January 13, 2022
As an ecommerce merchant, your goal is to sell as many products as you can and keep your customers happy and coming back for more, right? Today’s consumers are all about instant gratification and easy processes. When you lead a customer down a long and complicated path from browsing your store to completing a purchase, there are many stops along the way where you risk losing them. A buy button, on the other hand, takes them directly to a checkout page and let’s them make the purchase on a whim.
Buy buttons - also known as buy now buttons - are used to sell items or services and can also be used to collect donations or sign up for memberships or subscriptions. The buttons can always be customized to match your brand and can be placed anywhere - a website, social media, in an email, etc.
Read on for all you need to know about buy buttons and what they can do to enhance and grow your online business.
In technical terms, a buy now button is a simple button you put on your website or anywhere else you communicate with customers. The purpose of the button is to get them to go straight to making a purchase, letting you collect payment quickly. The button leads them to one of three places:
In addition to taking consumers directly to a sales point, this simple buy button offers so much more to your business, including:
Using a buy now button encourages consumers to make a quick decision and purchase the item rather than risk missing out. In many cases, merchants will see an increase in conversion rates when using a buy now button. And, of course, when set up correctly, you can track the activity and see exactly how many people are clicking on the buy button and how many of those clicks are turning into actual sales.
You have the freedom to use whatever text you want on your buy buttons. You want the text to make it very clear to your customer what will happen when they click on that button. Sometimes it can be tempting to go clever or cute, but you run the risk of the majority of browsers not actually getting the subtle joke you are making and clicking away from your site altogether. It’s better to be safe and just stick to clarity when it comes to the text on the buttons:
There is nothing more clear than a button that says “buy now” - making it obvious that clicking on this button will take you straight to a checkout page (of if your info is already stored in the site it might be even simpler and automatically charge your card immediately, like Amazon’s one-click button).
This is a good text for a button that will lead to confirming a recurring payment for a subscription or membership service.
Perhaps you are selling a printable or an ebook. This button text makes it clear that clicking it will result in receipt of the item to the buyer’s computer or mobile device.
These button texts make sense to use if the customer will be directed to a checkout page or a page where they may see other items to purchase as well.
Not all buy now buttons have to lead to the purchase of an item or service. It could also be used to direct people to sign up for a (paid or free) newsletter or other information feed.
A buy button can be installed pretty much anywhere where you are communicating with potential customers. Here are some examples of places you can drop a buy now button:
Especially when creating posts that are specifically meant to draw attention to a particular product or launch something new, it’s a good idea to include a buy button. That way, as soon as someone sees this new “must-have” item, all they have to do is click and purchase.
Perhaps you have a website but one that isn’t yet set up as an online store. Rather than create a whole store, especially if you are not sure if your business will take off, you can add a buy button to test the interest in your product(s).
Look for marketplaces or other websites that provide a platform for sellers to market their wares. In these cases, you will be given a virtual shop window where you can display your products and include a buy now button that gives customers the opportunity to purchase.
As your business grows and you have a solid email list, you should definitely consider adding buy buttons to some of your emails. If you’ve got a new product coming out, for example, what better way than to let your email subscribers get first dibs on purchasing it?
The ways you can use a buy now button are pretty much endless, but there are some tried and true methods that work better than others. Following are some best practices that you can put into place when using buy buttons to help increase your sales:
Buy now buttons are good for merchants and customers alike. Here are the top benefits to be gained from using buy buttons: