Does a yellow add to cart button with price inside lift sales?
The desktop product pages for adaptive clothing had an add to cart button that did not stand out. We made it yellow and put the price inside it. Conversion rose 13.9% and revenue per visitor 16.9% over 24 days.
Won Desktop 24 days Called at 80%
The hypothesis
By making the add to cart button yellow and placing the price inside it, we will make the purchase action clearer, resulting in more engagement and a higher conversion rate.
The add to cart button had low contrast against the rest of the product page. Shoppers also had to look elsewhere on the page to confirm the price before adding an item.
We expected a brighter button with the price built in to make the next step obvious.
What we changed
We made the add to cart button yellow and put the price inside it.
The variation changed the add to cart button background to yellow for stronger contrast. It also added the product price inside the button text. The rest of the desktop product page stayed the same.
- Add to cart button made yellow
- Product price shown inside the button
- Desktop product pages only
The result
Conversion rose 13.9% and revenue per visitor 16.9% in 24 days.
The variation led the control across conversion, revenue per visitor and average order value for most of the run. After 24 days, conversion was up 13.9% and revenue per visitor up 16.9%.
We called it at 80% confidence because the trend strongly favored the new button, and we implemented it.
What we took from it
A clear, priced button made the next step easy to see.
On this page, the old button did not draw the eye. The yellow button stood out, and the price inside it answered a question shoppers had right before they clicked. We then took the yellow button to other key pages.