[Split Test Results] Changing Website Colors = 50% Bump In Conversions

Hey, this is Jeff Wenberg from LeadPages. We’re very fortunate here at LeadPages to have a lot of different split testing data shared with us by our users. Now we don’t like to name drop, but a lot of the top marketers across a number of industries have chosen to use LeadPages, and we’re privy to a lot of really amazing data which shows us what’s working right now. At their request, we can then roll that info back into the templates a lot of times without you even knowing about it. This helps to keep LeadPages as effective as possible.

Today’s split test has been donated by James Shramko, and James Shramko is one of our favorite LeadPages customers, and has told more people about LeadPages as anyone we could think of so a huge shout out to James. If you haven’t been to James’ website, please click on the link below to go check him out, and also, James is doing a live event called Fast Web Formula 4 Live, which is happening in Sydney, Australia. Our co-founder Clay Collins is going to be speaking at the event, and if you hit him up at the bar after watching this video, he’ll personally buy you a beer, so I definitely encourage you to check out Fast Web Formula 4 Live, which is linked below this video, and also James’ website, which is linked below this video as well.

James recently sent us his split test data, and we’re going to break down this data so you’ll know what it means and why it’s important. So this data shows a split test between these two pages. Both of these were created in LeadPages, and this is the control or his previous best, and this is the page that was tested against. What James was testing was whether conversions would go up if the page were customized to look like his blog versus the out-of-the-box template in LeadPages. Now this is something that’s very important to test out. You can see that James matched the background to his blog with the same type of color. The colors of the headline box go with it, and the red get this training box also goes with the site. A rule of thumb for conversions is things work incredibly well if they either extremely blend in or extremely stick out. In most cases, our templates out-of-the-box will be people’s customizations, but sometimes, people’s customizations can make a big difference in this case.

When James made his opt-in box blend in with the rest of his blog, he got a 55% relative increase in conversion rate just by doing that. You can check out the winning design by clicking on the link below this video, and you can take a look at how James designed the landing page to match his blog. This is a statistically significant number and I would definitely encourage you to try a similar test. For LeadPages customers here’s how to customize this template so you can try a similar split test on your own. For an example, I’m going to say that I’m creating an opt-in page for Coca-Cola’s new marketing campaign they’re doing. I’ll use this page as the page I’m trying to match. I’ll start with the background image and select one that matches it close as I can. Now we’ll select all the different colors to match those as close as we can. If you have a branding document that list a standard colors of your brand, you can just cut and paste the codes into the boxes or you can use the sliders to find the closest color. Then you’ll need to find the closest font, then you can integrate with your auto responder service, enter in your text for your headline, for your subhead, the description, email field, and button text, and when you’re done, you click on save page. You’ll name it, then with a few clicks, you’ll be able to deploy this page using our servers, WordPress, Facebook as a Facebook tab, or you can download it and put it on your own servers.

Again, we’d like to thank James Shramko for sharing this data with us. Please do check out this information below this video. My name is Jeff Wenberg, and I hope you found this information useful. I’d like to thank everyone out there that’s watching this video. Take care.

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  • Charles E Gaudet II

    I am enjoying testing Lead Pages and watching your videos… but I think it’s really important to note that anything less than a few hundred visitors really isn’t “statistically significant”. That being said, if I had to bet a dollar – I would say the customized landing page you showed on the video would, in fact, remain the winner due to the simplicity of the design …

    • Thanks for your kind words.

      That was an early finding. After several more days the data held up.

      On another point, statistical significance isn’t about the raw number of instances. It’s a mathematical formula that determines whether or not your findings are due to chance (i.e. random variation) or due to a real difference: http://en.wikipedia.org/wiki/Statistical_significance

      In some cases, where the difference is huge, you can gain statistical significance even with a small sample size. Which is what happened here early on and what played out as this test continued.

      • Charles E Gaudet II

        Thanks Clay – I hate being “that guy” posting a potential controversial comment – so I can appreciate your response. You rock!

  • Great share James – I’ve personally been jumping back between more unique/colorful designs to the simplistic layouts and personally the simplistic (not graphical) layouts have increased my conversions greatly.

    I definitely appreciate what you guys are sharing here at LeadPages and good luck with sharing your product out to the world!

    • I just beat this test by removing the blue bar – a White Top matches my site even better.

  • tomfairhall

    Great share of information from The Master which I’ll get my team to implement.

    • Great. Please do share split test results when you get them.

  • Patrick ONeill

    Lol Jeff! Nice, I like you volunteering Clay’s wallet for free beers at the FastWebFormula4 get-together! Lol, sweet!

    Bought Lead Pages at a recent webinar with Mike Cowles and Clay. Outstanding stuff! I liken it to The Model T automobile coming along while people were still riding horse-drawn carriages. Soon, not a carriage in sight, and the poor buggy whip salesmen were broke.

    Groundbreaking stuff, and very affordable, IMHO.


    • Thanks so much for your kind words, Patrick! Really appreciated. And I’m so glad that you’re enjoying LeadPages.

  • Jeff

    Very Cool

  • Nick Martin

    Guys. This isn’t a valid test. Like Charles says above this test is neither statistically significant according to the tool that was used (Visual Website Optimizer shows 92% in the video and you need at least 95%) nor is the number of conversions high enough. A good rule of thumb is that it needs to be more than 25*(the number of variations) which in this case means 50 conversions each. This test therefore had quite a long way to go before declaration. I’ve seen what looked like even more significant wins in the early days come back to a negligible gain / loss at times as more data comes in. Annoyingly statistics likes to play with you when data sets are small.

    • I’m regretting showing the data. It was an early snapshot and a week later it still held up with a 95%+ level of confidence. I made the video based on how the test ended.

      • what Clay said. The test ended up winning statistically.