’s readiness.
2. Messaging That Moves Revenue
The best CTA copy speaks to the benefit of taking action – not just the action itself. But those benefits should reflect where the customer is mentally.
Curious: Focus on education and empathy
- CTA Example: “Why Clean Skincare Is Changing the Game”
- Sidebar CTA: “Find the Best Fit for You”
Interested: Focus on comparison, value, or differentiation
- CTA Example: “Why Our Serum Works When Others Don’t”
- Incentivized CTA: “Get 15% Off Your First Order – Limited Time”
Ready to Buy: Focus on confidence and urgency
- CTA Example: “Add to Cart & Unlock Free 2-Day Shipping”
- Cart Abandonment Email: “Still Deciding? Your Discount Expires in 24 Hours”
Pro Tip: Use action verbs and benefit-first framing. Avoid generic “Submit” or “Click Here.”
3. Placement by Journey Stage
Think of CTA placement not just by location — but by moment.
| Journey Stage | Placement Strategy |
|---|---|
| Curious | Top of blog posts, homepage tiles, quiz intros |
| Interested | Mid-scroll product pages, FAQ sections, reviews |
| Ready to Buy | Above-the-fold on PDPs, cart pages, exit intent popups |
Example:
- Blog: Midway through an educational article, insert:
“Curious about how this works? Explore the full breakdown.” - Product Page: After benefits and reviews:
“See Why 10,000+ Customers Love It – Shop the Collection” - Cart/Checkout:
“I’m Ready – Complete My Order”
4. A/B Testing with Buyer Mindset in Mind
Use A/B testing to refine CTAs within each readiness stage.
Test Ideas:
- Curious: “Learn More” vs “Why It Works”
- Interested: “See Reviews” vs “Compare Plans”
- Ready to Buy: “Buy Now” vs “Get Mine Today”
Pair your tests with heatmaps and scroll tracking to see where attention drops off.
Pro Tip: Tools like VWO, Optimizely, and Microsoft Clarity make non-dev A/B testing easy.
5. Align CTAs to Behavior and Segmentation
Personalization makes CTAs feel human. Use behavior-based segmentation to match CTA tone and message to past engagement.
Examples:
- First-time visitor (Curious):
“What Makes Our Customers Obsessed? Find Out.” - Returning visitor, viewed product twice (Interested):
“You’ve Been Eyeing This – Grab It Before It’s Gone.” - Cart abandoner (Ready):
“Still Want It? Complete Your Order for 10% Off.”
Pro Tip: Use dynamic CTAs powered by tools like Klaviyo, Justuno, or Shopify Flow to shift CTA messages based on real-time signals.
Final Thought: Curiosity Converts When Nurtured
The most effective CTAs are not static — they’re layered, tested, and refined to match real human behavior. By segmenting your messaging for Curious, Interested, and Ready-to-Buy customers, you can gently guide people along the path to purchase in a way that feels natural and compelling.
Would you like support building a CTA matrix or applying this strategy across a specific part of your funnel — like product pages, landing pages, or emails? I’m happy to help you put it into action.