Shopping Baskets - Size matters

[temi]

Recently read and article about how the size of the call to action button on a shopping cart can improve conversion.

Here is a little snipped from the article:
Many conversion optimization cheerleaders who suggest larger buttons convert better, and some tests show even different colors can perform better. Marketing Sherpa credits cart button design as one of 7 tweaks that helped Newegg.com boost online sales by 30%.


Do you agree that little things like this can help your conversion?

[KingPin]

From tests that I have done I can't agree with that. It's not just about how big the basket is, it's where you put it to.

You have to factor in other things like....

Is it next to an image?m if so what kind of image?

Is it next to text? if so what is the text about?

There's many variations.

Do little things increase conversion? yes they do, images increase conversion, where the images are placed etc etc.

With e-commerce sites there is no magic bullet on where to place things and how big images or text should be.

It depends on what products your selling, the demographics of the user, is it a clothing site or a site selling antique tin boxes?

Things will work on a clothing site that won't for an antique site.

KP

[tb987]

The larger e-commerce sites spend a fortune playing around with all these factors and do serious ab testing with sample groups. I saw a presentation a few months back showing the results of one of these tests using cameras to track people's eyes as they move across the site as well as clicks. Cheap no, can we see the results and copy them yes e.g. amazon.com and the other big e-tailers. If you are using adwords they now provide an ab testing facility but you need high volumes of data to get meaningful data.

[domainzaar]

well hopefuly the big boys will share this research data... or else leave the rest of guessing. but surly but now most web-shoppers are quite familiar with shopping carts and the way they work.

[Bagi Zoltán]

I do belive that the size and the shape of add to basket image plays roll in the conversion. As every other design element it need to make the visitor do what we want them to do, and I belive it won't be able to do so, unless it is stressed. As for best practice I checked the amazon.com website. The add to cart icon is wider and stressed by it's background pattern as well.

[temi]

I agree with you about Amazon, they also put a lot of research and development into making shopping experience easy, including their 'one click' shopping botton which makes life very easy for repeat customer

[Bagi Zoltán]

Some years ago I read amazon.com book, which was about the history of the whole giant story. It was amazing reading, I need to free up some time to read it again