Collection of Continue Shopping Buttons
On my previous posts I’ve tried to provide e-commerce designers with collections of checkout buttons and progress bars. This time I thought they will find it useful to look at the Continue Shopping collection.
102 website have been looked at during the analysis. There was no surprise regarding the name of the button: 85 websites are naming 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:
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