Winner
Low confidence
Zalando: Product Page — Black Add-To-Cart Buttons
Zalando ran a simple experiment on their product page where they challenged their existing orange add-to-cart button against a black one. One month later, the black button was rejected even though the black one had a higher contrast ratio. [UPDATE: the outcome of the experiment was flipped with black being the eventual implementation]
Hypothesis
If we test a similar change on our product pages as Zalando tested, then our conversion metric will likely improve based on their implementation decision.
Why This Works
Key Learnings
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