Almost every e-commerce website has a “Buy” button.
You’re wondering, “Must it be a ‘Buy’ button?” “Can’t I use ‘Purchase’ instead?”
The answer is a flat-out No. You want to use a phrase that triggers urgency in your buyer and at the same time gives them an assurance of safety in their decision.
You don’t want a phrase that will keep your buyer second-guessing or stalling on his/her decision to buy your product and ‘Purchase’ is one of such phrases.
Now that you know why you have to use the “Buy” button as an e-commerce business owner, it’s time to know how to leverage the psychology behind the “Buy” button to your advantage.
The Psychology Behind the “Buy” Button
The psychology of a “buy” button is a fascinating, interesting yet complicated topic that has a lot to do with how customers decide what to buy.
The “Buy” button, which is the final step a customer gets to before a sale, has the power to make or mar the conversion process.
By utilising the imaginary bias and psychological triggers of your customers, this button can be made much more effective and increase conversion rates.
A buyer’s decision can also be psychologically influenced by the colours, your choice of phrase, font type, location, and size of the “Buy” button, among other significant elements.
An orange button might tell your buyer that it’s safe to make a purchase, while a red button might communicate a sense of importance or urgency.
Another crucial component of the button is its text. Phrases like “Purchase Now” can come across as friendlier and less forceful than simply saying “Buy Now”.
The intention is for the customer to feel secure and at ease while making a purchase, free from any sense of urgency or pressure, but then a light trigger won’t do any harm. We would advise that you combine the orange colour that makes buyers feel safe with the “Buy” phrase that communicates urgency. This will create a balance in the message your CTA button sends out to buyers.
The location of the “Buy” button is another thing to pay attention to, it can increase conversion rates if placed strategically.
You can capitalise on your customer’s heightened interest by placing it right after the advantages of the good or service.
Additionally, ensuring that the button is prominently displayed on the page and simple to locate will contribute to a flawless shopping experience.
Research has shown that many Gen Zs have made impulse buys as a result of a “Buy” button. Since most of these purchases are on impulse, you don’t want to place your “Buy” button in a location that will require your buyer to make extra effort to get to it.
As they impulsively decide to buy your product, they can also impulsively have a change of heart because you’ve decided to put them under undue stress to get to the Buy Now button or worse of all, they are looking for where it’s located on the page.
Dude, you’ve lost that buyer! Therefore, it’s best to place the “Buy” button immediately after the product description and at the centre where they can easily see it.
This will skillfully direct your customer’s journey through your product listing, understanding its benefits and you will be able to get conversions.
How To Use the Buy Button
Use the “Now” Phrase Too
If you notice, the phrase “Buy” doesn’t really register a sense of urgency in your mind. Instead, it tells you that it’s possible to buy this now or later but it will always be available for purchase.
With this knowledge, If you run an online store on Shopify or any platform you should hire a seo for shopify service agency to add “Now” to CTA button, like in this context “Buy Now”.
This would tell your audience that you want an immediate response from them and the offer might not be available if they come back seconds later.
So even when there’s no discount or time-limit attached to the product, you will still see buyers making purchases because they feel they’ll miss out on the opportunity if they don’t.
Use Colours That Trigger The Right Emotion
Red, orange and blue have proven to trigger immediate responses from buyers over the years.
Red is an attention grabber, Blue triggers impulse buys, and Orange indicates urgency. You can apply each colour depending on what you want to achieve from your sales.
If you want to sell off products that have stayed on the product shelf for too long, you can use blue to trigger impulse buys from your customers.
On the other hand, you can use orange colour for your discounts and promo sales, giving them a warning that they might be sold out if they don’t buy immediately.
Conclusion
With these two rules, you can get your desired action from all your customers and even first-time visitors thereby increasing your conversion rates and revenue.
