Pink vs green add-to-cart button: pink won 11.49% vs 10.81%
Test run byElevate A/B TestingElevate
Commentary byLiftArchiveOur analysis, not theirsElevate A/B Testing tested a pink against a green add-to-cart button for Say It With Diamonds, and pink won with an 11.49% add-to-cart rate against 10.81%. The test ran 14 days on 11,495 visitors. More shoppers also reached checkout with the pink button.
- Add-to-cart rate: 11.49% for pink against 10.81% for green.
- Add-to-cart count: 667 for pink against 615 for green, a gap of 52.
- Reached checkout: 8.9% for pink against 8.2% for green, so the extra adds carried through.
- Orders, revenue and statistical significance were not shared.
The change
Only the add-to-cart button colour changed: green versus the winning pink.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Version B used a bright green add-to-cart button. The post does not say which version was the original design.
Variant
Version A used a soft pink add-to-cart button with the same text. This was the winner.
Why it likely won
Our reading of the result, not the practitioner's claim.
- a soft pink may fit a jewellery brand's look better than a bright green, so the page feels more coherent.
- the gap is small, and button colour results rarely carry over between stores.
Caveats: One store, 14 days and 11,495 visitors, with no significance figure shared. The result covers add-to-cart and checkout reach, not purchases or revenue.
Who ran it
Elevate A/B Testing (@elevate_ab) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we use a button colour that matches our brand palette, then add-to-cart rate will rise because the button feels like part of the store rather than a jarring element.
- Primary metric
- Add-to-cart rate, confirmed with conversion rate
- Guardrails
- Conversion rate
- Revenue per visitor
- Who should test it
- Stores with enough traffic to detect small gaps and a button colour that clashes with the brand. Low-traffic stores will likely get more from testing offers or page content first.
Questions
What colour should an add-to-cart button be?
There's no universal answer. On this jewellery store, pink beat green 11.49% to 10.81% on add-to-cart rate.
Does button colour really affect conversion?
It can shift add-to-cart a little. Here the gap was 52 adds over 14 days, and purchase data wasn't shared.
How long should a button colour test run?
This one ran 14 days on 11,495 visitors. Small gaps need large samples to confirm.
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