CTA Design Consistency: View Cart, Add to Cart and Proceed to Checkout

Published: May 22, 2009

Updated: August 9th, 2020

view cart add to cart proceed to checkout buttons

After designing layouts for multivariate tests, I ended up with a nice collection of CTA buttons, primarily used during the checkout process for e-commerce websites.

What is more interesting to me is not the buttons’ design itself, but how these buttons can influence conversion rates. Does the View Cart has a strong presence on the pages, or is it obscured by other design elements and distractions? Or, does the Add to Cart button attracts more clicks than Buy Now?

This week I analyzed something different: Do online retailers keep the look and feel of these three buttons consistent? Is it the same term used on the view cart button and on the add to cart button? (i.e the word Cart being used on both View Cart and Add to Cart buttons). It seems like most of them do.

The word used to describe the cart (either Cart or Basket) on the “View” button was carried on to the next CTA button  (i.e. “Add to …”)  on 92/102 websites I’ve analyzed. On the other hand, there is no obvious color consistency for the “Add” and “Checkout” buttons. 58/102 will not keep the same color for the aforementioned buttons.

I would love to know what is your approach. Do you maintain the look and feel on all primary/secondary CTA buttons? If no, why not?

Here’s the collection:

www.1800contacts.com
shopping cart button 1800 Contactsadd to cart button 1800 Contactscheckout button 1800 1800 Contacts
www.1800flowers.com
shopping cart button 1800 Flowersadd to cart button 1800 Flowerscheckout button 1800 Flowers
www.1800petmeds.com
shopping cart button 1800 Pet Medsadd to cart button 1800 Pet Medscheckout button 1800 Pet Meds
www.abebooks.com
shopping cart button Abe Booksadd to cart button Abe Bookscheckout button Abe Books
www.abercrombie.com
shopping cart button Abercrombie & Fitchadd to cart button Abercrombie & Fitchcheckout button Abercrombie & Fitch
www.ae.com
shopping cart button American Eaglesadd to cart button American Eaglescheckout button American Eagles
www.alibris.com
shopping cart button Alibrisadd to cart button Alibrischeckout button Alibris
www.amazon.com
shopping cart button Amazonadd to cart button Amazoncheckout button Amazon
www.apple.com
shopping cart button Appleadd to cart button Applecheckout button Apple
www.art.com
shopping cart button Artadd to cart button Artcheckout button Art
www.avon.com
shopping cart button Anonadd to cart button Avoncheckout button Avon
www.basspro.com
shopping cart button Bass Proadd to cart button Bass Procheckout button Bass Pro
www.bathandbodyworks.com
shopping cart button Bath and Body Worksadd to cart button Bath and Body Workscheckout button Bath and Body Works
www.bedbathandbeyond.com.com
shopping cart button Bed Bath and Beyondadd to cart button Bed Bath and Beyondcheckout button Bed Bath and Beyond
www.bestbuy.com
shopping cart button Best Buyadd to cart button Best Buycheckout button Best Buy
www.blair.com
shopping cart button Blairadd to cart button Blaircheckout button Blair
www.bloomingdales.com
shopping cart button Bloomingdalesadd to cart button Bloomingdalescheckout button Bloomingdales
www.bluenile.com
shopping cart button Blue Nileadd to cart button Blue Nilecheckout button Blue Nile
www.bn.com
shopping cart button Barnes and Nobleadd to cart button Barnes and Noblecheckout button Barnes and Noble
www.buy.com
shopping cart button Buyadd to cart button Buycheckout button Buy
www.cabelas.com
shopping cart button Cabelasadd to cart button Cabelascheckout button Cabelas
www.cafepress.com
shopping cart button Cafepressadd to cart button Cafepresscheckout button Cafepress
www.cdw.com
shopping cart button CDWadd to cart button CDWcheckout button CDW
www.chadwicks.com
shopping cart button Chadwicksadd to cart button Chadwickscheckout button Chadwicks
www.circuitcity.com
shopping cart button Circuitcityadd to cart button Circuitcitycheckout button Circuitcity
www.coldwatercreek.com
shopping cart button Coldwater Creekadd to cart button Coldwater Creekcheckout button Coldwater Creek
www.compuplus.com
shopping cart button Compuplusadd to cart button Compupluscheckout button Compuplus
