Calls to Action on Ecommerce Sites - What Works Best?

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Thread Title:
"Buy" or "Add to Cart"
Thread Description:

Most of this webmasterworld thread appears to be pure preference and speculation with no evidence to back any of it up. Doesnt mean the opinions of the members aren't worth somthing though. The thread centers around what wording to use on a "buy button" - add to cart, add to basket, trolley, order now, etc etc..

pete_m make an observation that sticks out for me (as im English):

I've done some usability testing with this on customers that were fairly new to ecommerce. Although all users figured out what "Add to cart" meant, "Add to basket" was preferred. The word "basket" has immediate meaning to UK shoppers - the word "cart" is almost never used in the context of "real world" shopping in the UK.