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UI Testing Results for LessAccounting.com
written by Allan Branch on May 22nd, 2009
This experiment ran for 8 days on LessAccounting.com, using the Google Website Optimizer. This test was a follow up experiment after I tested the layout flipped. That experiment rendered a 2% conversion increase (from 10%-12%).
11.9% Goal Conversion
12.3% Goal Conversion
My Theory
With the "see a tour" styling as a link instead of a button there is more of a focus on the sign-up button. However there is less visual weight in general to that area. In my next experiment I am going to add some visual weight to that area and try to keep the focus on the sign-up button.Thoughts??
7 Responses to “UI Testing Results for LessAccounting.com”
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I agree with your theory. With equal weight to both buttons you may tend to read the whole text on both buttons as a sentence, and instead of going BACK to the beginning (Try it) you go with the last thing you read (See the tour).
How about flipping them – “See the Tour or Try Less Accounting Free”, and configured like the 2nd option. And do that one vs. a more visually weighted version.
This is an interesting post. I like these UI Testing posts and think you guys should do more of these. I wonder if changing the button color to orange may have increased conversions even further.
For me it is an interesting fact: - What numbers of clicks you have for that goal Conversions? So if you don´t have a basis of some 10.000 the difference is statistical not relevant. - How you can be sure that no User first click Take a Tour and after that tourning around and activate the Sign Up Button?
@Chris, the optimizer app will tell you when the experiment has enough results. Any number of improvement is good in my opinion. +.4 is significant over the course of a month.
@Chris @allan since the test here is conversion any way that you can get the user to sign up, whether they clicked through the tour is significant. I’m curious if a forced viewing of the tour would help or hurt conversion. In our business we’ve found that just because the customer ends up on the signup page doesnt mean they were ready to sign up, and the more info we give them the better.
@dave the goal page is post signup form, I do know what you mean. Do these extra signups mean added revenue. I want to say yes, but I have no facts to back that up.
Thanks so much for posting your results! I love reading about other tests people are running and the results they garner. Can you tell me what type of traffic the site received in that 8 days?
@William Lang – You know, when I first started testing sites I was warned multiple times that orange and red weren’t even worth testing because in most cultures they symbolize “danger” or “warning”, so I shied away. eventually I decided to try anyway. The test involved a green button vs. an orange button. The orange button showed an observed improvement of 60.1% over the green.
I’ve since included the button color test as part of other multi-variate tests and the orange wins most of the time.
You do have to factor in other things, though, like whether or not there is a lot of orange used in the rest of the page. Generally it’s just a good idea to make the CTA a different color than the rest of the site.