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.
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.
The Laura Ashley shopping basket previously had three buttons of equal size:
According to this article, 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.
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:
While reducing the size of the other buttons clearly has the effect of making the checkout link stand out more, the colour, size and wording of the call to action is also important.
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.
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 (orange is a popular choice for etailers) could make an impact on conversion rates.
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:
Whether retailers choose to have buttons for 'continue shopping' or not, the important point is that, as Laura Ashley has realised, the call to action needs to be the most prominent link on the page.