A/B Test: Did a Green or Orange Button Increase Opt-Ins by 86.41%?

Ask a group of marketers about the best color for a call-to-action button and you may come back with as many answers as there are marketers.

Green means money. Yellow gets attention. Blue conveys trust. Orange adds energy.

The only hard-and-fast rule about button color seems to be that the best color should stand out against its context (without clashing).

But which button color is best in the context of your landing page? That’s where A/B testing comes in.

In today’s A/B test, business coach Jeanine Blackwell tested two versions of a landing page for her free e-book: one where the button was orange, and one where it was green.

Both colors worked well with her page’s color scheme—but one of them increased the conversion rate 86.41%. Was it orange or green?

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 LeadPage® and our analysis.

Vote: Which Page Won This Split Test?
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2 And the Winner Is...
Orange Button
Green Button
1 What's Your Vote?
2 And the Winner Is...
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version B created an overall increase of 86.41%
54% 46%

How People Voted

Click here to see our take on these results

If you chose Version B you are correct!

Version B, with a 99.99% probability of outperforming Version A, increased opt-ins by 86.41%.

Although we can’t say with total certainty why this change caused the increase, here I believe positive associations around the color green may come into play. While both green and orange stand out from the rest of the page, green has a stronger cultural association with grown and wealth. That may be especially appealing on a page about making 6 figures in business.

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 LeadPages®.


What Do You Think?

Did this test’s results surprise you? Why do you think Version B 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 LeadPage® 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, body copy, images, 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.


More About A/B Testing LeadPages®

A/B Test: Which Ultimate Button Color Increased Opt-ins by 68.32%? For another example of the power of A/B testing LeadPages®, check out this call to action button test.

4 Ways to Optimize Your Split Testing Strategy for Better Results and Crystal Clear Insights A/B testing has become one of the easiest ways to increase conversions. Learn how to optimize your A/B testing strategy for better results and insights with these 4 simple tips.

  • Eric

    I got this wrong. I felt like I wanted to click the orange one more. I think your conclusions are correct, money and green go hand in hand.

    • John Nye

      Don’t feel bad, Eric. Orange buttons are very commonly used and have shown to outperform other colors.

      Thanks for weighing in!

  • Susan LaCombe

    Interesting some things don’t change. Sherpa did this test years ago. I guessed orange then…so knew not to make that mistake again!

    • Daphne Sidor

      Ha, nice work, Susan! I’m sure there has to be a test somewhere out there where orange worked better, but it’s sounding like green may have more of an edge overall.

  • Sample size?
    Test duration?
    # of conversions?
    Traffic source?

    • John Nye

      Hi Oli!

      At the request of our customers, we do not provide all of the information you have labeled. However, with this particular test, I can share that the traffic source was a Facebook ad. Sorry I can’t include any more than that! :-/

  • What was the test hypothesis and learning objective?

    I agree that color physiology has an impact on conversion. (My 4-point model depicted below covers how to magnetically draw the eye to a CTA button based on color science. Deck: http://j.mp/1NANKys) Since it’s PHYSIOLOGY, and not customer preference/behavior insights, I see it as a usability guideline versus testing opportunity though.

    • Color A/B tests can be misleading for folks new to conversion optimization. There’s not quite enough dominant color in the AB test example above to invoke physiology or psychology tricks, which leaves subjective preference and context factors to pollute the results.

      Just want to encourage folks reading this to test hypotheses that optimally produce meaningful, scalable learned customer insights. Although any legit test win is nice, learned insights are what raise the bar for progressively better, smarter marketing. << That all starts with a CRO process and strategy. (Color A/B tests rarely rank high enough amongst scored hypothesis options to be prioritized, and one test isn’t enough to prove a hypothesis.)

      • John Nye

        Interesting chart, Angie—thanks for sharing! I definitely agree that there isn’t enough here to make any across-the-board recommendations (but if the tester were thinking about overall color branding for her web presence, this could be one data point to help decide between blue/orange and blue/green). And absolutely: the best tests are the ones you can use to strategically test hypotheses and improve your entire marketing strategy.

        Maybe Jeanine will be able to stop by and shed some light on her hypothesis/objective here.