Pattern #77: Ghost Buttons

Pattern Author: Luke Hay - Conversion Services Director @ Fresh Egg

Based on 2 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
Almost Certain Winner
Ghost Buttons
  1. Ghost Button Contrast

    The idea with ghost buttons is to use a transparent fill along with a button border (instead of a color filled button). But does this popular style have a positive or negative impact?

Median Effects



Ex: Any Action / Visit

(2 tests)



Ex: Signups, Leads



Ex: Transactions, Upsells






Ex: Return Visits



Ex: Social Shares


Pattern #77: Ghost Buttons
Was Tested On by Jakub Linowski

Test #243 Tested on by Jakub Linowski Jakub Jun 05, 2019

Find Out How It Performed

Home & Landing Desktop, Mobile
  • Measured by visits to pricing page   |   p-val (?)


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

Get Access To See The Test Results

The Same Pattern Was Also Tested Here

Test #199 Tested on by Luke Hay Luke Sep 13, 2018

Find Out How It Performed

Home & Landing Desktop, Mobile
  • Measured by clicks on any of the primary buttons   |   p-val (?)


Get Access To See The Test Results


Leak #39 from   |   Jan 3, 2020 Listing

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

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

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.