# Green instead of pink CTA buttons: add-to-cart rate fell

- Outcome: Lost
- Page type: Site-wide (Ecommerce)
- Elements: Add-to-cart & CTA buttons
- Test run by: [Elevate_ab](https://liftarchive.com/practitioners/elevate-ab/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.elevateab.com/case-studies/say-it-with-diamonds
- Page: https://liftarchive.com/test/say-it-with-diamonds-green-cta-button/

Switching the site-wide call-to-action buttons from pink to green lowered the add-to-cart rate from 11.49% to 10.81% at Say It With Diamonds, a premium jewelry brand. The test was run with the Elevate A/B Testing app and published as an Elevate A/B success story. The brand kept the original pink buttons.

## Result

**add-to-cart rate fell**

- Add-to-cart rate: 11.49% (667 adds) on pink vs 10.81% (615) on green, a drop of about 6% for the variant. This is a loss.
- Reached checkout: 8.9% on pink vs 8.2% on green, also lower for the variant.
- Checkout completion: no notable difference between the two versions.
- The source headline presents 6.29% as an add-to-cart gain. That figure is how far pink beat green, not a gain from the change.

## Control

Call-to-action buttons on product, collection and checkout pages were pink, the brand's existing color.

## Variant

The same buttons were changed to green everywhere on the site. Nothing else changed.

## Why it likely lost (our reading)

- Pink was part of the brand's look. Green may have felt out of place on a luxury jewelry site and lowered trust slightly.
- Returning shoppers knew the pink button. A sudden change can make familiar actions feel less obvious.
- Button color rarely matters on its own. What matters is contrast with the page, and pink may already have stood out well.

## Caveats

The test ran for about 14.5 days with 11,495 visitors. No significance level was shared, and a gap of under one percentage point may partly be noise.

## How to run this test

- Hypothesis: If we change our main call-to-action buttons to a different color, then add-to-cart rate will rise, because the button will stand out more against the page.
- Primary metric: Add-to-cart rate
- Guardrail: Reached-checkout rate
- Guardrail: Checkout completion rate
- Guardrail: Revenue per visitor
- Who should test it: Stores whose buttons blend into the page and lack contrast. If your button already stands out and matches a strong brand color, a color swap is unlikely to help and may hurt.

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Credit: Elevate_ab ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/say-it-with-diamonds-green-cta-button/).
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.