Extra click argument: Blijdorp gives away discounts

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Call-to-action: text and visual
The text of a call-to-action is important. It must be unambiguous and simple. Visitors must immediately understand what they are going to do or what awaits them when they click on the button. The call-to-action of Nationale Nederlanden is rather long: 'calculate premium and conclude immediately'. However, you do know immediately what the intention is. Clarity above all. The verb form also matters. The descriptive 'Order' sounds less compelling than the directive 'Order now'. The active form is preferred, but the application is sometimes difficult. 'Put in shopping cart' sounds less pleasant than the English 'Add to cart'.

A visual call-to-action can support the text. In this case too, the symbol must be clear and recognizable. For example, a shopping cart in an ordering process or a downward arrow on a download button. In the Netherlands, the visual call-to-action is popular (64%). The shopping cart and the shopping basket in particular are frequently used symbols. H&M opts for a recognizable shopping bag as an alternative.

H&M uses a shopping bag instead of a shopping cart
H&M uses a shopping bag instead of a shopping cart

Arrows and plus signs are also often used as visual elements. Blijdorp has a button in the shape of an arrow. They also give away a two-euro discount as the icing on the cake. Web department store Fonq also uses an extra click argument: free home delivery. Great!

Fonq swears by Cialdini
Fonq reduces uncertainty


Blijdorp gives away discount: extra click argument

Best practice: greatest common denominator
The test shows that an orange action button with rounded corners is the best practice. A visual call-to-action calls for action. For comparison: the American webshop Amazon opts for a yellow, ukraine phone data rounded button with a blue border. You can bet that this button converts like crazy, because Amazon knows exactly what they are doing .

Best practice vs. Amazon
Best practice vs. Amazon

As the greatest common denominator, best practice says nothing about effectiveness. In the end, it's all about the result. The big question is what really determines the success of an action button and which factors are decisive. I'm very curious about that. Who dares to share their conversion data with us?

Conclusion: context is key
The best practice clearly deviates from Amazon. Furthermore, we see a great variety of colours, shapes and sizes. Apparently, the ideal call-to-action button does not exist. This conclusion is also drawn by Guido Jansen, who states that many variables play a role . The context in which an action button manifests itself is of decisive importance. The entire setting determines how the banana comes into its own.