BigCommerce's Buy Button Feature

By Top10 StaffTop10 Staff

How to Use BigCommerce's Buy Button Feature for SMB

BigCommerce is one of the most highly-regarded hosted online shopping cart software providers used by businesses today, and it has recently launched a feature that will make them even more attractive. From marketing your products on Tumblr to enhancing your blog site with more commerce options, BigCommerce’s buy button feature makes online shopping a breeze for everyone—from business owners straight down to their customers. Check out how the latest BigCommerce feature works, what makes it different from all the rest, and how your business stands to gain from this neat little change.

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Why a Buy Button is Better Than Just a Link

Everyone knows the benefits of external linking. It brings traffic to your site, delivers interested customers straight to the product page they’re looking for, and makes short work for your sales funnel motion campaigns. And Google loves it. However, a link is just a link, and that’s it. In depth and width, it simply doesn’t compare to a buy button, and here’s why.

Buy buttons offer both consumers and sellers a lot more than a simple link ever could. For example, while a link will bring a customer to a specified product or landing page, your BigCommerce buy button can be used to:

Easily embed a direct path to your checkout page

The most significant and profitable benefit of the BigCommerce buy button over a basic link is the connection to a shopping cart. Bringing customers to your product is a good way to get them looking at your goods. Yet, delivering them directly into the shopping cart is cutting out a tremendous middle step in the sales funnel. It basically makes the option to buy the best, smartest, and fastest one for your customers, helping them come to the decision to purchase subtly but in an incredibly influential way.

Reach customers on a variety of platforms

Running an in-store billboard campaign? That’s sweet. Those big poster boards aren’t going to drum up the kind of business your store needs to survive, though. Modern day shoppers are online and everywhere at once, so your business better be too if it wants to survive. Buy buttons are the modern business owner’s portal to vast audience reach with simplicity as its foundation. With a standard buy button, eSellers can contact customers via social media, blogs, and other online channels, the proverbial watering hole for contemporary customers. In short, buy buttons let you be in the places your audience is hanging out, and offer your customers a direct link to your shopping cart for instant purchasing with ease. Being one of only two buy button options to partner with big names like Twitter and Pinterest, BigCommerce has even more to offer than most.

Provides a new, more engaging format for the NOW generation of shoppers

Customers no longer enter a store, browse the aisles leisurely, and spend ample time examining the goods before making a purchase. Today's Ecommerce generation wants things now and with as little in their way as possible. The buy button offers eShoppers the kind of fast service they crave and the instant results they demand. I see, I like, I click, I buy. It’s never been simpler.

Customize your sales funnel

Brands can customize their buy buttons to fit their exact branding, marketing campaign, and brand standards. So, if you want your buy buttons to incorporate your brand’s color scheme, for example, it can be done. Customized buy buttons can take some customers to one type of shopping cart (ex. seasoned buyers get a 20% discount cart), while others still get the convenience of directly landing in their own tailored shopping cart according to your marketing efforts.

BigCommerce’s buy buttons stand out amongst the competition for this feature in particular. The amount of customization available with this small but powerful feature is unheard of in other tools of its ilk. Customization capabilities incorporate built-in features, so you don’t have to start playing around with code or format to get what you want out of the tool. BigCommerce’s buy button is even mobile responsive for the ultimate in tailored marketing. Additionally, there are a 400+ online stores currently BigCommerce buy button ready, so pretty much any platform you’re working on will support and integrate smoothly with this tool.

Google Analytics-linked

Analyzing and measuring profitability is one of the most important tasks for any marketing effort. BigCommerce links your buy buttons to your Google Analytics account for effortless tracking and measuring with real-time results and concrete reports to compare, analyze, and review each click. After adding a UTM source code, the GA information shows up directly in your BigCommerce account, with multiple layers depending on how deep you want to dig. Conversions from the buy button will also show up on your store's performance metrics dashboard for easy accessibility of the important information.

How to Use & Embed the Feature

To get a buy button on your site or campaign, visit your Channel Manager, click Install App, and confirm the action. Once you've installed the app, the buy button feature is extremely intuitive, designed as a simple form for almost instant creation. Start by answering a few simple questions like:

  • Button type: Choose from card, button, or link
  • Theme: This is really exhaustive because you can choose to completely customize your button’s theme or to use one of BigCommerce’s prefab themes
  • Where you want the button to redirect to: Naturally the recommended destination is straight to checkout, but BigCommerce allows you to customize the destination to a product landing page or general cart if you prefer to take your marketing campaign in a different direction
  • Where to open the redirect: Pop-up window, new tab, or same tab
  • Source location
  • When you’ve inputted these answers, BigCommerce lets you see a preview of what the button will look like. This is absolutely recommended. It only takes a few seconds to give a quick glance over your new creation, and it’ll give you the brief editorial eye needed to catch silly mistakes or inconsistencies in design.

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Then there are more advanced options including:

  • Button text: That’s what your button will say
  • Overlay text: The text that appears when you run the cursor over the ad
  • Colors for button, text, title, and price
  • Font
  • Google Analytics ID

Tracking is easy with BIgCommerce

How to Do CVR Tracking in GA

Esellers can see how well a campaign is doing by tracking the CVR of each button, along with click-throughs, and end results via their own Google Analytics accounts. In order to link your Google Analytics account to your buy button, follow these steps:

  1. Go to the admin section of your Google Analytics account, and select an account from the Account tab.
  2. Next, choose a property from the Property tab, and then find the Tracking Code option under Tracking Info.
  3. Save this information under the Google Analytics ID section of the buy button setup form.

Now your account is linked, so you don’t have to constantly input the same information.

How to Match Your Site's Visuals

Tailoring the button’s visuals is simple with the above-mentioned form details. For example, if you want to match your button’s colors to your brand’s color scheme, you can simply type in the appropriate hex color code or select it from the color wheel. Select a matching font as well to really tie the whole thing together. The same process can be used to apply other customizations to adapt your button to a specific look.

BigCommerce’s Buy Button in Action

BigCommerce has certainly earned its name, and this latest feature is just one of many ways it’s helping SMBs compete in the modern business world. Add the BigCommerce buy button to social media posts, blog sites, marketing emails, ad campaigns, landing pages, and more, and watch your profit margins grow.

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