www.compusa.com
shopping cart button Compusaadd to cart button Compusacheckout button Compusa
www.costco.com
shopping cart button Costcoadd to cart button Costcocheckout button costco
www.crateandbarrel.com
shopping cart button Crate and Barrel.add to cart button Crate and Barrelcheckout button Crate and Barrel
www.crutchfield.com
shopping cart button Crutchfield.add to cart button Crutchfieldcheckout button Crutchfield
www.cvs.com
shopping cart button CVS.add to cart button CVScheckout button CVS
www.delias.com
shopping cart button Delias.add to cart button Deliascheckout button Delias
www.dell.com
shopping cart button Dell.add to cart button Dellcheckout button Dell
www.disneyshopping.com
shopping cart button Disney Shopping.add to cart button Disney Shoppingcheckout button Disney Shopping
www.domestications.com
shopping cart button Domestications.add to cart button Domesticationscheckout button Domestications
www.drsfostersmith.com
shopping cart button Drs. Foster and Smith.add to cart button Drs. Foster and Smithcheckout button Drs. Foster and Smith
www.drugstore.com
shopping cart button Drugstoreadd to cart button Drugstorecheckout button Drugstore
www.ebags.com
shopping cart button eBagsadd to cart button eBagscheckout button eBags
www.ecost.com
shopping cart button eCostadd to cart button eCostcheckout button eCost
www.eddiebauer.com
shopping cart button Eddie Baueradd to cart button Eddie Bauercheckout button Eddie Bauer
www.efollett.com
shopping cart button eFollettadd to cart button eFollettcheckout button eFollett
www.etronics.com
shopping cart button Etronicsadd to cart button Etronicscheckout button Etronics
www.footlocker.com
shopping cart button Footlockeradd to cart button Footlockercheckout button Footlocker
www.ftd.com
shopping cart button FTDadd to cart button FTDcheckout button FTD
www.furniture.com
shopping cart button Furnitureadd to cart button Furniturecheckout button Furniture
www.gap.com
shopping cart button Gapadd to cart button Gapcheckout button Gap
www.hallmark.com
shopping cart button Hallmarkadd to cart button Hallmarkcheckout button Hallmark
www.harryanddavid.com
shopping cart button Harry and Davidadd to cart button Harry and Davidcheckout button Harry and David
www.hickoryfarms.com
shopping cart button Hickory Farmsadd to cart button Hickory Farmscheckout button Hickory Farms
www.homeclick.com
shopping cart button Homeclickadd to cart button Homeclickcheckout button Homeclick
www.homedepot.com
shopping cart button Homedepotadd to cart button Homedepotcheckout button Homedepot
www.hp.com
shopping cart button HPadd to cart button HPcheckout button HP
www.ibuydigital.com
shopping cart button I Buy Digitaladd to cart button I Buy Digitalcheckout button I Buy Digital
www.jcpenney.com
shopping cart button JC Penneyadd to cart button JC Penneycheckout button JC Penney
www.jcrew.com
shopping cart button J Crewadd to cart button J Crewcheckout button J Crew
www.jcwhitney.com
shopping cart button JC Whitneyadd to cart button JC Whitneycheckout button JC Whitney
www.jjill.com
shopping cart button J Jilladd to cart button J Jillcheckout button J Jill
www.landsend.com
shopping cart button Landsendadd to cart button Landsendcheckout button Landsend
www.lillianvernon.com
shopping cart button Lillian Vernonadd to cart button Lillian Vernoncheckout button Lillian Vernon
www.lizclaiborne.com
shopping cart button Liz Claiborneadd to cart button Liz Claibornecheckout button Liz Claiborne
www.llbean.com
shopping cart button LL Beanadd to cart button LL Beancheckout button LL Bean
www.lnt.com
shopping cart button LNTadd to cart button LNTcheckout button LNT
www.lowes.com
shopping cart button Lowesadd to cart button Lowescheckout button Lowes
www.macys.com
shopping cart button Macysadd to cart button Macyscheckout button Macys
www.mlb.com
shopping cart button MLBadd to cart button MLBcheckout button MLB
www.musiciansfriend.com
shopping cart button Musicians Friend.add to cart button Musicians Friendcheckout button Musicians Friends
www.neimanmarcus.com
shopping cart button Nieman Marcus.add to cart button Nieman Marcuscheckout button Nieman Marcus
www.newegg.com
