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Add To Cart Vs. Buy Now
Posted 15 March 2007 - 05:04 PM
I like the way that "Add to Cart" implies you can still browse around and shop with no haste to check out, but I recall some research saying that too many people were not sure what it meant?
Posted 15 March 2007 - 06:41 PM
Have both options right there in front of the customer.
Posted 15 March 2007 - 07:30 PM
I heard (and i forget where) that "Add To Cart" works better, but then, I can't remember where. Grokdotcom talked about adding a line like "You Can Always Remove It later" next to the line, which they claimed help assuage people's fears.
Try searching Grokdotcom or, who are those guys that do the conversion test stuff Randy?
Posted 15 March 2007 - 08:18 PM
Marketing Experiments Though I don't remember a study on that.
I think of the two as different functions personally. To me, Buy Now does mean you are going directly to checkout. I think it could be useful for certain types of sites, but for most e-com sites add to cart or something similar is more appropriate.
I asked a similar question about buy button wording once, and the best advice I got was look at what the big guys use ... and most use "add to cart". They are pretty sure to have tested what works best for them ... with the caveat that every site is different.
Posted 16 March 2007 - 02:09 AM
Maybe consult Jakob Nielsen?
Posted 16 March 2007 - 08:16 AM
Posted 16 March 2007 - 08:20 AM
Definitely something you'll want to test Carophilly. Which works best is probably going to come down to what personality type your customers fall into.
I would test it several ways. One with Add To Cart, one with Buy Now and one with both options. I would also test different button colors and styles. And probably button placement too.
Then you'd want to track the results a couple of different ways too. First with the straight conversion rate to see which tracked best. But I'd also want to look at the Average Value Per Sale, because the meaning of the Call To Action for the two buttons is different so may lead to one getting more items added to the cart during the buying process.
Posted 16 March 2007 - 04:06 PM
Sure does thanks Randy! It also occured to that the type of product could determine the wording. Some sites just need to be browsed while the cart fills up with lots of products, so Add to Cart would be great, and some are single purchase sites where not much upselling goes on, in which case Buy Now is probably appropriate.
Thanks for that link St0n3y - some great info there!
Posted 16 May 2007 - 05:15 PM
The post also crunches numbers on what button text is most popular. Of course "Add to Cart" is the most used, but as the writer explains, in some cases "Add to Bag" makes more sense. Would you plow down the aisles of Bloomingdale's with a rusty shopping cart? I don't think so. Shopping cart buttons are an extension of your branding, so factor that into your decision
Posted 26 May 2007 - 03:12 PM
This sounds totally off-topic but bear with me because it comes back...
Some years ago in the UK an aircraft caught fire on take-off. Although it came to a halt on the runway and the fire crews got there quickly, many people lost their lives.
Investigators found that one of the reasons the people inside didn't get out was because the aisles were blocked by passengers trying to get their luggage from the overhead lockers.
That seems daft but a psychologist explained it this way..
'When people are faced with an unfamiliar situation they revert to training - either formal training or what they are used to doing from experience. Normally, when an aircraft comes to a halt, passengers get up and retrieve their luggage. That's what they did in this case - they didn't think - they just reacted.'
In the same way, as more and more shoppers use the internet and become familiar with shopping on-line they are 'trained' to use the Add to Cart button - because most sites have it. They know what it means and they know it doesn't commit them.
If you change this, you run the risk of confusing them and shoppers who hesitate may be lost.
As Randy says, the only way to tell is to test. But if you don't have time to test, I'd stick with the familiar.
Posted 26 May 2007 - 07:59 PM
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