Ecommerce
Tactic

Insert the Concrete Next Step Into Buttons

Choose concrete words that depict a vivid image of the next immediate action.

Button for "View Product" appearing before button for "Buy Product"

Overview

You might be tempted to choose the button text: “Buy on Amazon.”

However, “buying” isn’t the next step. People still need to read the description and evaluate the purchase.

Your button should indicate the next step: “View on Amazon.”

This framing feels less effortful, and it symbolizes the next logical step. Visitors can easily simulate this behavior.

Caveat: A “larger investment” button (e.g., Buy on Amazon) will usually reduce the click-through rate, but these buttons can increase conversions in later stages. For users who click a “buy” button, they generate a mental image of the purchase. This purchase becomes more realistic and desirable, which motivates them to complete the purchase.