A/B Test: Which Call-to-Action Button Color Increased Opt-ins 132.41%?


LeadPages Business Development Manager Brandon Lytle said something that struck a chord with me the other day.

He remarked that a call-to-action button isn’t just a little rectangle full of words. It’s “your virtual salesperson.”

That is, it’s the thing that asks your potential customers to buy or opt in. And just as you wouldn’t send your salespeople out into the field without thinking carefully about how they’re presenting themselves, you should pay close attention to how your call-to-action buttons appear.

This should make A/B testing your call to action buttons a high priority, right? We think so, and so did stock analyst Jae Jun of OldSchoolValue.com.

In this A/B test, Jae set out to find which button color would receive the most opt-ins: green or yellow.

Which version do you think increased opt-ins for this LeadBox™ by 132.41%?

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
Yellow 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 A created an overall increase of 132.41%
38% 62%

How People Voted

Click here to see our take on these results

If you chose Version A you are correct!

Version A, with a 100% probability of outperforming Version B, increased opt-ins by 132.41%.

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

  1. Yellow is commonly associated with caution, which may have subconsciously prevented some visitors from opting in.
  2. Green is traditionally associated with growth and money, and may have provided extra motivation to opt in.
  3. The progress bar in this LeadBox is also green, which might have made the LeadBox seem more cohesive and drawn attention to the fact that visitors are already “50% complete.”

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

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 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.


  • I was surprised that a color could have so much affect.
    I’ve read that just changing the color is *ahem* stupid, but I tried it anyways, and good thing I did because the results were outstanding.
    Like most people, I figured the contrast with the yellow would do better, but the continuity has something to do with it.

    • Daphne Sidor

      Yeah, it’s pretty amazing when an easy change like this can have such a big impact. Thanks for running such interesting and well-designed tests for us all to pore over!