Best color for Add to Cart/Buy button [Industry stats]

Best color for add to cart button and buy button

When it comes to driving conversions on your e-commerce site, the color of your call-to-action (CTA) buttons can play a significant role. In fact, studies have shown that certain colors can evoke particular emotions and influence behavior. One of the most important CTA buttons on your site is the "Buy Now" or "Add to Cart" button. So, what seems to be the best color for the "Buy Now" button? The answer is not straightforward, as it can depend on your brand identity, the color scheme of your site, and your target audience.

Let's talk action buttons 

Add to Cart/Buy button is the main touch point between you and your customer. Everything you do is to force the visitor to click this button.

Now, there has been a lot of talk about call to action buttons (including buy buttons in e-commerce).

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The one side is actively testing the button colors and reports various conversion rate improvements (from legit 130% to questionable 300-400% increase). The other side is saying that there's no use in testing only the color of the button, as we should go deeper in what we offer to our website visitors.

As always, the golden truth is somewhere in between. Indeed, you can't expect your business to skyrocket just because you've changed the buy/add to cart button color. This button works in collaboration of all elements the customers sees on your page.

Best color for add to cart button and buy button

But the color does mean something, and we can't ignore that.

To a some extent I was curious to know which colors are mostly used on popular e-commerce stores. To break the mystery, I visited several hundreds of e-commerce stores and looked which button colors they were using.

How we picked websites to analyze Add to Cart/Buy button colors

  • All the sites were picked from Alexa's Top Shopping websites (Global), which means the sites are mostly one of the most popular stores
  • The site button color was counted only if the site was actually working, selling anything, and the product was in stock (no pre-orders, back-orders, 'see in stores' or other options were counted)
  • Only the product page buttons were counted. Pop-up, category or search pages buttons and such were not included into the stats
  • Simple checks were performed to avoid vivid A/B testing differences. However, we assume that some of them still could be missed and counted as well

What's the best color for Add to Cart/Buy button? The results

As we see, red is the most popular button color among the reviewed websites. Green, blue and orange are very close, altogether making around 74% of the total.

Best add to cart and buy button colors

To see if the results differ in various industries, we looked at websites in three categories - electronics, food, and clothes.

In electronics, the results are rather close to the general ones - red is the most popular button color. Red, green, blue and orange are the leading choices here, but the blue color has a smaller share this time.

Popular add to cart and buy button colors in Electronics

In clothing, we see a complete change of leaders. Black is new new black! What is more, the share of the 'other' section is bigger: here went pink, violet, purple, brown, white and other colors, getting 1-2% percent each.

Also, the clothing category had the most variety of the 'other' section, if compared to other viewed categories.

Popular add to cart and buy button colors - Clothing

And the last but not least - food category. Again, red is the leader here, plus an unusual color - pistachio - is also among the most popular add to cart and buy button colors, too. Notice that blue colors weren't popular in Food at all.

popular add to cart buy button colors - food

How you can use the stats for you business

  1. It's good to know the general tendencies and notice if they change with time.
  2. If you want to change or choose the color for your button, you can start with these options. For example, it's vivid that it's not advisable to use brown, or white (transparent), or baby pink.
  3. You can also use these button color options if right now you have no time, knowledge and effort to perform A/B tests, or research competitors, or perform a deep analysis of your product page and how its elements are interacting with each other and with your visitors.

When testing, think about the color theory and the mood you're going for as some colors have proven to be more effective than others. For example, red is known to create a sense of urgency, while green can imply safety and relaxation. Blue is a popular choice as it's associated with trust and professionalism - just think about such online brands as LinkedIn, Zoom, Skype. Orange is an attention-grabbing color, making it a good option for sites with a playful tone.

Ultimately, the best CTA colors or best color for "Buy" button will depend on your specific context. Testing different colors and monitoring their impact on conversion rates can help you find the ideal option for your site. And never stop testing and pivoting! Using someone's best practice as a gateway, always find a way to see what works for your audience and try different variants.

March 13, 2022
March 17, 2022
March 3, 2023
February 7, 2018
Thats a wonderful research you have done here Ksenia. Thanks. I was searching for some factors to create a perfect sales landing page for my client. You have just what i want here :) Surprised. Cheers. Robin.
Alina Bragina
April 13, 2018
Hi Robin, thanks for your feedback! We're happy to know the post was helpful for our readers. All the best!
Event Food Service
July 17, 2018
I think it all has to do with the color scheme on your web page. As long as it blends in and does not look too spammy and its a product people want it should be okay. If unsure split test !
Michael John
December 29, 2019
Great article, I am using the Yellow button on the product pic & blue button on the product Table and it improves my conversions. Regards -Michael
Alina Bragina
January 4, 2020
Hi Michael, thanks for the feedback!
March 6, 2020
thanks alina for your this amazing content but i have a question whats color if you have general store ?
Polina Litreyeva
March 9, 2020
Hi, Asaad. Thanks for your comment! In general, red is the most popular color for these buttons in e-commerce.
May 21, 2020
Thank you so much for this article
Polina Litreyeva
June 16, 2020
Hello there! Thanks for reading and commenting! It's good to know that our article is helpful!
May 28, 2021
Hello there, mind to share if for medical supplement and herbs market? Thanks !!
Vladimir Derachits
June 8, 2021
Hi Lucas! Thanks for commenting. We'll try to see if we can cover this question in the future articles.
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