Talk to a humanEvery primary button on the site, from add to cart to checkout, switched from yellow to green for better contrast. See how it changed orders.
Switching Buttons From Yellow to Green Shows a 4.6% Conversion Rate Lift
Goal
Click-through rate
Result
+4.6% Conversion rate
Category
Other
Outcome
Positive signal
Before
After
If we change the primary button color from yellow to green, then click-through rate on calls to action will increase because better contrast makes buttons easier to see and use.
What We Changed
- Changed all primary buttons, such as Add to Cart, View All and Checkout, from yellow to green.
- Set button text to white or black based on contrast needs, in line with accessibility guidelines.
- Adjusted hover and active states to match the new green.
- Left secondary buttons unchanged.
The Results
How the new version compared with the original, across all devices.
+4.6%
Conversion rate
+5.0%
Add-to-cart rate
+2.8%
Orders
Key Learnings
- Conversion rate rose 4.6% and add-to-cart rate 5.0%, without reaching significance, so treat this as a signal, not proof.
- Mobile gained most, with conversion rate up 7.3% on mobile, while desktop conversion rate fell 6.8%.
- On click-through rate, the metric the test was set up to measure, green had a 98.2% probability of beating yellow, but clicks matter less than orders.
- Average order value dipped 2.2%, so revenue per visitor rose only 1.7%.
Detailed results breakdown
Conversion rate
+4.6%
Add-to-cart rate
+5.0%
Orders
+2.8%
Revenue per visitor
+1.7%
Average order value
-2.2%
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