AB Button Color Test for Conversion Optimization

Creating an AB button color test is very simple, and, in some cases, results can be surprising. What color a button should have on a website has been one of the long-standing debates in the world of conversion optimization. There are trends in society that are based on color. In fact, apart from the standard red and green that are used to dominate web design, now developers are using colors like light blue, orange, and even pink. We have found in some tests that purple increased conversion by 75%.

However, which one is the best color, is one of the concerns for many developers. The good news is that you can choose the most suitable color by testing different colors on the same page. A test like this was performed on Hubspot, and the results showed that each button color had a different impact when it came to the overall conversion of a page.

Here, red and green that are the basic and the most popular button colors were tested. First, they created a standard home page with a green colored button. Then they made a clone of that page and the only change in it was the color of that button was made red.

AB Button Color Test for Green and Red Buttons

Green Color Button

The green color goes with terms like ‘natural’ and ‘environment,’ and with its wide use in traffic lights, it also suggests the idea of ‘Go.’

Red Color Button

Red is traditionally used to communicate excitement, warning, passion, blood, and the stoplight at traffic signals. On top of that, it is eye-catching. However, it is not as often used as the color green is.

AB Button Color Test Hypothesis

Green means ‘Go’ and Red means ‘Stop.’ Do these connotations affect people’s decision to click? The hypothesis made was that even if there was a color that would be clicked more by users, this difference would be very insignificant.

Check out this great graph explaining colors:

AB Button Color Test - Graph Explanation of Colors

AB Testing

Relying on AB testing to turn out the right creative might be overwhelming at the very beginning, but you should remember that your main goal is to build something that can generate revenue for you. AB testing is the best way to do just that because it is simple, effective, and non-biased.

The good news is that you have a site that has traffic coming to it already.  So all you have to do is to choose a creative element and then, get started. It will help you convert that traffic into sales.

The Right Creative

There are plenty of creatives you could test. However, the essential ones are your email campaigns and your landing page(s).  The reason is that they are generally the two largest prongs of your sales force. They work on basic in and out principles. Your email campaigns go out to your customers. Your landing page is designed to bring customers in.  Each works differently, yet utilizing AB testing makes them much more effective.

Once you decide which creative to use, you must then decide which element to test.  If it is an email newsletter, you might want to test the placement of your call to action button, or specific color schemes. All of these elements can be tweaked to turn traffic into customers.  Make sure you are running a good analytics program so you can easily go over your data and make decisions later.

AB Testing Rules

AB testing for conversion rate optimization is one of the most important aspects of digital marketing strategy; it can make or break your marketing plan. As the conversion rate is considered to be the only measurable metric that correlates with ROI (Return on Investment), online marketers cannot afford to go wrong with it or take it lightly.

There are some rules that you should adhere to while conducting an AB test, to know what your users prefer and how they consume content.

Rule #1

Customer profiling is still the best way to target customers. In the digital era, every digital touchpoint provides an opportunity on a one-to-one basis, to learn more about your clients’ preferences.

Rule #2

If you are unaware of your current conversion rate then what is the probability that your future tests will be successful. Therefore, it is critical to establish a current baseline to measure against.

Rule #3

The reason you must perform AB testing on your unique content with your unique audience is that CRO is not a repeatable process. It gives different results every time so don’t expect uniformity.

Rule #4

Make it a point to test one variable at a time so that you may know which one caused the most conversions.

You might always want to make sure you test both the control group and the variable group at the same time.  Splitting traffic between these two elements will keep it steady and unbiased. If you test one before the other, you have introduced another variable. Maybe, the traffic increased because of the time of the month or a certain holiday. Testing both at the same time eliminates that.

It is relevant to keep in mind that with AB testing you are only testing one variable. That is why it is called AB testing. If you test two or three variations of on a product page or newsletter at once, you won’t have the idea of what makes the difference in traffic increase.  Sometimes, it might be item placement, some others it might be the color, or it might be the type of font you choose. To know decisively, you must only test one variable at a time.

Rule #5

Determine the most appropriate sample size. The accuracy of statistical results depends on sample size, percentage, and population size. If the sample size and population size are big enough, then we can expect high confidence level results.

Rule #6

Practice does make you perfect. You need to practice a lot to become champ at AB testing.

Rule #7

Employ usability testing! There are some low-cost and free services that offer usability testing such as Amazon Turk.

  • Amazon Turk gathers feedback through surveys in a short period. It’s inexpensive and scalable but may be perforated by artificial filters.

Rule #8

Collect as much data as possible. There is undoubtedly a lot of conflict between user behavior data and customer survey data. Behind the scene, data may not include certain aspects whereas actually many things may have happened to generate that particular result.

Rule #9

CRO is all about conversions. You just need to have a goal in mind and optimize your content around that goal. Everything else is a key performance indicator (KPI).

Rule #10

Focus on high impact tests to generate significant changes.

The primary benefit of using CRO is to deliver the right content to the right audience and encourage them to click the right button at the right time. By understanding your web analytics, you may find out your weak areas and improve your conversions. Once the tests are performed and evaluated, try to implement them to get the desired conversions.

At Bright Vessel, we can assess and help you optimize your website by applying the AB testing. Contact us for more details. We are always willing to help you improve your business.

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