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Button, button, who's got the button?
Which buy button is the best?
moose606

10+ Year Member



 
Msg#: 3248039 posted 10:28 pm on Feb 9, 2007 (gmt 0)

I have benefitted a lot from the open exchange of information on WebmasterWorld. So, I guess I'll give a little back...

I was not happy with the conversion rate on one of my ecommerce sites, and wanted to identify
some of the conversion factors on my site. I set up some split tests, on one product page, to determine which factors were most important in generating conversions.
Originally, my site had a graphic buy button, which said Add to Cart, and had a small image of a shopping cart (155 pixels X 35pixels).

In my first test, I learned that the code button <input type="submit" name="add_to_cart" value="Buy Now!"> converted better than the graphic button,(33 conversions vs. 24) with the same number of page views.

I then set up a second split test, to isolate each variable-button text, type size, and button color.
I wanted to see which variables in the code button would give me the highest number of conversions, with the same number of page views.
Here are the conversions, by variable:

Button Text:
Buy Now!- 28 conversions
Place Secure Order-44 conversions
Add to Cart-30 conversions

Button Type Size:
default-36 conversions
14pt-30 conversions
15pt-36 conversions

Button Color:
Gray Default Button-22 conversions
Light Blue Button-40 conversions
Light Red Button- 40 conversions

Conclusions:
A buy button with 'Place Secure Order', and light blue or light red background color will convert best. Type font size doesn't seem to matter much.
My optimal buy button:
<input type="submit" name="add_to_cart" value="Place Secure Order" style="background-color: #B0C4E9">

Hope this helps you as much as it has helped me.
Jon

 

jatar_k

WebmasterWorld Administrator jatar_k us a WebmasterWorld Top Contributor of All Time 10+ Year Member



 
Msg#: 3248039 posted 2:50 pm on Feb 13, 2007 (gmt 0)

thanks moose606

I have seen some amazing increases from playing with the buy button. Interesting comparison.

moose606

10+ Year Member



 
Msg#: 3248039 posted 4:58 pm on Feb 13, 2007 (gmt 0)

The funny part of the test for me was that Place Secure Order was a throw in, since I needed three variables for button text. I didn't think it would perform well-I was wrong.

Joeller

5+ Year Member



 
Msg#: 3248039 posted 5:31 pm on Feb 13, 2007 (gmt 0)

--------------------------------------------
A buy button with 'Place Secure Order', and light blue or light red background color will convert best
--------------------------------------------

You won't believe it, but this is case for your and maybe 90% of all sites. Still there are websites that convert the best with other button colors. The only way to figure this out is testing, testing, testing.

jatar_k

WebmasterWorld Administrator jatar_k us a WebmasterWorld Top Contributor of All Time 10+ Year Member



 
Msg#: 3248039 posted 5:57 pm on Feb 13, 2007 (gmt 0)

>> throw in

I was thinking it would be the lowest until I actually looked at the numbers, shows how much is true of what we think we know ;)

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