In the ecommerce world of split-second attention spans and fierce competition, every design detail counts. Every aspect of your website’s design can win or lose a customer. Every one. From buttons to search bars, the Calashock Design Diaries will dissect every detail. With our in-house UX design guru Alexandra to guide us, these articles will help you master your ecommerce design. One morsel at a time. In this article, we are looking at buttons. The power of the humble button is often overlooked but it is pivotal to any conversion. Whether your goal is sign-ups or sales, your customers need to click that button. A well-designed button will guide users intuitively through the chaos of online shopping. A bad button will send them off to a better-designed competitor.  

How to make buttons people want to click

Contrast is Key

On their own, colour, shape and other individual visual aspects won’t affect conversion rates. What matters is context. The button doesn’t exist without context.” – Alexandra   Contrast, contrast, contrast. More important than location, in ecommerce design it’s about how the buttons stand out in their location. A button that blends in with its surroundings will fail to catch the user’s attention, resulting in missed opportunities. The button needs to stand out from the neighbouring website elements such as text, images, badges, and lists. Choose a colour that contrasts with the rest of the design, maybe give it its own block, to make the button pop, drawing the user’s eye. Catching their eye quickly will make it faster and easier for them to complete the desired task – clicking. withImage illustrating how to effectively create contrast around a call-to-action button with something as simple as a different toned box around it  

Clear and Relevant CTA Text

User’s attention caught with a visually striking button? Check! But while noticing it in the first place is vital, actually clicking the button is what matters. And for that you need a call-to-action (CTA). They need to know what they are clicking on and why. “CTA text on the button should be clear, attractive and relevant. This is something that many people miss and think that just a pretty button will do the job.” – Alexandra Ambiguous or generic text such as “Click Here” or “Learn More” doesn’t give the user enough information about the action they are about to take. In contrast, specific and action-oriented text like “Add to Cart,” “Buy Now,” or “Get Your Discount” creates a sense of urgency with the direct language and clearly states the outcome of clicking that button. The CTA text should clearly align with the user’s goals and expectations. Users/shoppers/visitors to your website are far more likely to click buttons and complete actions that are clearly taking them where they want to go. a button saying click here with a red cross next to it and a button saying add to cart with a green tick next to it, illustrating the importance of precise calls to action  

Usability and Readability

No matter how visually appealing a button may be, the design should still prioritize usability and readability. Fancy gradients and intricate design details might seem tempting. But if users struggle to find the button or to read the text on it, the design becomes ineffective. Ultimately, your ecommerce website needs to be a functional piece of design, not an art gallery. Remember, the ultimate goal of a button is to guide users through the ecommerce journey seamlessly. So, it is essential to ensure that the button is easy to spot and, above all, legible. Keep the design simple, minimize distractions, and choose fonts and text colors that enhance readability. a red button against a terrazzo style background vs a red button against a pale grey background, illustrating the need to be mindful of page design and the impact on buttonsYour user doesn’t care how many gradients are on the button – they just need to find it, see it and be able to read the text.” – Alexandra  

Intuitive Navigation

Imagine walking through a bustling airport trying to find your gate amidst the chaos. In this analogy, the button serves as the airport navigation system, guiding users to their intended destination. “Just like airport signs need to be intuitive, quick, and noticeable, buttons in your ecommerce store should provide a clear path through the chaos for users to complete their desired actions.” – Alexandra But the point is, online shopping can feel just as chaotic. With so many options, pop-ups, suggestions, etc. You need to guide your users through the journey as clearly and painlessly as possible. And buttons are how you get them from A to B. Users should be able to find and recognize buttons instantly without having to think twice. Make it easy to spot, easy to understand, easy to follow. Intuitive navigation improves user experience, reduces frustration, and increases the likelihood of conversion.   So, In conclusion, while the color, shape, font and other visual aspects of a button may not individually affect conversion rates, their combined impact should not be overlooked. It’s about the context. Does that colour choice stand out from the background? Is that font legible or does the pattern interfere? Is the CTA clear or is it just a variation on “click here”? Prioritize readability and usability to guide users intuitively through the chaos of online shopping. The button is not just a decorative design element but a powerful tool. By paying attention to button design, e-commerce businesses can enhance user engagement, boost conversions, and ultimately, drive success in the competitive online marketplace.  

How can Calashock Commerce help?

Need help designing your buttons? Designing your store? Maybe you need a whole new store built from the ground up? We have over 13 years of experience designing and building beautiful and intuitive ecommerce websites that maximise merchants’ ROI. From replatforming to ecommerce strategy, web design to SEO. Talk to our expert team to see how we can help you grow your online business and supercharge your sales.

by Verena