Collection of Continue Shopping Buttons

continue-shopping-buttons

On previous posts I create a collection of checkout buttons and progress bars. This time I thought they will find it useful to look at the Continue Shopping collection, from over 102 websites.

One of the things I looked for was the naming of this call to action. There was no surprise regarding that: 85 websites named the button “Continue Shopping”.

Only a few of them will give a different name like return to shopping or back to shopping.

I’ve looked at some specific elements – what is the button color or where is the arrow (if any) pointing . I tried to identify a pattern that would help designers develop a more usable checkout page, but that does not seem to be possible, simply because business rules need to be taken into consideration when you decide on this button/link. However, I would advise on two things:

A. if you want to use an arrow in your button/link, the arrow should be positioned on the left side of the button and it should point to the left. You need to provide a strong sense of direction to your visitors. Usually, when you click on the continue shopping button you will be taken to either the home page or the previous page (which actually means going back).

B. always name this call to action button Continue Shopping

You can view the collection after some statistics:

1. Button Color (there is no rule you need to follow here). You need to take into consideration the color scheme of your brand and what you want to achieve on that page. Business objectives should be taken into consideration when you choose the color: i.e. do you want to force users to click on this button? Then you can use a strong, contrasting color.

Note: Majority of the link buttons use the color white. All % are rounded to integers.

Black – 4%

Blue – 19%

Brown – 4%

Green – 7%

Grey – 27%

Orange – 3%

Red – 4%

White – 33%

Yellow – less than 1%

2. Text Color. Again, choosing the color of this element should follow the defined business rules. Depending on what you want the users to do next, increase or decrease contrast on the text. However, the text should be easy to read. Do not use the same color for the background and the text (i.e. white text on white background).

Black – 17%

Blue – 16%

Brown – 2%

Green – 3%

Grey – 7%

Orange – 4%

Red – 5%

White – 47%

Purple- less than 1%

3. Call to Action Text – there is no doubt here. You should use Continue Shopping, not resume shopping or just continue

Back to Shopping – 3%

Continue – 2%

Continue Shopping – 85%

Keep Shopping – 3%

Resume Shopping – less than 1%

Return to Shopping – 6%

Shop More – 2%

4. Link or Button ?- Should you use a link or a button? The answer, again, lies within your business model. If you want to push your customers to continue shopping, then you will display a button. If you want them to checkout then have it as a link. Some etailers will use multiple text links pointing to various pages on their website. The purpose is to improve the page usability (less clicks to reach the destination).

Buttons – 84%

Links – 18%

5. Arrows or no arrows ? Arrows are used to provide a sense of direction. Use them, but no need to enforce it too much.

Use arrows – 44%

Don’t use arrows – 56%

6. Arrow pointing to left or right? Definitely, left.

Left – 25%

Right – 17%

Down – 4%

Note: % is relative to the 102 websites

7. Arrow position. The arrow should be positioned on the left side of the button.

Left – 29%

Right – 16%

For web designers, numbers are not saying much (just kidding…), so here is the collection:

checkout button 1800 Contacts checkout button 1800 Flowers checkout button 1800 Pet Meds
checkout button AbeBooks checkout button American Eagle checkout button Alibris
checkout button Apple checkout button Art.com checkout button Avon
checkout button Bass Pro checkout button Bath and Body Works checkout button Bed Bath and Beyond
checkout button Bath and Body Works checkout button Blair checkout button Bloomingdale-s
checkout button Blue Nile checkout button Barnes and Noble checkout button Buy.com
checkout button Cabelas checkout button Cafe Press checkout button CDW Corporation
checkout button Chadwicks checkout button Circuit City checkout button Cold Water Creek
checkout button Comp U Plus checkout button Comp USA checkout button Costco
checkout button Crate and Barrel checkout button CVS Pharmacy checkout button Delias
checkout button Dell checkout button Disney Shopping checkout button Domestications
checkout button Drs Foster and Smith checkout button Drug Store checkout button eBags
checkout button eCost checkout button eFollet checkout button eTronics
checkout button Foot Locker checkout button FTD checkout button The Gap
checkout button Hallmark.com checkout button Harry and David checkout button Hickory Farms
checkout button Homeclick checkout button Home Depot checkout button Hewlett Packard
checkout button I Buy Digital checkout button JC Penney checkout button J Crew
checkout button JC Whitney checkout button J Jill checkout button Lands End
checkout button Lillian Vernon checkout button Liz Claiborne checkout button LL Bean.com
checkout button LL Bean.com checkout button Lowes checkout button Macy's
checkout button Major League Baseball checkout button Musician's Friend checkout button New Egg
checkout button Nieman Marcus checkout button Nordstrom checkout button Northern Tool
checkout button Office Depot checkout button Office Max checkout button Omaha Steaks
checkout button Oriental checkout button Overstock checkout button Palm.com
checkout button PC Connection checkout button PC Mall checkout button Pet Smart
checkout button Ralph and Loren checkout button QVC checkout button Radio Shack
checkout button REI (Recreational Equipment Inc.) checkout button Ritz Camera.com checkout button Saks
checkout button Scholastic.com checkout button Schwans checkout button Sears
checkout button Sephora checkout button NBC checkout button Smart Bargains
checkout button Sony Style checkout button Spiegel checkout button Sportsman's Guide
checkout button Staples checkout button Talbots checkout button Target.com
checkout button Toys'R'Us checkout button Tiger Direct checkout button Urban Outfitters
checkout button Victoria's Secret checkout button Vista Print checkout button Walgreens
checkout button Walmart checkout button Williams Sonoma checkout button Zappos

