# Pink add button on a black and grey store: +57% conversion

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Add-to-cart & CTA buttons, Layout, fonts & visual design
- Date shared: 2015-10
- Test run by: [Conversion Fanatics](https://liftarchive.com/practitioners/conversion-fanatics/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionfanatics.com/increase-ecommerce-conversions/
- Page: https://liftarchive.com/test/cf-womens-apparel-pink-contrast-add-button/

Switching 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.

## Result

**+57% conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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)
- Guardrail: Add-to-cart rate
- Guardrail: Revenue per visitor
- Guardrail: 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.

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Credit: Conversion Fanatics ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cf-womens-apparel-pink-contrast-add-button/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.