# Orange Buy Now buttons site-wide: +5% clicks, sales inconclusive

- Outcome: Flat / inconclusive
- Page type: Site-wide (Ecommerce)
- Elements: Add-to-cart & CTA buttons
- Test run by: [GSM.nl](https://liftarchive.com/practitioners/gsm-nl/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/gsm/
- Page: https://liftarchive.com/test/gsm-nl-sitewide-buy-button-color/

Orange Buy Now buttons across the whole site lifted engagement by 5%, but the effect on sales was not proven, so we count this test as inconclusive. GSM.nl, a Dutch phone and accessories store, ran this test, and it was published as a VWO case study. Engagement here meant any click on the page.

## Result

**+5% clicks, sales inconclusive**

- Engagement (any click on the page): +5% for orange buttons, reported as statistically significant.
- Sales: up, but not statistically significant. This is why we treat the test as inconclusive.
- The test period was short, and no sample size was shared.

## Control

Every Buy Now button on the site, on home, product, catalog and offer pages, used the original style.

## Variant

Alternate stylesheets restyled every Buy Now button at once. Three versions were tested: text links, green buttons, and red (in practice orange) buttons.

## Why it likely came out this way (our reading)

- A bright, contrasting button is easier to spot on pages with many products, so more people clicked.
- A click is not a purchase. Price, shipping costs and discounts weigh more on buying a phone than button color.
- The short test period likely left too little data to detect a small change in sales.

## Caveats

Counted as inconclusive: only the click lift was significant, and the sales result was not. The test ran for a short period and no sample size was shared.

## How to run this test

- Hypothesis: If we make our buy buttons a high-contrast color across the site, then more visitors will click through and buy because the next step is easier to see.
- Primary metric: Conversion rate (orders per visitor)
- Guardrail: Click-through rate on buy buttons
- Guardrail: Revenue per visitor
- Guardrail: Bounce rate
- Who should test it: Stores with many buy buttons per page whose buttons blend into the design. Run it long enough to measure sales, not just clicks. If your buttons already stand out, expect little change.

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Credit: GSM.nl ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/gsm-nl-sitewide-buy-button-color/).
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.