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!

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Collection of Continue Shopping Buttons, 10.0 out of 10 based on 2 ratings

About 

Traian is Founder and Director of Search Marketing at Pitstop Media Inc. He has more than 11 years experience in helping small and medium businesses generate and convert organic traffic from search engines. Connect with Traian on Google+

 

15 Responses to “Collection of Continue Shopping Buttons”

  1. Herbal Remedy said:

    Aug 12, 09 at 6:35 am

    Good one.. was looking for some of these and got on time :)

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  2. Simon said:

    Oct 27, 09 at 5:15 am

    Some really interesting statistics there, and better still you have provided context to give them meaning. This shall influence how I design the icons for my clients ecommerce package. Thankyou very much for saving us all the time of doing further research.

    I tip my hat to you sir.

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  3. mark rushworth said:

    Nov 19, 09 at 8:54 am

    isnt a continue shopping button counter intuitive as it gives no idea as to the target of the link?

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  4. Video | DCcollector.com said:

    Jan 24, 11 at 6:56 am

    [...] should be positioned on the left side of the button. Left – 29% Right – 16% The Continue shopping button on your e-commerce site is an extremely important and its use is much more studied or [...]

  5. Crystal Evening Bag said:

    Feb 20, 11 at 5:00 am

    Thanks for sharing this useful information.

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  6. Camping Due said:

    Mar 17, 11 at 10:31 pm

    Cool selection of buttons, gave me some ideas to test, Thanks

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  7. Roger said:

    Jun 12, 11 at 11:08 pm

    Cool Buttons. I totally needed to find a resource like this.

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  8. hermes belt said:

    Jun 15, 11 at 8:29 pm

    This shall influence how I design the icons for my clients ecommerce package. Thankyou very much for saving us all the time of doing further research.

    I tip my hat to you sir.

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  9. outlook 2010 said:

    Jun 15, 11 at 11:45 pm

    I just desired to remark to display my understanding for a submit because it is especially inviting, and lots of writers do not get the credit score they deserve. I’m constructive I’ll be back again yet again and can deliver a number of of my friends.

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  10. Collection of Continue Shopping Buttons | Prestashop Tricks said:

    Jul 05, 11 at 10:44 am

    [...] should be positioned on the left side of the button. Left – 29% Right – 16% The Continue shopping button on your e-commerce site is an extremely important and its use is much more studied or [...]

  11. Ash shoes said:

    Aug 11, 11 at 3:49 am

    Cool selection of buttons, gave me some ideas to test, Thanks

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  12. Aleshia Makara said:

    Dec 20, 11 at 9:42 am

    Excellent post. I used to be checking continuously this weblog and I am impressed! Extremely useful information particularly the final section :) I handle such info much. I was seeking this certain information for a very lengthy time. Thank you and best of luck.

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  13. @alisha said:

    Jun 15, 12 at 12:10 am

    Could any one tell me how can i add shopping cart button of my website to pitstopmedia.com

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  14. TraiaN said:

    Jun 15, 12 at 9:02 am

    You can just save the button and use it on your site.

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  15. Jake and Jill said:

    Mar 18, 13 at 2:47 am

    I recently had the urge to revamp my cart page, and you have provided the perfect solution. Not only a great collection of buttons, but matching ones too like Update Cart and Continue Shopping.

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