Traditionally, “Add to Cart” means you are just adding something to the cart and may keep shopping and checkout later. But about a year ago I noticed more and more people using “Add to Cart” option when going straight to the checkout page.
So I decided to run some tests over several months keeping everything else the same, only changing the button text.
I ran this test on three different websites, each button getting a full month, then after three months I ran the same test again starting over from the beginning.
I was somewhat surprised by my results…
Which button text do you think won?
I started off with “Buy Now” and tested this text in months 1 & 4. I then switched to “Order Now” in months 2 & 5. Finally, I tested “Add to Cart” in months 3 & 6.
1. “Buy Now” was my control for this test and the other text was compared to it.
2 . “Order Now” had a positive conversion rate on two of my three sites and negative on one.
Site 1 had +1.4% conversion rate.
Site 2 had +2.1% conversion rate.
Site 3 had -.03% conversion rate.
Overall “Order Now” was slightly better.
3. “Add to Cart” was the wild card and the results were somewhat surprising. All three sites had much higher conversion rates with the “Add to Cart” text on the button.
Site 1 had +11.6% conversion rate.
Site 2 had +9.4% conversion rate.
Site 3 had +13.3% conversion rate.
Why is the “Add to Cart” text so much better? I am going to take a stab at this even though it is a pure guess. I feel like “Add to Cart” text is not a final commitment. You can add the item to the cart and then change your mind later. So when a person clicks the “Add to Cart” button they are not putting as much thought into it, it’s not the final decision. Where as if it said “Order Now” or “Buy Now” they may have had to think about it more before deciding to part with the money.
However, they are still taken directly to the checkout page. The customer is in a buying mood even if they may not have been dedicated to buy, you have helped push them along through the checkout process. Maybe now the customer is subconsciously thinking “I am here at the checkout page, I might as well checkout”.
The “Add to Cart” button has somehow pushed the customer passed one of the biggest road blocks to buying.
This is my two cents. Does anyone else have thoughts or have personal experience on this?