Buy button text: say plainly what the button does
Add to cart, Buy now, Pre-order: the button label should state the action. Vague or clever labels cost clicks and confuse shoppers.
2 min read
Area
CRO & UX
Severity
Medium
Fix effort
Small
Stores failing
7%
Of 54 stores we scanned where this check applies, 7% fail it and 93% pass. See all benchmarks.
The text on the main product button should say what happens when it is pressed: Add to cart, Buy now, Pre-order. Clever or vague labels make shoppers wonder whether they are committing to a purchase. This check reads the button text.
Why it matters
A button is a promise. "Add to cart" promises a reversible step, and "Buy now" promises payment. When the label is unclear, shoppers hesitate. Plain labels are also easier for translation and for screen readers.
What the audit looks at
The audit reads the label of the primary button on the product page and checks whether it names a clear action.
What usually causes it
- A brand-voice label such as Get it or Make it yours
- An icon with no text
- A label that changes to something unclear after selection
- Translation leaving a mixed-language label
How to fix it
Say plainly what the buy button does. The effort is small, usually a setting or a paste and under 30 minutes.
- Use a plain action: "Add to cart" or "Add to bag". Avoid cute or vague wording.
- If the button does something different (pre-order, notify me), say that.
On Shopify
- Change the wording in Online Store > Themes > ... > Edit default theme content, searching for the Add to cart text.
On WooCommerce
- Change the button text with a plugin setting or a filter on woocommerce_product_single_add_to_cart_text in a child theme.
How to check it yourself
- Read the button on three products with different states.
- Check sold out and pre-order labels.
- Ask someone new to the store what happens when they press it.
Frequently asked questions
Should it say Add to cart or Buy now?
Use Add to cart when shoppers browse and add several items. Use Buy now where one product is the whole purchase.
Can brand voice survive here?
Keep personality in the surrounding copy. The button itself works best when plain.
Related checks
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