Shopping Cart Designs - Does Size or Colour Matter?

July 31st, 2007 by Carolyn Gardner

Ever wonder if your shopping carts working to the max? Can different colors, shapes and texts influence conversion? In a word, the answer is YES! In fact this case study by marketing sherpa tells of one situation that saw a lift of 44%!

Based on analytics data, this case study examines five tests:
o Product-page buttons for color
o Cross-sell-page buttons for color and text
o Add-to-cart button before checkout for color
o Size of the add-to-cart button
o Effect of eliminating one cross-sell page from of the checkout process

Here’s a summary of the really cool results (I won’t bore you with the “whatever” results)…

1. Here’s the really big one!! The larger ‘Proceed to Checkout’ button lifted conversions 44.11% over the existing ‘Add to Cart’ one. On the cross-sell page test, the words ‘Proceed to Cart’ beat ‘Add to Cart’ by 21.8% — and, therefore, replaced it across the site. wow!

2. With the Buy Now button on the product pages, red outconverted dark blue and the existing light blue by 4.03%

3. Rather than apply a consistent look and feel across all buttons on the site, key learnings demonstrated that you must continually test in order to make sure you don’t make false assumptions.”

4. With the cross-sell page, they were pleasantly surprised to see that expediting the shopping experience by removing the cross-sell step actually reduced conversions by 15%. This goes against the prevailing school of thought, but hey it’s something to think about and test!

Here’s a permanent link (I think) to the case study: http://www.marketingsherpa.com/article.html?id=30058

Posted in eCommerce |