The “Add to Cart” button is without a doubt the most important call to action prompt on an e-commerce website. At the end of the day, everything else you do should be geared towards improving overall conversion ratios and this button is a critical aspect of performance.
There are essentially two different types of people that create these buttons: the programmer (who if left alone will typically implement something functional and simple) and the web designer (who if left alone will tend to favour a more flashy design that stands out from other “add to cart” buttons found online). What you really need is something in between. First, the button should clearly be designed to look like a button; the ultimate goal is usability, and therefore users must clearly understand the purpose of that button. Prettier buttons do not necessarily generate more conversions and they might actually decrease it. Second, make sure that the button is really easy to find. You might want to start placing it as close as possible to the price, so that users don’t have to look all over the page to find it, but also try a different position such as the top-right corner of the page and see what works best for your site. A/B testing is critical here in order to find the best possible placement for your “add to cart” button. Check out this page for 80 inspiring examples of “add to cart” buttons.
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