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 | ||||
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| www.1800flowers.com | ||||
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| www.1800petmeds.com | ||||
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| www.abebooks.com | ||||
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| www.abercrombie.com | ||||
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| www.ae.com | ||||
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| www.alibris.com | ||||
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| www.amazon.com | ||||
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| www.apple.com | ||||
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| www.art.com | ||||
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| www.avon.com | ||||
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| www.basspro.com | ||||
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| www.bathandbodyworks.com | ||||
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| www.bedbathandbeyond.com.com | ||||
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| www.bestbuy.com | ||||
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| www.blair.com | ||||
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| www.bloomingdales.com | ||||
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| www.bluenile.com | ||||
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| www.bn.com | ||||
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| www.buy.com | ||||
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| www.cabelas.com | ||||
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| www.cafepress.com | ||||
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| www.cdw.com | ||||
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| www.chadwicks.com | ||||
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| www.circuitcity.com | ||||
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| www.coldwatercreek.com | ||||
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| www.compuplus.com | ||||
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| www.compusa.com | ||||
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| www.costco.com | ||||
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| www.crateandbarrel.com | ||||
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| www.crutchfield.com | ||||
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| www.cvs.com | ||||
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| www.delias.com | ||||
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| www.dell.com | ||||
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| www.disneyshopping.com | ||||
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| www.domestications.com | ||||
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| www.drsfostersmith.com | ||||
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| www.drugstore.com | ||||
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| www.ebags.com | ||||
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| www.ecost.com | ||||
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| www.eddiebauer.com | ||||
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| www.efollett.com | ||||
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| www.etronics.com | ||||
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| www.footlocker.com | ||||
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| www.ftd.com | ||||
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| www.furniture.com | ||||
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| www.gap.com | ||||
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| www.hallmark.com | ||||
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| www.harryanddavid.com | ||||
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| www.hickoryfarms.com | ||||
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| www.homeclick.com | ||||
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| www.homedepot.com | ||||
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| www.hp.com | ||||
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| www.ibuydigital.com | ||||
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| www.jcpenney.com | ||||
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| www.jcrew.com | ||||
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| www.jcwhitney.com | ||||
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| www.jjill.com | ||||
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| www.landsend.com | ||||
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| www.lillianvernon.com | ||||
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| www.lizclaiborne.com | ||||
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| www.llbean.com | ||||
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| www.lnt.com | ||||
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| www.lowes.com | ||||
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| www.macys.com | ||||
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| www.mlb.com | ||||
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| www.musiciansfriend.com | ||||
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| www.neimanmarcus.com | ||||
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| www.newegg.com | ||||
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| www.nordstrom.com | ||||
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| www.northerntool.com | ||||
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| www.officedepot.com | ||||
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| www.officemax.com | ||||
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| www.omahasteaks.com | ||||
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| www.oriental.com | ||||
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| www.overstock.com | ||||
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| www.palm.com | ||||
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| www.pcconnection.com | ||||
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| www.pcmall.com | ||||
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| www.peapod.com | ||||
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| www.petsmart.com | ||||
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| www.polo.com | ||||
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| www.qvc.com | ||||
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| www.radioshack.com | ||||
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| www.ralphlauren.com | ||||
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| www.rei.com | ||||
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| www.ritzcamera.com | ||||
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| www.saks.com | ||||
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| www.scholastic.com | ||||
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| www.schwans.com | ||||
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| www.sears.com | ||||
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| www.sephora.com | ||||
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| www.shopnbc.com | ||||
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| www.smartbargains.com | ||||
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| www.sonystyle.com | ||||
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| www.spiegel.com | ||||
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| www.sportsmansguide.com | ||||
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| www.staples.com | ||||
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| www.talbots.com | ||||
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| www.target.com | ||||
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| www.tigerdirect.com | ||||
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| www.toysrus.com | ||||
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| www.urbanoutfitters.com | ||||
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| www.victoriassecret.com | ||||
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| www.vistaprint.com | ||||
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| www.walgreens.com | ||||
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| www.walmart.com | ||||
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| www.williams-sonoma.com | ||||
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| www.zappos.com | ||||
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