shopping cart button New Egg.add to cart button New Eggcheckout button New Egg
www.nordstrom.com
shopping cart button Nordstrom.add to cart button Nordstromcheckout button Nordstrom
www.northerntool.com
shopping cart button Northern Tool.add to cart button Northern Toolcheckout button Northern Tool
www.officedepot.com
shopping cart button Office Depot.add to cart button Office Depotcheckout button Office Depot
www.officemax.com
shopping cart button Office Max.add to cart button Office Maxcheckout button Office Max
www.omahasteaks.com
shopping cart button Omaha Steaks.add to cart button Omaha Steakscheckout button Omaha Steaks
www.oriental.com
shopping cart button Oriental.add to cart button Orientalcheckout button Oriental
www.overstock.com
shopping cart button Overstock.add to cart button Overstockcheckout button Overstock
www.palm.com
shopping cart button Palm.add to cart button Palmcheckout button Palm
www.pcconnection.com
shopping cart button PC Connection.add to cart button PC Connectioncheckout button PC Connection
www.pcmall.com
shopping cart button PC Mall.add to cart button PC Mallcheckout button PC Mall
www.peapod.com
shopping cart button Peapod.add to cart button Peapodcheckout button Peapod
www.petsmart.com
shopping cart button Pet Smart.add to cart button Pet Smartcheckout button Pet Smart
www.polo.com
shopping cart button Polo.add to cart button Polocheckout button Polo
www.qvc.com
shopping cart button QVC.add to cart button QVCcheckout button QVC
www.radioshack.com
shopping cart button Radio Shack.add to cart button Radio Shackcheckout button Radio Shacks
www.ralphlauren.com
shopping cart button Ralph Lauren.add to cart button Ralph Laurencheckout button Ralph Lauren
www.rei.com
shopping cart button REI.add to cart button REIcheckout button REI
www.ritzcamera.com
shopping cart button Ritz Camera.add to cart button Ritz Cameracheckout button Ritz Camera
www.saks.com
shopping cart button Saks.add to cart button Ritz Cameracheckout button Ritz Camera
www.scholastic.com
shopping cart button Scholastic.add to cart button Scholasticcheckout button Scholastic
www.schwans.com
shopping cart button Schwans.add to cart button Schwanscheckout button Schwans
www.sears.com
shopping cart button Sears.add to cart button Searscheckout button Sears
www.sephora.com
shopping cart button Sephora.add to cart button Sephoracheckout button Sephora
www.shopnbc.com
shopping cart button Shop NBC.add to cart button Shop NBCcheckout button Shop NBC
www.smartbargains.com
shopping cart button Smart Bargains.add to cart button Smart Bargainscheckout button Smart Bargains
www.sonystyle.com
shopping cart button Sony Style.add to cart button Sony Stylecheckout button Sony Style
www.spiegel.com
shopping cart button Spiegel.add to cart button Spiegelcheckout button Spiegel
www.sportsmansguide.com
shopping cart button Sportsmansguide.add to cart button Sportsmansguidecheckout button Sportsmansguide
www.staples.com
shopping cart button Staples.add to cart button Staplescheckout button Staples
www.talbots.com
shopping cart button Talbots.add to cart button Talbotscheckout button Talbots
www.target.com
shopping cart button Target.add to cart button Targetcheckout button Target
www.tigerdirect.com
shopping cart button Tiger Direct.add to cart button Tiger Directcheckout button Tiger Direct
www.toysrus.com
shopping cart button Toysrus.add to cart button Toysruscheckout button Toysrus
www.urbanoutfitters.com
shopping cart button Urban Outfitters.add to cart button Urban Outfitterscheckout button Urban Outfitters
www.victoriassecret.com
shopping cart button Victorias Secret.add to cart button Victorias Secretcheckout button Victorias Secret
www.vistaprint.com
shopping cart button Vistaprint.add to cart button Vistaprintcheckout button Vistaprint
www.walgreens.com
shopping cart button Walgreens.add to cart button Walgreenscheckout button Walgreens
www.walmart.com
shopping cart button Walmart.add to cart button Walmartcheckout button Walmart
www.williams-sonoma.com
shopping cart button Williams Sonoma.add to cart button Williams Sonomacheckout button Williams Sonoma
www.zappos.com
shopping cart button Zappos.add to cart button Zapposcheckout button Zappos

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