Color can be used to guide customer thinking on a landing page by placing stronger emphasis on particular elements in your offer, and less emphasis on others.
Today’s MarketingExperiments blog post will show how the MECLABS research team discovered the impact color emphasis has on conversion.
Background: Company provides educational resources for health and fitness professionals who subscribe to one of its online memberships.
Goal: To increase number of membership sign-ups.
Primary Research Question: Which landing page will generate the highest clickthrough rate?
Approach: A/B split test (Variable cluster)
The research team hypothesized the control did not place any emphasis on distinguishing between price points in the offer.
In the treatment, the team simplified and sequenced the pricing, and used a color design to emphasize the value of the offer.
What you need to know
By strengthening the communication of the offer’s value through color, copy and layout changes, the treatment increased clickthrough by 81%.
You can watch the full free Web clinic, “How Do Website Colors Impact Conversion?,” to see Flint McGlaughlin , Managing Director, MECLABS, reveal four more surprising findings from our optimization testing and experimentation.