Pink add button on a black and grey store: +57% conversion
Test run byConversion FanaticsCRO agency
Commentary byLiftArchiveOur analysis, not theirsSwitching a black add button to bright pink, along with the rest of the path to purchase, lifted conversion rate by 57%.
Conversion Fanatics ran this test for an online women's clothing and accessories store.
The win came from contrast: the old button blended into a black and grey site.
- Conversion rate: up 57%.
- Each funnel step from the button click to cart views improved by more than 5%, and by up to 10% in some cases.
- No baseline conversion rate was shared, so the absolute gain is unknown.
The change
The add button turns from black to bright pink, carried through checkout.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A black and grey store where the add button was also black, so it blended in with the page.
Variant
The add button and the following purchase steps used a bright pink accent across the store, so the path to checkout stood out.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The black button had little contrast on a dark page, so some shoppers may not have spotted it.
- Pink was not used elsewhere on the site, so it pulled the eye straight to the next step.
- Keeping the same accent through checkout likely gave shoppers a clear trail to follow.
Caveats: No sample size, duration or confidence level was shared. The color change applied to several steps of the funnel, not just one button.
Who ran it
Conversion Fanatics ran this test for an online women's clothing and accessories store and published the results (Conversion Fanatics blog case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Conversion Fanatics →
How to run this test on your store
- Hypothesis
- If we make the add button and checkout steps a color that contrasts with the rest of the site, then more shoppers will buy because the next step is easier to see.
- Primary metric
- Conversion rate (orders per visitor)
- Guardrails
- Add-to-cart rate
- Revenue per visitor
- Bounce rate
- Who should test it
- Stores whose buttons share colors with the rest of the design, often dark or minimal themes. If your button already stands out clearly, a new color is unlikely to matter much.
Questions
What is the best color for an add to cart button?
No single color wins everywhere. What matters is contrast: a color that is not used elsewhere on the page stands out.
Here pink worked because the site was black and grey.
Should the button color carry through checkout?
In this test the pink accent ran through the whole path to purchase.
A consistent color may help shoppers follow the steps, though the test did not isolate that part.
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