# Distinct Add to Cart button colour: +18.40% conversion rate

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Add-to-cart & CTA buttons
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/18-40-increase-in-conversion-rate
- Page: https://liftarchive.com/test/jacksons-atc-button-colour/

Giving 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.

## Result

**+18.40% conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Average order value
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/jacksons-atc-button-colour/).
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.