eCommerce Call to Actions

Call to Action buttons play a key role in the entire checkout process.

Technically, they submit the information entered in forms by the customer to the web server for processing and fulfillment. From a customer experience point of view, they are the calls-to-action that drive the customer towards checkout completion.

So how do we design a good submit button? Easy make it big and shiny so it just asks the customer to click it!

More specifically, submit buttons needs to be:

  1. Visually salient – they should stand out, visually, from the rest of the page and draw the customers attention to them
  2. Visually isolated – no other buttons should be inadvertently clicked by mistake
  3. Visually consistent across the checkout – building up a pattern in the customers mind so they know what to look for.

A useful way to check this is to look at a checkout page when it has been blurred. This stops the content of the page from distracting attention away from its visual design.

There remain, however, several usability challenges with submit buttons, the main ones being labelling and positioning. While the design of submit buttons is one of the few aspects of checkout design where we do not have established best practice, we can highlight bad practice that should be avoided.

Find out about Emarkable’s eCommerce Solutions and improve your eCommerce Call to Action.

We are always happy to answer any questions. Contact the team by phone on (01) 808 1301, or email us at


Richard Coen

With over 21 years of experience in Digital Marketing, 31 years in sales and 25 years in business development, Richard assists companies to develop key growth strategies on a local or international basis. He can assist marketers to achieve balance in their approach to key areas affected by the growth in digital marketing.