Adding to basket

Insights

• Cognitive Load is the working memory needed to complete a task. Amazon’s single "Add to Basket" button on TV ads keeps actions simple, so users don’t have to struggle with complex navigation or extra steps.

• Familiarity Bias means users prefer familiar actions. Amazon’s "Add to Basket" mirrors web and app flows, so TV viewers feel confident and know what will happen next, reducing hesitation.

• Use CTA labels to clearly signal what happens next: Clear labels like "Add to Amazon basket" set the right expectation, so users trust the action and are less likely to feel anxiety or regret after clicking.

• Shop uses a similar pattern, animating items into the basket after clicking. Both Amazon and Shop give instant feedback, so users know their action worked, which builds confidence to keep shopping.

• Etsy changes the "Add to basket" button to "In your basket" after clicking. Both Amazon and Etsy use clear, specific CTAs to stop mistakes and help users feel in control of their purchases.