Pattern #77: Filled Or Ghost Buttons

Pattern #77  Tested 5 timesFirst tested by Luke Hay Recently tested by Andrey Andreev on Apr 17, 2024

Based on 5 Tests, Members See How Likely Version B Wins Or Loses And By How Much

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
Filled Or Ghost Buttons (Variant A) Filled Or Ghost Buttons (Variant B)

Expected Median Effects Of B

?

Progression

(5 tests)

-

Leads

-

Signups

-

Engagement

?

Sales

(2 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(5 tests)

Tested on

Tests

Replaced

Isolated

Test # 199 on Freshegg.co.uk by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Luke Hay    Sep 13, 2018 Test link

Find Out How It Did

  • Measured by clicks on any of the primary buttons

Zoom In
A
B
Home & Landing

In this experiment, standard (filled) buttons were tested against ghost buttons.

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Replaced

Isolated

Test # 243 on Goodui.org by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Jakub Linowski    Jun 05, 2019 Test link

Find Out How It Did With 25,046 Visitors

  • Measured by visits to pricing page

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Home & Landing

In this experiment, full red background buttons were changed to ghost buttons (red outline and transparent fill)

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Replaced

Isolated

Test # 307 on Volders.de by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Michal Fiech    Jul 17, 2020 Test link

Find Out How It Did With 53,618 Visitors

  • Measured by clicks on the secondary button

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Thank You

This experiment measured a shallow click goal on a button that would encourage to repeated the action that was just completed (in this case a contract cancellation). In the control version (A) a thank-you screen shows a filled button style, and the variant (B) there was a ghost button. As a note, I also flipped the A-B in this experiment for the purpose of matching it to our ghost button pattern, which means that Volders in fact was starting  out with a ghost button to begin with. 

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Replaced

Isolated

Test # 310 on Backstage.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Stanley Zuo    Jul 25, 2020 Test link

Find Out How It Did With 594,997 Visitors

  • Measured by visits to a detail page

  • Measured by membership sales

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Listing

In this experiment, the style of a button leading to view detailed casting calls on a listing page was changed. In version the style was a filled high contrast blue background, and the the B variation there was a feint "ghost button" style. 

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Replaced

Isolated

Test # 526 on Online.metro-cc.... by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Andrey Andreev    Apr 17, 2024 Test link

Find Out How It Did With 896,009 Visitors

  • Measured by completed searches

  • Measured by completed purchases

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Global

In this experiment, a feint gray background search bar was replaced with a higher contrast one containing a blue border and a filled blue color button style.  Impact on searches and purchases was measured. (Inverted to fit the Filled-vs-ghost button pattern).

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Leaks

Leak #39 from Booking.com   |   Jan 3, 2020 Listing

Booking A/B Tests Ghost Buttons, But Their Hopes Fade Away As Predicted

A - Dec 18, 2019
B - Dec 18, 2019 REJECTED

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. View Leak

-0.5 Evidence

Leak #106 from   |   Apr 17, 2024 Global

Etsy A/B Tests This High Contrast Button Style

A - Oct 11, 2023
B - Oct 11, 2023 IMPLEMENTED

Etsy ran a little A/B test where they probably tried to encourage more searches with the help of a stronger visual cue in their search bar. Instead of using a  ghost-like icon only approach for the primary search, they stylized it as a high contrast button. Fast forward a few months and it now looks like the variation was implemented.  View Leak

-0.5 Evidence

For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.