Checkout: Filled Or Ghost Buttons
Hypothesis
If we implement Filled Or Ghost Buttons on checkout pages, then conversion rate will improve because this is a repeatedly validated UX pattern.
Test Results
Key Learning
Problem: The primary call-to-action on the checkout isn't converting at its potential — design, copy, or placement may be the bottleneck.
What worked: has been validated across multiple real A/B tests. The evidence (4.0) suggests it is Very Likely better. Use this as a high-priority test hypothesis backed by industry meta-analysis.
Takeaway: Even small lifts compound — across thousands of sessions, this adds up. CTA changes are fast to iterate — test variations of copy, color, size, and placement independently to maximize this.
How to Apply This to Your Site
This experiment demonstrated that checkout: filled or ghost buttons can improve conversions. The test was run on a checkout page in the cross-industry industry.
Before you test: Consider that cta tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
Testing whether Filled Or Ghost Buttons improves conversion performance. Based on 4.0 evidence points, version B is Very Likely better. Applicable to checkout, global, home-landing, listing, thank-you page types.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Listing: Visible Payment Options
Context: The primary call-to-action on the listing isn't converting at its potential — design, copy, or placement may be the bottleneck.
Product: Single Or Alternative Buttons
Context: The primary call-to-action on the product isn't converting at its potential — design, copy, or placement may be the bottleneck.
Listing: Filled Or Ghost Buttons
Context: The primary call-to-action on the listing isn't converting at its potential — design, copy, or placement may be the bottleneck.
Checkout: Sticky Call To Action
Problem: Key actions on the checkout disappear as users scroll, creating a gap between intent and the ability to act.