Make the secondary CTA (e.g. Buy Now) an outlined button

Idea byKasper DolkMaison Commerce

Commentary byLiftArchiveOur analysis, not theirs

With two CTAs like Add to Cart and Buy Now, style the less important one as an outline so focus goes to the primary action.

Who ran it

Kasper Dolk (@kasper_dolk) shared this idea on X. The numbers and screenshots are theirs.

View the original post on X

Similar tests

A

→

B

+$36,772 per month

Redesigned top of product page: image slider, clearer CTAs, benefits and sale info above fold

Product pageSales, urgency & limited-time offers@oliverkenyon

A

→

B

+$36,240/month

Simplified size selection, clearer USPs, fewer payment options, stronger ATC on PDP

Product pageUSP bars & benefit icons@oliverkenyon

A

→

B

+$27,000/month

PDP above the fold: trust icons, swipeable images, reviews higher, stronger CTA

Product pageReviews & star ratings@oliverkenyon

A

→

B

+14.41% revenue per visitor

Added the savings to the add-to-cart button ('Add to Cart - Save 50%')

Product pageAdd-to-cart & CTA buttons@DaveDiederen

A

→

B

+7.20% revenue per visitor

Put the '60-Day Money-Back Guarantee' inside the add-to-cart button

Product pageMoney-back guarantee & returns@DaveDiederen

A

→

B

Conversion rate 2.1% to 3.2%

Page redesign: emotive value proposition, better images, benefits, social proof, guarantee, CTA above the fold

Product pageSocial proof, authority & press@CROguy_