An add to cart button is a small, clickable button that adds an item to a customer’s online shopping cart. But these days, the buttons you’re using to nudge shoppers to add items to their online cart needs to be more creative.
You can have hundreds of visitors arriving on your website. But if they’re not buying products, it’s not going to generate any profit for your business.
You need customers to arrive on product pages and add those items to their online cart. That way, you can guide them through the checkout process, asking them to enter their payment and shipping information… and generate a sale as a result.
The easiest way to do this is with an add to cart button.
What is an add to cart button?
An add to cart button is a small, clickable button that adds an item to a customer’s online shopping cart. They’re usually placed beneath the pricing options and description on a product page.
But these days, the buttons you’re using to nudge shoppers to add items to their online cart needs to be more creative.
6 add to cart button examples
Ready to glamorize the add to cart button on your eCommerce website? Here are six great examples to take inspiration from.
An add to cart button shouldn’t be boring. It’s there to stand out on the page, and make it obvious and easy for a shopper to hit the button and buy whatever item they’re viewing.
But that can be complicated for stores selling products with multiple options.
Take a look at how Warby Parker do this. A pair of glasses can have hundreds of combinations—like frame sizes, lens prescriptions, and add-ons like blue light blockers. Shoppers can be overwhelmed because of this, yet they use an add to cart button titled “select lenses and purchase” to help guide customers through personalizing the product.
2. Birchbox’s add to cart options
Got a business using subscription models to sell products? You can still glorify the add to cart button like this example from Birchbox demonstrates.
What’s interesting about this example, though, is the language they’ve used for the button. They’ve ditched the “add to cart” messaging that is boring and overused, and swapped it for a “get your box!” message.
This switches the messaging to be customer-focused. They’re telling you to get your box—not just to add it to an invisible online cart.
3. WP Standard’s PayPal cart option
Sure, the goal of your add to cart button is to encourage shoppers to buy them. But research shows that almost 70% of the people clicking your cart button abandon their collection before checking out.
You can tweak this, and get more people converting their cart into sales, by offering a few checkout options on your product page.
A standard “add to cart” button could see them leave the checkout page because of unexpected costs, complicated delivery, or needing an account to sign-in. But offering another option—to checkout via PayPal, like on WP Standard’s store—could be a simple tweak that actually converts more of the people adding items to their online cart.
4. Golde’s price in button
We’ve already touched on the fact that most people who add items to their online cart don’t checkout. Half of those people do so because they found extra costs on the checkout page—like delivery, shipping fees, or tax.
You can overcome that by editing the contents of your add to cart button like Golde does on their eCommerce site. They have the price of the product inside the button. You know exactly what you’re going to pay when you head to the checkout page. That could save up to 50% of their cart abandonments.
5. Etsy’s add to cart explanation
At first glance, this add to cart button example from Etsy doesn’t look like anything extraordinary. But look just beneath the button and you’ll see a small note that shows how many people have the same item in their online cart.
This creates a sense of urgency to click the button. You want to secure the item in your online cart before it sells out.
Plus, it helps with social proof. You’re showing that other people have an interest in the product, and have actually gone as far as to add it to their cart. If other people have an intent to purchase something, it can help convince new shoppers that they should, too.
6. Ratio Coffee’s pre-order cart button
Just because your online store doesn’t have a specific item in-stock now, it doesn’t mean you need to ditch the add to cart button entirely.
In fact, you can just change the button messaging to “pre-order.” This allows the customer to still add the item to their cart, go through the checkout process, and buy the item. It’ll just get shipped when the product next comes in stock.
Here’s how Ratio Coffee does this with their coffee machine.
How to create an add to cart button
As you can see, there’s more that goes into an add to cart button than just putting those words inside a fancy box. Play around with the colors, sizing, and messaging of your add to cart buttons.
Remember: getting people to click your button is the easy part. What’s more difficult is convincing those people to actually purchase the items they’ve added—and not abandon the checkout process.
Luckily, we can help with that. You’ll find tons of pop-ups that help reduce cart abandonment. They appear on the checkout page when someone shows an intent to exit, catching them in their tracks and giving them one last nudge to purchase.
With these intent pop-ups, you can:
Offer discount codes to redeem in the cart they’re about to abandon
Ask them to sign up for your mailing list so you can continue to promote the items they’re neglecting
Whatever you’re offering, a cart abandonment pop-up stops shoppers with items in their cart from exiting. It makes sure the add to cart buttons you’re using on product pages actually lead to a sale.
Elise is a writer at ConvertFlow, and expert in B2B marketing. She's been featured in publications like ConversionXL, HubSpot, CoSchedule, Content Marketing Institute, Databox, and more. You'll usually find her cooking up some high-quality content for the ConvertFlow blog or campaign library.
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