Does an orange button across every product page lift conversion?
Earlier product page tests saw movement from an orange button, but only on a few products. We tested an orange button on every product page, on mobile and desktop. Conversion fell 3.9% over 10 days, so we paused early.
Not significant Responsive 10 days Not called
The hypothesis
By isolating the orange button and testing it across every product page, we will learn how button color affects shoppers site wide, resulting in a clear read on whether to implement it.
The previous round on mobile and desktop product pages saw movement with an orange button. Those tests were tied to specific products, so we could not tell how much the color itself mattered.
This test changed only the button color, across the whole site.
What we changed
We changed the button on every product page to orange.
The variation changed the main button on every product page to orange, on both mobile and desktop. Nothing else on the page changed.
- Main button changed to orange
- Every product page, site wide
- Mobile and desktop
The result
Conversion fell 3.9% and revenue per visitor 6.6% over 10 days.
Conversion fell 3.9% and revenue per visitor 6.6% across mobile and desktop. Both devices trended down, so we paused the test after 10 days rather than risk more lost revenue.
The result did not reach our confidence bar, and we did not implement the orange button.
What we would do next
Keep the current button color on product pages.
On its own, the orange color did not help shoppers on these product pages. The earlier movement likely came from the specific products and changes in those tests, not the color. We would test the message and placement near the button before testing its color again.