Power up 'Add to Cart'
Invest Add to Cart button? Yes! Why not?
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: Adding products to Cart.
You are right, none of the actions in Ecommerce has a 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.
Yet, keep in mind that nothing grantees your customers go to checkout after clicking to add items to shopping cart, let alone a poor experience they undergo with the button.
It is a reality that the default "Add products to Cart" process has upset the customers and coincidentally blocks the potentials of raising order.
Why happens this issue?
The reason is your customers have to wait a few more seconds to be redirected from the product listing page when clicking on a product with multiple choices? They only get a little notice after adding to cart, whereas absolutely no 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!