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

Almost Certain Loser
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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

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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

Tests

Pattern #77: Ghost Buttons
Was Tested On Freshegg.co.uk by Luke Hay

Test #199 Tested on Freshegg.co.uk 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 (?)

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Zoom In
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A
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B

Get Access To See The Test Results

The Same Pattern Was Also Tested Here

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

Find Out How It Performed

Home & Landing Desktop, Mobile

  • Measured by visits to pricing page   |   p-val (?)

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

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

Get Access To See The Test Results

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

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.