How a woman in a red dress can lift conversions

One move I never get tired of seeing is The Matrix.

Hard to believe it’s been nearly 20 years since it came out too.

But anyway, there’s a scene in the movie where Morpheus takes Neo for a walk down a busy city street to discuss the matrix.

There are people everywhere and they’re all wearing black and/or white.

Suddenly out of nowhere a beautiful blonde woman appears wearing a red dress, and she catches Neo’s attention.

After all, he is only human.

But it was an unwanted distraction as one of the bad guys quickly raises his gun… before Morpheus pauses the computer program.

The woman got his attention, and it was lucky it was only a simulated computer program.

Anyway, the point is… as an e-commerce merchant it’s important to ensure your buy (or add to cart) buttons stand out just as prominently as the woman in the red dress did.

You see, I’ve seen quite a few e-commerce sites where the “add to cart” button doesn’t look like a button at all. They blend into the text on the site and are easily ignored.

Obviously, there’s nothing worse than having a prospect convinced, excited and ready to buy… but making it as difficult as possible to find the buy buttons.

You’ve done the hard work in selling them, and now it’s just a matter of letting them checkout and purchase.

As a tennis umpire says:



And Match.

But if they can’t find the button to take the next step, you can bet they aren’t going to stick around looking for it.

So therefore, you want to go out of your way to use big obvious calls to action that stand out and have contrasting colours.

There’s no point having the buttons match the colours of your site.

You want your visitors to be able to instantly notice your buy buttons… so they can EASILY buy the product.

The major shopping carts already provide this.

But there are plenty that don’t, including customised shopping carts.

So don’t make your prospects work hard to buy your products. Instead do all you can to make the entire process as easy and painless as possible.

Otherwise you’re just throwing money down the toilet.

For more kick-ass ecommerce tips you can book in for a website audit with myself.

We’ll sit down together and go through your site to see where you can improve it.

If you want to jump on board, here’s where to go: