A/B Test: Which Call-to-Action Button Increased Opt-ins 25.4%?


Say you’ve got someone interested enough in your product that they’ve clicked through from your landing page.

You’ve retained their attention with a great LeadBox™ headline. You’ve piqued their interest further with a custom image. Heck, maybe your site visitor has even started to type in their email address.

Is this conversion a done deal? Not quite. There’s one more element that can either give that visitor an extra push or tip them away from opting in: your call-to-action button and the area around it.

In this A/B test, marketer Andy Fossett created two versions of a fitness-themed LeadBox™. One sported a green button and a standard message about keeping visitors’ email addresses safe—both common LeadBox™ practices. The other was a little more daring, with a magenta button and no message about information security at all.

Which version do you think increased opt-ins for this LeadBox™ by 25.4%?

Go down to the comments and tell us which one you’d choose and why—then vote below to see if you were right!

Vote to reveal the winning A/B-tested LeadBox™ and our analysis.

Vote: Which Page Won This Split Test?
1 What's Your Vote?
2 And the Winner Is...
Green Button, Anti-Spam Copy
Magenta Button, No Anti-Spam Copy
1 What's Your Vote?
2 And the Winner Is...
3 Free Guide
Free Download: See Results from 20 of the Best Split Tests We've Featured on Our Podcast, ConversionCast (Called "The Split Testing Encyclopedia of Results").
It Contains Dozens of More Split Test Ideas, Results, and Insights.)
Click Here to Download my Free Guide

PRIVACY POLICY: We hate SPAM and promise to keep your email address safe.

YES! Nice call!
Nope! Try Again Next Time!
Winner: Version B created an overall increase of 25.4%
49% 51%

How People Voted

Click here to see our take on these results

If you chose Version B you are correct!

Version B, with a 95.67% probability of outperforming Version A, increased opt-ins by 25.40%.

Although we can’t say with total certainty why this change caused the increase, here are a couple  of my speculations:

  1. The anti-spam copy in Version A increased anxiety by introducing a possible concern, reducing the number of opt-ins.
  2. The bright magenta button gives off an energetic vibe that may appeal to visitors interested in fitness.

Why do you think Version B outperformed Version A? Let us know in the comments!

Not all visitors are the same, but A/B testing your call to action buttons may be something to consider for your own LeadBoxes®.

Click here to get the free split-test guide

What Do You Think?

Did this test’s results surprise you? Why do you think Version A increased conversions so dramatically? Leave a comment below and let us know your thoughts.

If you’re new to LeadPages, you should know that all Pro and Advanced users can run any A/B test inside LeadPages in just five clicks.

Do you have a LeadBox™ like this one that you would like to test? If so, you can set up the exact same type of test in under a minute. You can also A/B test your headlines, text colors, images, form fields, and just about any other change you can think of.

Watch the quick video below for an introduction to enabling split testing on your LeadPages account.


  • Bagogas

    Interesting results, I would be interested in theories why the magenta had better results. I’ll admit that on gut reaction, my attention was given first to the magenta button, but I personally find the color less appealing than green, so I feel more “comfort” with the green. I also am the type that doesn’t find a negative in a security disclaimer. To me, that indicates that there was at least thought, if not actual action, toward it. Now, the reality is that we all process differently, and I could very easily be naturally in a minority that finds the magenta more “aggressive” or “angry” and not in the most positive way. Though I do notice that this site predominantly uses green buttons, so I’m probably not alone in at least my supposition of reaction to colors… 🙂

    • Daphne Sidor

      For sure—and just the other week, we had a split test where a green button caused a huge jump in conversion rate (tested against a yellow one, though). This test makes me really want to see two additional tests . . .

      1. A test that isolates the info-security copy—right now, it’s admittedly hard to tell which element, the color or the copy, was responsible for this increase.

      2. A series of tests where someone cycles through *all* potential button colors to find the ultimate winner. 🙂

      Thanks for weighing in!

    • John Nye

      Hi Bagogas! You have raised some great, well thought out points here! Button color best practices tell us that blue, green, and orange are pretty safe colors to use. However, the best color typically varies by business, the surrounding colors on the LeadPage® or LeadBox™, and even your product/service. For instance, green is commonly associated with growth, blue conveys honesty, and orange promotes enthusiasm. As for magenta, it is a color that is more closely tied to spirituality and balance. Because of that, I feel that could be the reason why magenta took the crown here!

  • Magenta definitely stood out to me. Also not knowing the site design, it could have been an out of place color that grabbed more attention vs the green. Also, green is associated with money but Magenta could be more closely associated with fitness and flexibility, though I have no studies to back that up. Just a hunch.

    • Daphne Sidor

      Agreed, Daniel—to me, at least, there’s something about neon colors that communicates energy and athleticism.

  • That’s weird – I thought green, as pink is often equated with females. And I thought the same as Bagogas (below) – most of the buttons on this site are green!

    • Daphne Sidor

      Yeah, this was a tricky one, Keely! Though there is a woman in the image and this product doesn’t seem like it’s only for men, so the magenta doesn’t really strike me as out of place there.