Usability Testing Enhances Website Design
- Order button color can have a significant impact on response
- A large publisher with hundreds of information products ran a big test
- Be among the first 10 readers to post the winning order button color and I’ll send you an Amazon Gift Certificate absolutely free!
Like Alias’ Jack Bristow, “I’ve been trying to have more fun.” I suspect you may need a little more fun in your life, too. With that in mind, I thought we could do a little reader participation contest today.
The Test: A large publisher was using a fire-engine red order button with white letters (see order button #1) throughout his online store. The site had a very clean blue and gold color scheme with a white background and black type. Full color product shots were available for all products.
He had read that “response red” was the order button color that would draw the highest response rates. Being a guy that would test everything, conventional wisdom be damned, he decided to test the three alternate order button color combination’s (red/white, green/white, yellow/black, orange/black) shown below:
Results: The test was run for a full week with order button click-through for all four versions in the thousands. Compared to the loser, the winner increased response and revenues by 27 percent.
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Post your answer with a brief explanation. I’ll post the actual results of the test next Friday. If you’ve run a similar test, post a brief run down of your test and the results. If you’d just like to make an educated guess, go for it!
Bonus: The first ten posts to identify the winning order button color will receive an Amazon Gift Certificate—plus my eternal gratitude and respect.
Lessons: Fun is good; and some things in life really are free!
Note: As always, the details of the case have been modified to protect the identity of the publisher and their program. Void where prohibited by law or any other buzz kill. Mequoda Group, LLC is an Amazon.com Associate.