Tommy Walker, editor of the Shopify Plus blog here.
It seems like no matter who I talk to in ecommerce, startup or enterprise, I consistently hear, "How do I get more people clicking the 'Add to Cart' button?"
"Should I make it orange? What color gets the most clicks?"
I have to laugh about this a little bit, because when we're asking questions like this, it's like we forget that we're also online shoppers too. I ask, "Is there any button color that makes you more likely to click?"
Sometimes this drives the point home, other times... not so much.
In any respect, one of my long time writing partners Ott Niggulis has written a piece on what it takes to get more people clicking that button. He starts with a story about needing a pair of shoes before traversing the infinitely long stretches of airport, and why the first site he looked at didn't work out.
He then talks about some of the tools you can use to discover why more people aren't clicking the "Add to Cart" button, and what you can do to encourage more clicks.
I hope you enjoy reading it as much as I have. If you have any questions or would like to have my team research a piece specifically for you, shoot me an email at firstname.lastname@example.org