Power up 'Add to Cart'
Invest Add to Cart button? Yes! Nowhere else!
I know you've invested everywhere: you optimize selling site, saying from search result position to producing supreme brilliant content, all the things lead to Rome ~ call your customer to take action Add to Cart. You are right, none of the action in ecommerce has the role like Add to Cart button: indicates buying intention from customers, and “stepping stone” for “real” buying steps to happen, e.g.: checkout, payment, etc. But keep in mind that nothing grantees your customers go to checkout after the Add to Cart click, let alone a poor experience they undergo with the button.
"Add to Cart" default experience has upset the customers and coincidentally blocks potentials of raising order. Why? Are you conscious about your customers would have to wait few more seconds to be redirected from the product listing page if they try to click to product with multiple choices?, and that they only get a little notice after add to cart, whereas absolutely no any single guide from you - the seller, to hint the next actions to your confusing customers what to do or see next, which coincidentally reduces your possible order spending?!