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I was worried that 'Buy Now' would scare some customers into thinking that it was final and they couldn't buy anything else!
'Add to Basket' needs less commitment from the customer to click.
I think what's also important - maybe more so - is the colour of the button. The button must stand out in the design and not blend in. My site is mainly blue, so I've made my button yellow.
So I doubled the size of my "add to cart" buttons, made them red and much better looking. Copied and slightly improved a major retailer's button (Target's perhaps) that she loved... and saw absolutely no change in any metric.
Our button wasn't so bad to begin with. And I have seen a very few tiny bad ones on various sites. But in my opinion the button is a trivial element of ecommerce success, especially nowadays with most consumers knowing how web shopping works.
yes but the word cart is the defacto web standard.
i'm in the uk and of course in the uk the term delivery is standard not shipping - however i think that the internet has made the word shipping more normal, i get uk customers very often using the term shipping in emails to us.