An A/B Test That Shows the Value of Color

For part of our franchise selection experience, we use a “jumper” as one of our calls to action. Essentially when a user selects one of the franchises on our category pages, a bar “jumps” down from the top of the page to ask them to take them to a lead form:

We thought that the gray we originally used for the jumper may have been a bit blah. We really needed a user’s eyes to jump to the top of the page, so we ran a test where we sent 1/3 of each of our traffic to a webpage coded up with a jumper of a different color.

Control (Gray):

Test 1 (Bright Yellow):

Test 2 (Sky Blue):

Any guesses as to which one won? (Ok, you could definitely cheat by looking at our website...)

Here were the results:

Can you believe it? 30% higher conversions from people who were shown the bright yellow.

Can you imagine having a 30% more efficient strategy simply by changing the color of something? The answer is YES!

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