[Split Test] Which Text Color Increased Conversions by a Whopping 121.52%?

Can a detail as simple as text color really affect a page’s conversions by nearly 122%? In this case, the answer is yes.

Here, we have a split test that John from OptFirst Web Marketing ran to determine if white text or tan text would perform better on their landing page for a luxury property in Miami. John and his team tested two different colors for their body copy:

  • Version A: White text
  • Version B: Tan text

Which text color do you think boosted OptFirst’s conversions by 121.52%?

Vote below to reveal the winning split test page and our analysis.

Vote: Which Page Won This Split Test?
1 What's Your Vote?
2 And the Winner Is...
White Text
Tan Text
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 121.52%
58% 42%

How People Voted

Click here to see our take on these results

If you chose Version A with the white copy, you are incorrect. Don’t worry, we were fooled too!

Version B, with a 94.85% probability of outperforming Version A, received a 121.52% increase in conversion.

[Tweet=”Can you guess which page won this split test? I did! http://ctt.ec/2sobc+”]

[Tweet=”Can you guess which page won this split test? The results surprised me: http://ctt.ec/5fD6r+”]

Although we can’t say with 100% certainty why this color change caused the increase, here are a few of my speculations:

  1. Using tan text against that gray background may have created a “warm, home-like feeling” that matched customer motivations.
  2. The tan text may have helped the headline and call-to-action button stand out more (since both remained white).
  3. Since the tan text blends in with the background more than the white text, readers may have skipped over it and gone straight for the call-to-action button.

Note: After posting this test, we noticed that, in addition to the text color change, the button color is slightly different as well. That means the button color may have played a factor in the increase in conversion rate as well, which illustrates why we encourage people to make just one change when running a split test. When more than one change is made, it’s difficult to pinpoint the exact cause of an increase or decrease.

Not all customers are the same, but testing text color may be something to consider for your own landing pages.

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 Enterprise users can run any split test inside LeadPages™ in just five clicks.

Do you have a landing page like this one? If so, you can set up the exact same type of test in under a minute. You can also split test copy, colors, backgrounds, opt-in forms, 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.

[youtube http://www.youtube.com/watch?v=4QPp-zFMlw0]


  • saracsit

    Did you run the tests on the same day? The same time? Maybe one performed better than the other (I like the white txt better) due to who saw it/time of day etc. Just curious, but not enough to give you my email addy.

    • John Nye

      Good question! We can confirm that the two variations were run simultaneously, so they were both running under the same conditions.

      • saracsit

        Good to know. A/B tests are great. Thanks for sharing.

  • Barbara D Holtzman

    So… the reason the length of the page is also irrelevant is similar – no body reads ANYTHING other than “how much” and “click here.” I really can’t read anything printed in gray or taupe or beige, on any back ground (except maybe black). Huh.

    • John Nye

      Good point, Barbara. In cases where customers have little motivation to click through to a website, pointing out key pieces of value, such as price, are very important to earn the customer’s click.

  • Donna

    I think it all depends on who you’re targeting. Older people or those with bad eyes have a harder time reading the beige against a grey background … to them, white is better. The better the contrast, the easier it is to read. But most younger people don’t have to worry about that. I take one look at a website and if I notice the text is hard to read, I don’t even bother. If you’re trying to target everyone who’s interested in your niche, regardless of age, then you should consider those who may have this problem. If it’s just the younger people you’re reaching out to, then example B is fine, but you may lose those who prefer more contrast.

    • John Nye

      Great point, Donna! The age of the reader can make all the difference, especially when it comes to the page design and the customer’s motivation to learn more about the offering.

  • Tye Andrews

    But 58% of the people voted for the first text. Figure that one out! lmao

    • John Nye

      That is a good point, Tye! Many testers are likely choose Version A as it is typically accepted as a “best practice.” However, only your customers can to tell you what they like best!

  • jonesmatty

    I’d be interested in seeing how large the data set for this was. 121% of 9 conversions doesn’t speak as loudly as 90.

    • John Nye

      Over 1,000 visitors were involved in this split test and the difference in conversions was about 10. However, one thing to keep in mind is the potential value of a lead generated on this page. Since the page is selling high-end luxury condos, a lead is potentially worth six figures. So in this case, the difference between 26 leads and 16 leads is MUCH more significant than leads generated by a page that is selling something like a $20 book.

      • jonesmatty

        A 2.6% conversion on luxury condo leads is pretty impressive in its own right. Thanks for the feedback.

  • De Recife

    Considering that Portuguese is my native language, and the Portuguese in there is…ah…elementary, let’s say, I got stuck on that. Never mind the colors, the illusions…people living in gilded cages, hanging up there, like captive birds…Ah, advertizing…marketing…it works when one cares more about form than content…

  • Dru

    I think there are several reasons the tan text would gain more interest. First off, the tan text separates itself from other content such as the header text, thus not running together. Second, the product you are advertising is sophisticated and expensive, thus the tan text is more regal. Lastly and most simply, it has a more attractive design aspect as opposed to white.

    • John Nye

      You raise some very good points, Dru. There are a lot of potential reasons why the tan text won (as you hit on most of them here) but, thats why split testing is so great. Split testing allows you to find out what works best for YOUR page(s) and is an easy way to optimize your current setup.

  • lorrainegrula

    Interesting, but I have to question your methodology and sample size. This was a big ticket item which means your sample size is awfully small. Even though a small increase on a big ticket item means lots more profits, I still wonder whether the small sample size makes it an insignificant result. I’d like to see you repeat this with a small ticket item and a larger sample size. In science, you need to get the same result repeatedly under various circumstances, controlling for all variables before you just to any conclusions about the results. One test with a small sample size is simply not credible.

  • MsBrendaJ

    I believe it’s because the softer text is easier on the eyes. It does depend upon personality type, but clearly people are in a place emotionally where they prefer a bit more softness in the world wherever they can find it.

    • John Nye

      Very good point, Brenda. Matching a customer’s motivation and emotional state usually pay great dividends!