Actionable Optimisation #16 – Ghost Buttons vs Solid Buttons

 August 25, 2020

By  Will

Should You Use Ghost Buttons or Solid Buttons?

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This is one that gets to me a bit, as I’m confident 99% of the time ghost buttons are used because a designer said ‘this looks pretty’.

Yes they do look good, but ghost buttons for the most part, are less noticeable, less clicked, and therefore, less effective.

CXL ran a pretty comprehensive set of tests which you can find here. They found that ghost buttons took longer for people to click, and were less noticeable on the page (especially if not placed in the middle of the screen like in the example below).

However, as always it’s important to test it for yourself. These buttons may work better in the context of your site design, they may resonate with your target audience better, and as long as the end result is better, that’s what really matters.

And that’s the important thing to consider when testing. How has the result of the test impacted your macro-KPI? Does the button drive fewer signups or customers? Boohoo, does it drive higher revenue overall? That’s what you should care about shouldn't it?

Are you using ghost buttons? Have you tested them? If not, why not? They’re one of the easiest tests you can run, and could potentially have quite an impact on your business.

16. Ghost Buttons


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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