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.
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How People Voted
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.
Although we can’t say with 100% certainty why this color change caused the increase, here are a few of my speculations:
- Using tan text against that gray background may have created a “warm, home-like feeling” that matched customer motivations.
- The tan text may have helped the headline and call-to-action button stand out more (since both remained white).
- 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.