CaringBridge
How changing the color of a button impacts site follows
Experiment ID: #163516
CaringBridge
Experiment Summary
Timeframe: 11/07/2023 - 11/09/2023
In an effort to increase site follows, we decided to create a treatment that would draw more attention to it. The current button seemed to blend in with the design and might get lost when someone is scrolling through.
Research Question
We believe that making the “Follow Site” button orange for site visitors will achieve an increase in follows because the visibility of the “Follow” CTA has increased.
Design
C: Control
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[date] => 2024-01-19 21:17:27
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence |
---|
C: | Control | 2.9% | | |
T1: | Orange Button | 3.1% | 6.1% | 99.9% |
This experiment has a required sample size of
71,263 in order to be valid. Since the experiment had a total sample size of
376,504, and
the level of confidence is above 95% the experiment results are
valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average
gift).
This experiment produced the following results:
0% increase in traffic
× 6.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
Making the “Follow Site” button orange increased its visibility and led to a 6.1% increase in site follows. This result was statistically significant with a 99.9% confidence level.
These findings indicate that the hypothesis was correct and that changing the color of the button to orange successfully drew more attention to it, resulting in higher engagement and more follows.
In future experimentation, it would be beneficial to consider the following:
Continually test different design elements to optimize user engagement. Color choice may have drawn more attention to it but there is more testing that can be done around the value proposition copy surrounding the button.