Optimizing landing pages – Can button color increase results?

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When optimizing landing pages of course there is more to it than just swapping out a call to action button to increase the results. But often times it can be that simple.
Today we are going to look at yet another case study where a call to action button had an impact on the conversion rate.

Optimizing landing pages – Can button color increase results?

On this particular campaign the company recently made a complete redesign of their main landing page, the home page.  As a result we had a ton of work to do to get the most out of the new design.
One caveat is that we never recommend just redesigning your site without testing.  Before this company officially pushed the new design live we tracked it on 30% of their traffic to get a gauge of the impact it will have.  Since they receive quite a bit of traffic (hundreds of thousands of visits per month) we didn’t want to just push it live to 100% of the traffic in case the design had negative impact.
The new design passed with flying colors in terms of engagement, click through, and actual leads generated compared to the old home page and is now receiving 100% of the traffic.
When optimizing landing pages particularly a redesign, once you have a winner, it is now time to do incremental testing to find out what elements of a typically busy home page have the most impact on key performance indicators.
One of the incremental tests we ran on this page was the top navigation “free trial” button.  The main call to action buttons were all green throughout the rest of the page with the exception of the top button which they designed as orange.
orange
 
 
 
In an effort to maintain some congruency in the main action points we tested this button to match the other main action steps.
green
 
 
 
When optimizing landing pages it is all about finding a level of consistency and congruency as well as taking the visitors down a path of least resistance to the end goal you want them to reach.
The result of this test were…
results
 
The slight change in button color resulted in an increase in free trial signups by more than 12%.  12.4% to be exact.
Considering again that their home page gets hundreds of thousands of visits each month, a 12% increase in new trial customers has quite a big impact.
For every 10,000 visits with the orange button they would generate 77 free trial customers.
With the green variation they will receive roughly 86 free trial customers.
Keeping in mind that a free trial customer is typically worth thousands of dollars for this particular company I would say optimizing landing pages has paid off.
Pay attention to the little things on your site and the incremental changes, especially after a redesign, when optimizing landing pages to get the most.
Find out what your visitors respond to most, what they don’t like, and watch your results skyrocket.
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If you need help finding new test hypotheses to make incremental changes to your redesign, be sure to reach out for your no obligation strategy session.