The CTA, or call to action, is the most critical part of a winery’s web site boutique for online sales, according to Grapegrower and Winemaker, a New Zealand/Australian media. And it is too often overlooked or poorly understood.

The publication cites figures from Wine Searcher that “the global online wine market is worth about $5 billion and is expected to continue to grow at a rate of 30 per cent annually. On the other hand, these sales still only represent less than 5 per cent of worldwide sales, which means online wine sales are still a relatively untapped business strategy.”

Having an e-store isn’t enough:

“a good call to action is an important part of any e-commerce conversion strategy. The more refined a website’s call to action (CTA) is, the more sales wine businesses will make online. The CTA is the point at which shoppers will either bounce or convert. In other words, perfecting just a small part of the website can have significant results.”

10 tips on how to make the call to action for an online shop more obvious.