I’m one for looking further in to design more than just the surface aesthetics. I like to know the reasons why things have been done in a certain way. I regularly ask myself questions like;
- Is that there for a reason?
- Would I read and take note of that text?
- Does that color affect my decision to do something?
I’m currently working on a set of projects which are all linked. Each project is pretty epic, not because of sheer size but more because of the importance of the data they present. I’ve been asking myself the three questions above every time I sit back and look at the design. I’ve been researching persuasive text and the theories behind what text people read against text that people glance over and take no notice of. These theories are easy for me to understand as I have a huge interest in psychology and neuro-linguistic programming anyway.
Placement and content organization/structure is another area which I understand very well, if you want to read more about the subject you can find a great article on Web Designer Depot.
This leaves me with Call to Action buttons, the one area that I’m not expertly knowledged in. I’ve always wanted to be, I’ve always wanted to test designs by doing A/B testing but have never been in the situation to do so until now. Just the other day I tweeted about the subject to get some clarity from my twitter followers. I’d sat playing with the same call to action button for about an hour, working the right color in to the design I was creating. I sat back and thought, “What happens if this color doesn’t invoke the action I want?” I wanted to know if there was a specific color which converts more than any other. I was greeted with a series of links, specifically from @JohnONolan which said that the color red has a higher conversion rate. I was taken back as I would have took a wild guess that green would have been the better color as it’s usually linked with ‘go’.
Evidently there is something behind a green call-to-action button as the likes of 37Signals Basecamp website and Squarespace use green. I couldn’t even think off the top of my head who uses a red call-to-action button so went on the hunt and found Carelogger who were showcased in an article and Performable.
There is definitely something behind this red call-to-action but though, out of the tests that I could find the red button could out do the green button by anyway near to 20%. That’s a huge number of extra conversions for whatever type of service you’re offering.
I will test this myself when we launch the current project and split test against using a green / red call-to-action button, it would be great to hear your own thoughts about test you’ve done or case studies you have read. Below are a few articles which I found on the subject.
- UX Booth’s Good Call To Action Buttons
- Performable.com’s Red beats Green
- Performable.com’s Red vs Green Buttons Redux
If you want to hear more about the subject in the future, be sure to follow me on Twiter.