The order button is unfortunately one of the most overlooked parts of even the most well-thought-out ecommerce website.
Order buttons done well are the “icing on the cake” of your sales copy – the final point that hammers home all the benefits of your offer.
So why finish with a stale button that looks like an afterthought? Make your button more compelling by following these proven copy and graphic design tips.
1. Command Attention – Using “Power Words” like Learn, Enter, Download, Get and other actions compel people to click. But you also need to reinforce what they’re getting.
Simply stating “Order Now” doesn’t have the same kind of force that “Download the Free Guide – And Get Detailed Insider Information on Today’s Most Successful Home Businesses” does.
2. Give Them Multiple Chances to Order – Some people just don’t have time to read a long, drawn-out sales letter (even if you’ve tested it thoroughly and determined it to be a solid winner). That’s why it’s a good idea to place an order button “above the fold” or in the first screen area of your page.
Test the performance of the new button below your headline, subheadline and after a brief intro about your product. This particularly appeals to impulse buyers who have been introduced to the offer before (such as through an email ad).
Continue to place order buttons strategically throughout your copy where it makes sense that the buyer would have all the information they needed to make their decision to buy.
3. Say it Loud – You might not think a bright red order button would look good on a website, but recent landing page studies by MarketingSherpa prove that sometimes the buttons that stick out most are the ones that get noticed and remembered.
Consider the “Belcher Button”, made famous by Adwords guru Perry Belcher in his own marketing tests. It’s big, it’s bold and there’s no question – it wants you to order now.
4. Add a Text Link – As you might have noticed on the Belcher Button, there’s a link right under the Add to Cart button which reinforces the Add to Cart message with a simple hyperlink.
Remember, not all people buy online with the same knowledge we take for granted (such as that graphics can be clickable), so they look for an order link with bright blue text.
Consider including it below your button to increase the likelihood that new customers will click there instead of the image. It could be the difference between getting the order and losing the sale!
Above all, keep testing and making improvements based on how your target market responds. No button or link text is a surefire winner in every industry. Test and see which version performs best for you!
Tags: buy button, increase conversions, order button, web graphics
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