Though small, the call-to-action button (add to cart, begin checkout, continue, submit, etc) can have a major influence on conversion. The size, placement, color, wording and even shape matters, but you don’t know what’s optimal until you test variations of each variable.
In a recent interview, conversion optimization legend Bryan Eisenberg recently shared one of his secrets for great call-to-action buttons, using irregular shapes (rather than typical rectangle or oval shapes). This includes buttons with icons like big plus signs or shopping carts. It’s the “unusualness” of the button that catches the eye and captures the click.
There is no shape proven to work best (remember, everything must be tested as every website’s design and target customer is different). Your website may even convert better with a conventional button shape. But if you’re daring enough to test an irregular shape, here are some shape ideas to get your creative juices flowing:
(All these button shapes were created with Microsoft Power Point’s shape tool!)
And here is a collection of outside-of-the-box call-to-action shapes actually used by online retailers:
Going funky can be risky, however. Unusual shapes may not look like cart buttons at all – users are conditioned to look for something rectangular. So you may not want to go too crazy with your test designs.
Have you tested irregular shapes? Please share your experiences in the comments.