Listing: Listing Page — Ghost Buttons
Hypothesis
If we test a similar change on our listing pages as rejected, we should be cautious
Test Results
Key Learning
Problem: The primary call-to-action on the listing isn't converting at its potential — design, copy, or placement may be the bottleneck.
What was tried: rejected this UI change (Jan 3, 2020). Rejection suggests the change underperformed the control
Why it failed: Not every CTA change improves conversion. Users may have preferred the original because it was clearer, more familiar, or better positioned.
How to Apply This to Your Site
This test showed that listing: listing page — ghost buttons hurt conversions. The change was tested on a category page page in the travel industry. Avoid replicating this exact approach — instead, consider testing the opposite direction or a more subtle variation.
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
Ghosts buttons. We know that this style of buttons is net negative based on this evidence-based pattern. So when Booking ran this experiment, it's no surpirse that it was eventually rejected - a predictable replication.
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.