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Are You a Call to Action Lefty?
As a Conversion Analyst, I review hundreds of websites in a given week. So when I come across unusual design elements, it doesn’t exactly surprise me, but it does catch my eye. Crutchfield has gone the unconventional route by placing the “Add to Cart” button on the left-hand side, despite the fact that visitors are accustomed to seeing important calls to action on the right.
Why would Crutchfield go against the norm?
While there’s a good amount of info on this product page, are they sure that visitors are more likely to purchase when the call to action sits to the left of the product? Have they at least tested determine, without a doubt, which side yields a better conversion rate and higher average order value?
I want to believe there’s some rhyme or reason to Crutchfield’s logic. Still, I wonder if they really know which sells best.
[Read John's follow-up on how to test this feature: "Add-to-Cart Buttons: Stuck in the Middle With You"]
- Nobody wants to read your sh**!September 21st, 2009
- Redesign? Ask The Right Questions!September 18th, 2009
- Cross-post: How to Improve a Product Page, Part 1September 15th, 2009
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January 25th, 2008
1:31 pm
[...] Lee at GrokDotCom noticed Crutchfield experimenting with a left side add to cart button [...]
January 26th, 2008
1:15 pm
I think if they have tested it and gone towards left side call to action then fair enough. As I think these days till you test you can not predict what works and what not.
September 21st, 2009
11:46 am
Seems they have updated their site and now the CTA add to cart button appears on the right and is a nice bright green colour. Unless of course they are now testing and I only saw 1 variation of their new test. ;P
October 12th, 2009
4:52 am
I thought about this concept very interesting.
October 18th, 2009
12:25 pm
It’s was interesting.
Thank for great article.