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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T1: Orange Button
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 314 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-50x22.png [admin-width] => 50 [admin-height] => 22 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1.png [full-width] => 1744 [full-height] => 782 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-372x167.png [thumb_372-width] => 372 [thumb_372-height] => 167 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-980x439.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 439 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-32x14.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 14 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-48x22.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 22 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-64x29.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 29 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-128x57.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 57 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-122x55.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 55 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-153x69.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 69 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-130x58.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 58 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-232x104.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 104 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-544x244.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 244 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-271x122.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 122 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-271x122.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 122 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-272x122.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 122 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-372x167.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 167 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-372x167.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 167 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-385x173.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 173 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-416x187.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 187 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-448x201.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 201 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-896x402.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 402 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-574x257.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 257 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Orange_Button-1-776x348.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 348 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
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.


Experiment Documented by NextAfter

Question about experiment #163516

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.