SAP’s Button Color Test
|Actual Test Results:(Click back to see Versions A & B)
Version A, the green button, increased sales conversions in SAP’s online store by 14% at a 90% confidence level.
SAP’s in-house optimization team conducted this test using Adobe Test & Target. The test ran on all pages of the store concurrently. The add-to-cart button was the only element to change.
This test ran three total variations; the third was a similarly-sized orange button — but it didn’t have a cart icon. Despite standing out on the page far more than the other colors, it performed nearly identically to the losing blue button. This may indicate graphics on a button are more important than an eye-catching color.
Button color tests are often viewed as the lowest common denominator test in the CRO community. However, we think this test is worth noting because it refutes American marketing color ‘psychology’ guidelines which say blue is safe and trustworthy while green may remind one unpleasantly of price and money.
Because this test’s confidence level is below industry standard at a 90% confidence level, there is an increased chance for a false-positive. Nevertheless, we feel the test is a nice reminder that small changes can have an astounding impact on your bottom line.
Click Here to See Another Button Color Test
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