How different colored CTA buttons affect conversion
Experiment ID: #10162
Leadership Institute
Experiment Summary
Timeframe: 08/22/2018 - 09/07/2018
The Leadership Institute’s Campus Reform daily email, CampusWire, is sent from a template with bullet point lists of news stories. This email is a direct copy of what is sent each morning at 5am to major news outlets across the country. At the end of each email is a CTA button which leads to a donation page. They wanted to test different background colors on the CTA button because they didn’t want to deviate too far from the original template. They decided to test an orange button against the original blue button, and looked for the number of clicks on the CTA button itself rather than click through rate on the email, since there are several links in each email. The images below are just one of many emails that were sent during the experiment time frame. They hypothesized that the colors would make no real difference.
Research Question
Does the color of the CampusWire CTA button affect the number of people who click on the CTA?
Design
C: Orange CTA on CampusWire
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Orange CTA on CampusWire | 0.03% | ||
| T1: | Blue CTA on CampusWire | 0.04% | 18.8% | 32.6% |
This experiment has a required sample size of 720,954 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
With a .03% and .04% conversion rate on the CTA buttons, no real winner can be determined from this experiment when measuring only clicks. However, when comparing the number of clicks to the click through rate for each of the emails, the blue button did receive 35% more clicks with a 95% confidence rate. See the file “Test for CTA color on CampusWire stats” for details (https://docs.google.com/spreadsheets/d/1nFI5H606QoeCdA3Kql90NftVcw02kIFXW4dWpzJvOqA/edit#gid=1283200889). Going forward, the Leadership Institute will use a blue background on the CTA for CampusWire.