Changing the call to action button from green to orange

Mozilla
Foundation, Not for Profit
Product
Clarity (design), Usability
June 2009
-1%
downloads
 AB TestControl and variation

-1%

A
B
4 color variations
4 color variations
Mozzilla wanted to test the color of the download button on the Firefox page.

Hypothesis

 Changing the color of the download button from Green to Orange will increase downloads.

Results

Button color Visits Downloads CR Change
Green 930752 719377 77,3%
Blue 256344 196559 76,7% -0,79%
Purple 255894 196871 76,9% -0,46%
Orange 255811 195782 76,5% -0,98%

Learnings

This is kind of the mother of all AB tests: change the color of the call to action. Generally the most contrasting color would perform best. The original green color converted best. Note that the traffic on this page is already very much focussed on the task of downloading Firefox. Most conversion optimizers would be very happy with a 75% conversion rate.

Company Mozilla
Website www.mozilla.org
Market Foundation, Not for Profit
Test data
Test element Call to Action
Page Product
Conversion principle Clarity (design), Usability
Result -1% downloads

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