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Your call to action or buy button is the most important button on your e-commerce or online business site. It is the button that turns prospects or leads into sales and provides your business with profits. Making the most out of your buy buttons means increasing sales conversion, so the more you can optimize them, the better.

The good news for online business owners is that making your buy buttons stand out is relatively easy. However, you will want to experiment a little to see which combination works best in converting more sales. Here are a few tips that will help you properly optimize your buy or call to action button.

Make Your Buy Button Stand Out

You’ll want to use a color, font, shadow, border, and the right gradients to ensure that the buy button is prominent from the web page. It needs to do more than just be colorful; it needs to stand out so that customers will instantly see it. A good way to experiment is to line up several buttons on the same background you use for your website and choose the one that grabs your attention first.

Is Your Buy Button Inviting?

The buy button should look inviting to press, much like a physical button. The design should offer a shape, boundary, and contrasting color that not only makes it stand out but makes it inviting to press. So, a rectangular shape is the most common as it does help to make it look like a physical button that invites customers to press it so that the sales process can begin.

Another tip is that your sales copy should ask the person to buy. By asking, you are helping to invite the prospect to become a customer.

Keep Your Buy Button Simple

Remember, you want the buy button to stand out naturally. You do not want to unnecessarily highlight it with arrows, CSS effects, and the like. Trying to draw too much attention has the opposite effect in that it creates doubt in the customer’s mind. Instead of being in-your-face with calling attention to the buy button, you should try for something straightforward and direct.

In addition to keeping it simple, you’ll also want to strike the right balance in terms of size. Too small and it gets overlooked, too big and it becomes intimidating rather than inviting. So, make it big enough that the end user cannot miss it, but small enough so that it remains inviting.

Overcome Buy Button Barriers

Sometimes you have to modify your copy to respond to the emotions of the customer. “If your shopping cart button says ‘Checkout,’ change it to ‘Enter Shipping address,'” says Matthew Miele of Miele Media Inc. “By doing this, you’re helping the customer overcome the fears of purchasing by making it easier on their brain to make the decision.” Think about it. What would you prefer to do? Pay or type in your address?

Get to the Point

You want the sales funnel to finish with the lead or prospect pressing the button and becoming a customer. To do so, you need to convey your message with as few words as possible so that the distance between enticing and sales is a short one. This means that the copy you use for the button should be short and to the point. If it takes more than a moment to read, you will lose customers.

By optimizing the buy button, you can improve your sales conversion without having to spend more money. A few minutes of optimization can enhance your sales considerably, so start optimizing it today.

Want to know more about buy buttons?

Check out Nick Loper’s Buy Buttons book available now on Amazon. It’s an excellent resource for learning more about optimizing your most important call to action. If you have other tips and tricks, please share them in the comments below or on Twitter.