(Using Performable's tools, all analytics and conversion data were automatically gathered, so we could watch along as the results rolled in.) In total, we had over 2,000 visits to the page, and for each visit, Performable recorded whether someone clicked on the button or not. We ran the test over a few days of traffic. I assumed that the results of this test would show what we’ve seen in testing before - that the major difference between good and poorly converting pages was the message the page was communicating. I could imagine that one color might be more appealing or grab the user’s attention better than another, but that the overall conversion numbers would be overwhelmed by the overall message of the page. My hunch was that even if one color performed better than the other, the difference would be small. So, which color would convert more people to click? Would it be green, which connotes “Go,” or red, which connotes “Stop”? Would those connotations actually affect whether or not people clicked? Red, in general, is not used as a button color nearly as often as green. It is also used as the color for stopping at traffic lights. The color red, on the other hand, is often thought to communicate excitement, passion, blood, and warning. (Although I’m not sure how this happened.) Red Green is also heavily used at the moment, being the chosen hue of many web 2.0 websites. Green connotes ideas like “natural” and “environment,” and given its wide use in traffic lights, suggests the idea of “Go” or forward movement. Green was also in Performable's color scheme (along with black and gray), so a green button fit a bit more nicely into the page design. You can see the two pages we tested below:Įach of the colors we chose - green and red - have interesting connotations. If there was some conversion difference affected by the button color, the idea was that we would see it in this test's results. The only difference was the hex value that determined the color of the button. The content, message, and graphics were exactly the same on each page variation. I did not change anything else on the page. Then, I cloned that page (created an exact copy) and changed the button color to red. The colors we chose to test were green and red. First, I created the normal home page with the green button color I had originally designed. Button color had a big effect on the overall conversion of the page. Back in the day, we ran a button color test on the home page of Performable's website, and the results surprised us. Fortunately, button color is extremely easy to test.
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