The "Buy" button: what affects its click-through rate
LightSEO · Conversion
The "Buy" button: what affects its click-through rate
The buy button is surrounded by myths about the "right color". What really decides the outcome is contrast, size, placement and the text inside – the color on its own matters far less.
1
main action on the screen
44px
minimum height on mobile
0
competing buttons next to it
Key points
What really matters
Contrast matters more than any specific color. The button must stand out from everything around it. An orange button on an orange background fails, and so does a button of any other color on a background of the same color.
Placement in the visible area. The button must be on the first screen together with the price and availability.
Sized for a finger. On mobile, a height below 44 pixels means missed taps and frustration.
One main action. If three equally bright buttons sit side by side, none of them works as the main one.
Text
What to write on the button
🛒
"Buy"
The clearest option for retail. It works better than "add to cart" in small print.
⚡
"Buy in one click"
A second button for those who don't want to go through the full checkout.
📄
"Request a price"
For B2B and made-to-order products – it replaces the buy button and never sits next to it.
After the click
What happens next
The buyer must understand the result. Once the product is in the cart, show a clear confirmation – a silent change of the number at the top is easy to miss.
Don't send people straight to the cart. For stores with a wide range of products, this cuts browsing short. A pop-up with a choice works better.
A button on a sticky bar. For long product pages, use a bar with the price and the button that stays on the screen while scrolling.
People view your product pages but don't add to cart?
We will analyze behavior on your product pages and fix whatever keeps people from clicking the button.
