If there’s no "waiter" in an online store, the sale doesn’t happen

Imagine sitting in a restaurant, browsing the menu.
What needs to happen for the food to arrive at your table?

That’s right—you need to place your order with the waiter. But what if there’s no waiter? What would you do?
Most likely, you’d get frustrated, leave your seat, and walk out.

Now, what happens if a customer in an online store wants to order a product but can’t find the "waiter"? Well, it’s probably the same scenario as in the restaurant.

The "waiter" on a website is the CTA (Call to Action) button. Most often, it’s the familiar words "Buy now." These are the words that clearly explain what will happen when you click on them.

If they’re missing... well, the customer has little choice but to leave the website and look for the product elsewhere. Sure, they could search for a contact link and call or email customer support, but that would only make them more frustrated if no one answers the phone or responds to their email.

The psychology behind the CTA "waiter"

CTA buttons are more than just clickable elements—they are psychological triggers. The color, text, and even the shape of the button influence whether customers make a purchase or not.

For example:

• Red and orange buttons create a sense of urgency and work well for promotions like "Last chance" or "Special offer."

• Blue and green buttons build trust and are great for actions like "Create an account."

• Short and concise messages like "Buy now" or "Place your order" clearly state what will happen next.

Too many options? Bad idea.

Online stores often make the mistake of adding too many buttons or placing them in unclear locations.

Less is more!
One clear path to the goal (the purchase) is the most effective approach.

That’s why the "Buy now" button should stand out and be prominently displayed.

Even if you think this button is just a minor detail, let us remind you: one of the biggest advantages of online stores is that they’re open 24/7. And who takes care of orders while the store owner sleeps? That’s right, those trusty CTA buttons.

Could a digital "restaurant" survive without a CTA "waiter"?

Of course, you can always ask Gordon Ramsay for his opinion, but we’ll tell you upfront—it’s not looking good.