42244
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<p>The Laura Ashley shopping basket previously had three buttons of equal size:</p>
<p><img alt="" src="http://farm4.static.flickr.com/3537/3861220251_5efe018dc3_o.jpg" /></p>
<p>According to <a href="http://whichtestwon.com/?page_id=1809&pollid=15">this article</a>, this was changed to a version where the 'update bag' option was displayed in a text link, though having had a look at Laura Ashley's website today, this has been altered again. </p>
<p>In the newest version, all three links are buttons once again, but the 'continue shopping' and 'update bag' buttons are in less eye-catching colours and are smaller, making the checkout link stand out more:</p>
<p><img alt="Laura Ashley new shopping basket buttons" height="209" src="http://farm3.static.flickr.com/2563/3861990508_5f4d39d2d2_o.jpg" width="460" /></p>
<p>While reducing the size of the other buttons clearly has the effect of making the checkout link stand out more, <strong>the colour, size and wording of the call to action is also important</strong>.</p>
<p> River Island's shopping basket page could benefit from some A/B testing; neither of the two buttons for continue shopping or checkout catch the shopper's eye more than any other item on the page. </p>
<p>Both are in a dull colour, and have not been made big enough to really stand out. A bigger checkout button in a brighter colour (<a href="http://www.seosmarty.com/call-to-action/">orange is a popular choice</a> for etailers) could make an impact on conversion rates.</p>
<p> </p>
<p><img alt="" height="273" src="http://farm4.static.flickr.com/3420/3861208449_cfa77a57bd_o.jpg" width="460" /></p>
<p>There is no room for such confusion on Tesco's shopping basket. The retailer has opted for just one prominent button, and as a result, there is no chance of missing the checkout link: </p>
<p><img alt="Tesco shopping basket" height="350" src="http://farm4.static.flickr.com/3541/3861990250_af8701d255_o.jpg" width="429" /></p>
<p>Whether retailers choose to have buttons for 'continue shopping' or not, the important point is that, as Laura Ashley has realised, the <a href="http://econsultancy.com/blog/4064-call-to-action-button-design">call to action needs to be the most prominent link</a> on the page.</p>
<p>The Laura Ashley shopping basket previously had three buttons of equal size:</p>
<p><img src="http://farm4.static.flickr.com/3537/3861220251_5efe018dc3_o.jpg" alt="" /></p>
<p>According to <a href="http://whichtestwon.com/?page_id=1809&pollid=15">this article</a>, this was changed to a version where the 'update bag' option was displayed in a text link, though having had a look at Laura Ashley's website today, this has been altered again. </p>
<p>In the newest version, all three links are buttons once again, but the 'continue shopping' and 'update bag' buttons are in less eye-catching colours and are smaller, making the checkout link stand out more:</p>
<p><img src="http://farm3.static.flickr.com/2563/3861990508_5f4d39d2d2_o.jpg" alt="Laura Ashley new shopping basket buttons" width="460" height="209" /></p>
<p>While reducing the size of the other buttons clearly has the effect of making the checkout link stand out more, <strong>the colour, size and wording of the call to action is also important</strong>.</p>
<p> River Island's shopping basket page could benefit from some A/B testing; neither of the two buttons for continue shopping or checkout catch the shopper's eye more than any other item on the page. </p>
<p>Both are in a dull colour, and have not been made big enough to really stand out. A bigger checkout button in a brighter colour (<a href="http://www.seosmarty.com/call-to-action/">orange is a popular choice</a> for etailers) could make an impact on conversion rates.</p>
<p> </p>
<p><img src="http://farm4.static.flickr.com/3420/3861208449_cfa77a57bd_o.jpg" alt="" width="460" height="273" /></p>
<p>There is no room for such confusion on Tesco's shopping basket. The retailer has opted for just one prominent button, and as a result, there is no chance of missing the checkout link: </p>
<p><img src="http://farm4.static.flickr.com/3541/3861990250_af8701d255_o.jpg" alt="Tesco shopping basket" width="429" height="350" /></p>
<p>Whether retailers choose to have buttons for 'continue shopping' or not, the important point is that, as Laura Ashley has realised, the <a href="http://econsultancy.com/blog/4064-call-to-action-button-design">call to action needs to be the most prominent link</a> on the page.</p>
2009-08-27T13:18:08+01:00
10
1
html
<p><strong>Reducing the number of buttons on shopping basket pages can provide an instant boost to conversion rates, according to the results of an A/B test. </strong></p>
<p>By simply removing the 'update shopping bag' button and replacing it with a slighlty less visible link, Laura Ashley managed to increase conversion results by 18.87%, an impressive result, which shows what the kind of effect a slight tweak here and there can make.</p>
<p><strong>Reducing the number of buttons on shopping basket pages can provide an instant boost to conversion rates, according to the results of an A/B test. </strong></p>
<p>By simply removing the 'update shopping bag' button and replacing it with a slighlty less visible link, Laura Ashley managed to increase conversion results by 18.87%, an impressive result, which shows what the kind of effect a slight tweak here and there can make.</p>
false
4519
Fewer buttons means more conversions
false
2009-08-28T09:46:00+01:00
fewer-buttons-means-more-conversions
2009-09-14T17:34:42+01:00
5736