The Button Theory: Ecommerce optimization best Practice

Are your customers pressing the right buttons ( which you want them to )?

Are you happy with the sales of your E-commerce store? Are your customers happy with your store?

If you feel the answer to all these questions is ‘no’ you have to read this article. Call to Action button is one of the most important items on an ecommerce store web page. The user experience, ease and Conversions can increase tremendously if the button is right.

On a broader level there are three things which one has to consider:-

Size Shape Color Text

Call to action — For those who don’t know, Call to action is an element on a web page which requests or motivate a user to take some action. Which is

the ultimate aim of any website? It can be Sign up, subscribe, click and most Important – Buy, Add to cart or Checkout.

For Example:

The buttons or call to actions should create a sense of urgency in user’s mind to click the button. Right value has to be stated clearly for the user along with the confidence that clicking the button or sharing his information (in case of signups and contact forms) is perfectly safe and will not be shared.

Following are some of the important points from Ecommerce point of view.

Visibility – The CTA should be visible as soon as the users land on the page. It has to be on every page. Even if a user lands on Home page a CTA can be given to user on the welcome banner with big button saying ‘Shop Now’ which leads to the related product or category page.Similarly in a products page, the CTA should be loud and clear. It should stand out smoothly and urge user to click. It should be dominant on page with its size and color. Example.

Flat CTAs – Flat CTAs are a big no–no. User should be aware once the cursor is on the button and it is clickable. Shadows and hover effects have to be there to make the user aware that it’s clickable. Example with a button saying click me to see hover

Text – Text on CTA and its surroundings is very important.

1. Text on CTA – Rather than having a simple ‘sign up’ button you can have a ‘claim your Free EBook ‘. User should see the value in providing his her details.

2. Text surrounding CTA – Text surrounding CTAs should be encouraging and informative; an air of confidence should be created with providing

links to Pages like – Privacy Policy, Shipping Policy. A small note that email and details will not be shared is always helpful.

Overdo – Do not add many CTAs on the same page, the main aim of the page has to be decided, it can be – Sale, Sign up or a download. When a user lands he should get a message from the page that which is the single most important thing at that particular page. Adding more CTAs will only create users and can result in low conversions. In an Ecommerce site’s product page – There should only be One CTA – Buy/Add to cart.

There can be many other small points like value delivery, Sense of urgency, clarity of terms and conditions etc with CTA which should be taken care of. They will not be touched here as this article is focusing on Ecommerce Only.

For any concerns, questions please feel free to contact us. If you have an ecommerce store which needs Optimization we are happy to help.