Random question… I know. But, I think it is an important one. A lot of companies spend a lot of money testing this particular question.
I think it really depends on your sequence. Are you talking about an upsell sequence or an extended page in a buying sequence? For example, are you collecting the credit card on page 2 and some basic information on page 1? If that is the case, I would recommend “Continue”. Bottom line, that is what you want your customers to do. You want them to “Continue” through the process. Keep them going… “Continue… continue… and continue some more”.
But, if you have a product that you are selling, don’t you, typically, just go with “Add to Cart”? Amazon does it… so why shouldn’t you? “Add to Cart” is simple, but it is magic. Based on all of the testing that I have conducted, observed and read about, “Add to Cart” tests out far ahead of any other messaging. So, if you have a product that you are selling on a landing page, why not use “Add to Cart”? It works. Trust me.
On the other hand, I do feel that – due to recent FTC regs – it is important to be cognizant of how these changes and rumored changes are impacting the upsell business. In the past, “Continue” had tremendous power as an upsell vehicle. But, now, to keep your conversions in place and federal agencies out of your business, you might be advised to even go “Add to Cart” on your upsell pages, as well. It’s good business. It’s like the old saying that “you can never go wrong hiring IBM (though you can go wrong doing so today!).” By going with the “Add to Cart”, you will not rob your conversions. You can test more messaging. But, you would be hard-pressed to find something that converted as high.
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