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Have you ever wanted to be able to have a collection of “view cart” or “add to cart” buttons and compare them to other buttons, such as “proceed to checkout” buttons? When we design a new website or a new web page for a multivariate test, we like to do our homework before we proceed, and this is how we ended up having a nice collection of buttons, primarily used during the checkout process of e-commerce websites.

What is intriguing to me is not the design of … Continue Reading » The Scent Trail of View Cart, Add to Cart and Proceed to Checkout

Eye tracking, heat maps and Pamela Anderson. What do they have in common?

Just to spice up your Friday evening, take a look at the picture below, for no more than 5 seconds. Keep in mind what’s the first spots you looked at. Then, scroll down and see what does the computer perceives as “hot spots”.

Pamela Anderson

Now, let’s see where are the hot spots perceived by computer (the heat map of the picture) (thanks to the … Continue Reading » Eye Tracking, Heat Maps and Pamela Anderson

In a previous post – Call to Action: Add to Cart or Buy Now? – I talked about what text you should use on the buttons which start your website’s checkout process. Simply put, you need to display either Buy Now or Add to Cart, depending on your business objectives.

Lately, I came across one retailer that displays both call to actions, right next to each other. I have no idea how this is performing in terms of conversion, but for users like me, the tactic works just fine. If … Continue Reading » Optimize Add to Cart Rates by Using Dynamic Text on Call to Action Buttons

It’s Christmas time! Tons of people will search online for gifts and online deals. They will come to your website and then… Well, then you need to help them find what they are looking for.

Mainly, there are two paths visitors take to find products on your site: using navigational links or using internal site search. The usage percentage for navigation and search is almost 50/50. So, 10 people may search for “xbox 360″ and 10 people may navigate through specific categories on your site, until they reach the xbox … Continue Reading » Search Results Relevancy Blooper – www.futureshop.ca

When you are one of the biggest electronics manufacturer you need to make sure your website usability is extremely good.

What if someone wants to buy one of your products, comes to your website, searches for the product name and he doesn’t find the product page? How would that look like to your prospect? Like LG:

Searching for the model 42LGX returns “Sorry, no matches were found”.

What should websites that sell online use as call to actions on the product pages in order to attract more clicks on “action” buttons? Add to cart OR Buy Now ? Which do you think is better?

If you look at what top etailers are using as text on the action buttons (thanks to ) you will find it obvious that the right call to action to be used on this type of buttons should be Add to Cart.

Button Text

Button … Continue Reading » Which Call to Action, Add to Cart or Buy Now?

If you do not know where to start improving the conversion rate of your website, here’s an idea: start by improving your checkout process. Very often, testing and improving this process is the fastest and cheapest approach to optimize your website.

There are various elements and methods to test the checkout process, but in this post we will focus on a single element: the progess bar.

This is what we mean by the checkout progress bar:

The checkout process of an ecommerce site represents the number of steps taken by visitors in order to get the products from virtual shopping carts/bags delivered to their doors. It is the path from a click on the checkout button to the “Receipt” page . Some visitors are required to go through more or less “steps”, depending on the site where they buy the products from.

Very often, website owners asks themselves (or others) what is the best number of checkout … Continue Reading » The Progress Bar – A Survey Of 100+ Online Retailers

So, you are planning to design a nice checkout button. Up till recently I thought that a web button is so simple to design that it will take minutes or so. However, after researching a lot on the look and feel of the checkout buttons of 111 most important e-tailers, I realized that what seemed to be simple, was actually not. I have been able to identify eight design elements just for something as “simple” as a checkout … Continue Reading » Could This Be The Best Checkout Button?