Call to action buttons need to jump out at the customer. After being clicked there needs to be no doubt in what the next step they need to take is in order to make a purchase. Attack that low attention span by catching the customer’s eye with a big and juicy button. Test sizes, colour, wording and placement to see what is most effective for your eCommerce site.
Add to Cart Button
I don’t need to explain why this should be the easiest button to spot on the page; some designers would even use the saying “go big or go home” with this one. The Add to Cart button can be used in many ways, depending on what strategy you want to go for, and what kind of products you are selling. I will give you three examples of what this button could do after being clicked:
1. Make the mini cart pop out showing the recently added item in it
This gives the customer a sense of satisfaction. Sort of like being able to feel the weight of the item you just put in your basket at the grocery store.
2. Show a pop-up message
This message usually says “[item name] has been added to your cart” and it helps the customer feel comfortable moving on to more shopping because they are certain that the item is secured in their cart.
3. Take the customer to the checkout page or shopping cart page
This is a very good strategy to entice customers to pay for their items right away and is only recommended for stores that normally sell one product per customer. Otherwise, your customers will get annoyed that they have to keep going back to your catalog after adding each item.
Continue Shopping Button
Browsing an eCommerce site without enough of these buttons can become aggravating. A lot of eCommerce sites tend to have more features than just shopping pages. There are blog pages, CMS pages, account pages. No matter what page the customer is on (including your shopping cart page) it should always be easy as breathing to be able to go back to the catalog page. This button could take the customer back to either the last viewed item, the catalog page or the home page.
Product Review Button
This is the reputation button, and it’s a great way to let customers do your marketing for you. A customer is very likely to feel a certain loyalty to your business if they take the time to leave a review. Having this option on your eCommerce site can also create a sense of community amongst your customers. When someone expresses their opinion others will be more likely to express their own and keep coming back to check for answers. Good reviews will help your business in the SEO department and will definitely help your sales grow.
Add to Wishlist Button
This is your “Window Shopping” button. Lots of people love browsing through items even if they can’t afford them at the moment. It’s convenient to be able to save those items you will want to buy later, so this is a really good option to give your customers. A wishlist acts as a “fitting room” as well, where customers can grab tons of items and make a personalized list of only the ones they are interested in. Going through and choosing what to actually put in their shopping cart is easier than going through the whole catalog of your store.
Social Sharing Buttons
Share… things… socially. Simple enough concept, who doesn’t love to share and show off what they like to their friends? Networking is free and powerful, and you should take full advantage of that. These buttons act a bit like reviews in the sense that it’s easy marketing done by your customers. Make sure these are close to the element on the page they are actually sharing: if it’s the product image, then your share and like buttons should be right under or right next to it. Another advantage to having these buttons is keeping track of metrics!
Check out Button
This is the “show me the money” button. You want this one to be bigger than the Add to Cart one. You most definitely do not want your customers to have to hunt for it, let it have a lot of space around it instead of being in a cluttered page. Also make sure the wording you use is very easy to understand, some intuitive examples are “Checkout” “Proceed to checkout” “Place order” “Complete purchase”. Give this button the attention it deserves!
And that is all for now, ladies and gents. There are many other call to action strategies that can improve your eCommerce site’s performance, but these are enough to get you started. Big buttons, lots of space, intuitive wording, placing them where the customer won’t miss them, allowing reviews and window shopping; all of these will keep your customers engaged at all times and will position you for success. Happy hustling!