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The Power of the Add-to-Cart Button: How Color and Style Impact Conversions

My Experience Updating the ATC Button Design and How You Can Boost Your Sales

In ecommerce, small design changes can have a huge impact on conversions—and the Add-to-Cart (ATC) button is a perfect example. As one of the most critical elements on your product page, its color, size, and style can significantly influence how many people actually click it.


I’ve always favored a clean, minimal website design with lots of white space to let my products shine. For years, my ATC button was a simple white rectangle with black text, seamlessly blending into my aesthetic. But recently, curiosity got the better of me, and I decided to shake things up.


Here’s what happened when I updated my ATC button—and how you can use this insight to optimize your own.


Why the ATC Button Matters

The ATC button is more than just a functional element; it’s a visual cue that guides customers through their buying journey. Its design can subtly encourage—or discourage—a click.


Here’s why it matters:

  • Visibility: The button needs to stand out to grab attention.

  • Ease of Use: Its size and placement should make it obvious and intuitive to click.

  • Brand Alignment: The design should fit your brand’s aesthetic while remaining clear and actionable.


My Experience: Testing a New ATC Button

After years of sticking to my minimalist design, I decided to look to the ecommerce giant Amazon for inspiration. Why? They have teams of analysts and years of data to back every design choice they make—including their iconic yellow Add-to-Cart button.


I figured: If Amazon has perfected this, why not borrow some insights?


What I Changed:

  • Switched from white to yellow for the button color.

  • Updated the text color from black to white for contrast.

  • Used Amazon’s yellow hex code (#FF9900) as a starting point.


Why Yellow?

  • Yellow is associated with urgency and optimism.

  • It stands out against white or dark backgrounds.

  • Amazon has likely tested this color across billions of transactions.


The Results (So Far):While it’s too early to draw final conclusions (a proper test requires at least 10,000 visitors), the first 24 hours were promising:

  • Add-to-Cart clicks: Up 0.50%.

  • Sales: Also up 0.50%.

That may seem like a small number, but in ecommerce, incremental gains add up.

Why You Should Test Your ATC Button

Changing your ATC button may feel like a small tweak, but it can have a significant impact. The key is to test what works for your audience. What works for Amazon—or me—might not work for your brand.


Key Testing Variables:

  1. Color: Try contrasting colors like yellow, green, or even red (associated with urgency).

  2. Text: Test variations like “Add to Cart,” “Buy Now,” or “Get It Now.”

  3. Shape: Rounded corners versus square corners can subtly influence user perception.

  4. Size: Make sure the button is large enough to be noticeable without overpowering the page.


Tips for Testing Your ATC Button

  1. Change One Variable at a Time: If you’re testing color, don’t also change the text or shape. Isolate one change for accurate results.

  2. Run the Test for Long Enough: Aim for at least 10,000 visitors or two weeks to get statistically meaningful results.

  3. Track Metrics: Use Shopify or Google Analytics to monitor Add-to-Cart clicks, sales, and conversion rates.

  4. Iterate Based on Data: If a test doesn’t work, try another variable. Optimization is an ongoing process.


Action Steps

  1. Update Your Shopify Theme: Head to your Shopify dashboard to customize your theme. If you need help, check out this step-by-step video guide in the Hub. If you're a member, you'll wanna join! I’m obsessed with the science behind success, and I spend my days diving into the latest strategies and tools so you don’t have to. If you’re not a member yet, now’s the time to join! Get insider access to the research-backed insights, proven tactics, and innovative ideas I’ve uncovered—all designed to help you grow smarter and faster. Let me do the heavy lifting while you focus on what you do best: make stuff.

  2. Start with Color: Consider using a bold, contrasting color for your ATC button. Yellow, green, and orange are great starting points.


  3. Monitor Results: Track changes in your Add-to-Cart rate and sales after the update.


  4. Plan Future Tests: Next on my list? Rounding the corners of my button based on this case study by Science Says, formerly Ariyh.


Small Changes, Big Impact

Testing my ATC button has already shown promising results—and I’m excited to see where it goes after a few weeks. If you’re resisting making a change, give it a try! Sometimes, the smallest tweaks lead to the biggest surprises.


Remember: this is the difference between pushing a product and building a business optimized for success. By focusing on small, data-driven changes, you can create a smoother customer experience and boost conversions.


What’s your ATC button story? Let me know in the comments—or better yet, start testing today!

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