E-commerce Usability – Add to Cart Buttons
In order to achieve a greater rate of conversions, a bold and clear ‘add to cart button’ should be added to each product page and it should be made to stand out from the rest of the content so that it is easy to locate for any shopper. Use reds, blues and images to display it so that is is easily noticable to the user.
It is also important to use the correct terminology. Using terms such as ‘buy’ or ‘order’ may scare the user into thinking they are commiting to the purchase right now, whereas ‘add to cart’ or ‘add to basket’ acts as a nice first step in the buying process where the user may only still be browsing.
The example above, taken from PFT Central shows a good usage of an ‘add to cart button’. It stands out using a bold red color, and by using button styles it looks ‘clickable’. The terminology is good and the small trolley icon is good for people who may not speak or read English. It is easily noticable on the page and the use knows exactly what it means so this is how I would reccommend doingthis type of button.
November 18th, 2008
Albertina) Complete Family Pack, Monotype Library To add an item to your shopping cart, click the button. Secure
December 19th, 2008
We’ve been working to try and develop a good add to cart button. It’s such an important thing but usually overlooked. The positioning of it on the page is also important
January 16th, 2009
Be sure to consider your color choices. I’m not sure red is a good choice for a purchase button…too easily associated with ‘STOP’. I prefer green and have data that shows higher conversions (although not hugely).
January 21st, 2009
Remember to place the button (however it looks) in close proximity to the price and amount of the product. Otherwise visitors will have trouble relating the total price and amount of products to the ‘Add to cart’ action.
August 22nd, 2009
I agree with you about the influence buttons can have over people’s potential purchases online. It’s something I always take into account when designing.