Collection Of 100+ Checkout Buttons

UPDATE: if you plan to design a checkout button, please read our post on “The Best Checkout Button“.

The checkout process plays an important role in the shopping experience of all e-commerce websites. And, the shopping process starts with a click on the Checkout button. While buying decision can be influenced by matters other than your website, once visitors decide to buy the products from your site, it is your job to help (persuade) them to complete the buying process.

Assuming your visitor has already added products to their shopping cart, how well do you manage to persuade them to finish the checkout process? How usable are your checkout button and checkout pages? Does the button stand out from the rest of the page? Do visitors find it easy and compelling to click on it? Are there any general rules to follow when designing a checkout button?

We’ve tried to answer such questions and this is why we ended up analyzing 111 checkout button designs, from 111 top retailers. The buttons were taken from their shopping cart pages.

Conclusions and other interesting stats are to be found at the end of this article.

NOTICE: there are two retailers we couldn’t find a proper checkout button for, one being The Sharper Image (site is still under construction) and the other one is Gateway, which doesn’t sells directly on their website.

Conclusion:
Even if the 110 retailers display 110 different checkout button images, there are still some common practices you can follow when designing a checkout button. Let’s take a look at some statistics (all % are rounded up):

Button colors (background):
blue – 21 (19%)
brown – 5 (4.5%)
gray – 11 (10%)
green – 17 (15%)
orange – 12 (11%)
pink – 2 (2%)
purple – 4(4%)
red – 24 (22%)
white – 6 (5%)
yellow – 8 (7%)

Button colors (text):
black – 10 (10%)
blue – 9 (8%)
brown – 1 (less than 1%)
green – 1 (less than 1%)
orange – 1(less than 1%)
pink – 1 (less than 1%)
purple – 1(less than 1%)
red – 2 (less than 1%)
white – 84 (77%)
yellow – 1 (less than 1%)

How is “checkout” spelled?
check out – 8 (7%)
checkout – 101 (93%)

Is “checkout/check out” always used as button’s text?
yes – 108 (99%)
no – 2 (1%) – 1800contacts uses CONTINUE ORDER and proflowers.com uses Order Now

Is “checkout” UPPER case, lower case or Sentence Case?
CHECKOUT – 44 (40%)
checkout – 11 (10%)
Checkout – 44 (40%)
others – 9 (10%)

Which call to action verbs are used on buttons along with “Checkout”(which can also be considered a call to action, but not so strong)?
Continue – 12 (11%)
Proceed – 30 (27%)
Now – 9 (9%)
Go To – 2 (1%)
Use – 1 (less than 1%)
Begin – 7 (6%)
none – 50 (45%)

Does the button contains anti-anxiety elements, such as the term “secure”?
secure – 14 (12%)
no – 96 (88%)

Is there an arrow associated with the checkout button?
yes, on the left side of the button – 45 (40%)
yes, on the right side of the button – 17 (15%)
no – 48 (43%)

Pitstop Media offers ROI based internet marketing services such as landing page testing services and conversion rate optimization services. Our A/B and multivariate tests have helped companies increase conversion rates by as much as 75%. Let us increase your conversion rates, too!

About Traian Neacsu

Traian is the founder and Director of Search Marketing at Pitstop Media Inc. He has more than 10 years experience in helping small and medium businesses generate and convert organic traffic from search engines. Most of his time is dedicated to growing the company and spending time with the family. Connect with Traian on Google+