Distinct Add to Cart button colour: +18.40% conversion rate
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsGiving the Add to Cart button its own colour, so it stood apart from other buttons, lifted conversion rate by 18.40% for snack brand Jackson's.
Blend Commerce ran the A/B test after an audit of the product pages. Jackson's kept the new button permanently.
- Conversion rate: +18.40%. This is the headline win.
- Add-to-cart clicks: +8.14% overall.
- New visitors: +66% add-to-cart clicks, +5% conversion rate, +10% average order value and +16.40% average purchase revenue per user.
The change
Only the Add to Cart button changes colour; the other buttons stay the same.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Every button on the product page (Add to Cart, Rewards, Chat and Keep Me Updated) used the same colour and weight.
Variant
The Add to Cart button got a distinct colour, marking it as the main action on the page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- When all buttons look the same, shoppers have to read each one to find the next step.
- A single contrasting button creates a clear visual order: this is the action that matters.
- New visitors, who know the page least, gained the most from the clearer signal.
Caveats: Test duration, sample size and confidence level were not shared.
Who ran it
Blend Commerce ran this test for Jackson's and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we give Add to Cart a colour no other button uses, then more visitors will add to cart because the main action is easier to spot.
- Primary metric
- Conversion rate
- Guardrails
- Average order value
- Use of secondary actions like rewards or chat
- Who should test it
- Stores whose product pages carry several buttons with the same style. If your Add to Cart button already stands out clearly, expect little change.
Questions
What is the best colour for an Add to Cart button?
No single colour wins everywhere. What matters is contrast: the button should look different from everything else on the page, including other buttons.
Should secondary buttons look different from the main one?
Usually yes. In this test, making Add to Cart the only button in its colour lifted conversion rate by 18.40%.
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