Digital marketers and those in the online retail industry could benefit from reducing the number of buttons on shopping pages, it has been suggested.

Writing on the eConsultancy blog, Graham Charlton stated that recent results of an A/B test revealed that removing buttons on certain pages could improve conversion rates instantly – indicating that online marketing services could help their brands by doing so.

According to Mr Charlton, retailer Laura Ashley increased conversion rates on its site by 18.87 per cent by removing an ‘update shopping bag’ button and replacing it using fainter ink.

He went on to say that the site had also varied the size of other buttons to make the checkout link more obvious.

A recent study by Forrester Research – the Broad Reach of Social Networks report – indicated that the older generation were increasingly using the internet for social networking, with 70 per cent of surfers over the age of 55 logging on to sites like Facebook.

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