E-commerce Insights: 19 Ways to Suppress Online Sales

8. Hide the “buy” button. On product detail pages, make sure “add to cart” is given equal weight with every other call to action on the page. In particular, ensure it doesn’t overshadow other buttons like “add to wish list,” “e-mail this page” or “click for warranty info.”

9. Provide a big button that says “empty cart” — and put it near “continue to checkout.”