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Website Testing Wins: Press the Button for Better Conversion

Website Testing Wins: Press the Button for Better Conversion | WebsiteDesign |
Buttons are call-to-action devices, so copy testing is necessary to find the word or phrase that best motivates visitors to click. For example, an earlier Website Testing Wins looked at how a different approach to button copy convinced more shoppers to start the checkout process.
When it comes to product detail pages (PDPs), add-to-cart buttons need to entice the shopper to take the first step toward buying the product by placing it in their cart. To excel at this job, these buttons must stand out on a page that’s typically content-heavy, as well as reinforce the emotional connection developing between the shopper and the product—or at least not get in the way.

With these goals in mind, an online specialty retailer first tackled the messaging on its add-to-cart button for a high-ticket product category. The control copy for the add-to-cart button—which is situated on the PDP to the right of the large product photo, and underneath the description, customer ratings scale, size chart, etc.—asked shoppers to “Select” the item, whereas the test version tried “Choose This [ITEM]” as messaging that might strengthen the shopper’s connection to their individual pick.
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