Pattern #77: Ghost Buttons Save Pattern Bookmark
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
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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
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Engagement
Ex: Any Action / Visit
(2 tests)
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Conversions
Ex: Signups, Leads
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Sales
Ex: Transactions, Upsells
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Revenue
Ex: AOV, LTV
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Retention
Ex: Return Visits
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Referrals
Ex: Social Shares
Leaks
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.