The terrible truth about smartphones is that although penetration in the UK is now above 50% and traffic is constantly rising, people don’t generally use their phone to buy things.
Make it colourful
Calls-to-action (CTAs) should use a colour that ensures it doesn’t blend in or match with other buttons. Orange is sometimes recommended as the ideal colour as it draws attention to a button without being too bright.
Use unambiguous wording
Make them massive!
CTAs should be the biggest link on the page, so make them noticeable. Big buttons won’t entice everyone to make a purchase, but it reduces the frustration and abandonment rates for serious shoppers and might grab some impulse buyers.
Put them where they can be seen
Create a sense of urgency
Creating a sense of urgency can help convince users to make a purchase there and then.
Get them to the checkout ASAP
Once a customer has selected a product do you want to encourage them to keep shopping, or just direct them straight to the checkout?
Another way of making the checkout process easier for customers is to give them a telephone number to call in case they get stuck, have further questions, or would like to complete the purchase or reservation by phone.