Research

Why call to action buttons are important in the checkout process?

Call-to-action buttons are crucial on a website because they act on the willingness of the user to make a decision. They guide the customer through all of the steps needed to place an order and check out. That’s why designing them with careful attention is so important. 

Always choose a primary call-to-action button

The most confusing situation in a checkout process is when the user doesn’t know which button to click to go to the next step. We need to clearly define the user’s path and visually show what action they should take.

Make primary calls the most visible, and differentiate them from secondary calls

As you can see in the screenshot below, several buttons have an identical layout (“Proceed to checkout,” “Edit basket,” “Continue shopping”), which disorients the user and leaves them wondering which action to take. In this case (as in all checkout processes), we would want the primary action to be for the user to proceed to check out, whereas “Edit basket” and “Continue shopping” would be secondary actions.

Having identified the primary action and secondary actions, we should design the layout to follow this, by clearly differentiating the primary button from the others. We could do this by making it bigger, giving it a different color, making it more visible or putting it in the most intuitive location, usually the bottom-right corner (because we read from top left to bottom right). 

This helps to focus the user on proceeding to the next step and guides them through the process of placing an order. Without clearly indicated primary call-to-action buttons, the user could get distracted and abandon their shopping cart.

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