I’ve heard statements like this countless times: “We should use Add to Cart instead of Buy Now because it’s the best practice.” But the fact is that in web design, best practices simply don’t exist. What works for one site, might not work for another. It will depend entirely on the context in which the element in question is displayed, and the website’s audience. Add to Shopping Cart might convert better for Amazon, whereas Buy Now might convert better for Dell, and Buy It Now might convert better for eBay. They have the data to back it up. But just because the Amazon uses Add to Cart, it doesn’t mean that’s the right option for your site. You will never know which option is truly the better one until you’ve identified and tested other options. On the web this is relatively inexpensive, not to mention a lot of fun, so you have no excuse!
These “best practices” aren’t just limited to calls to action, although CTA’s are notorious for having so-called best practices. Other elements which are subject to the tyranny of best practices are: colours, fonts, size of icons/design elements, advertising, navigation, general layout, style of writing, type of visuals used, design style, and everything else under the sun.
So, how do you determine what’s best for your site? Here are some paths to enlightenment…
