Conversion Tip: Graphical Buttons Can Cause a Huge Decrease in Sales
I was just listening to a podcast my Armand Morin and here’s something I found fascinating.
He mentions a test he did on his site ECoverGenerator.com that caused a 42% drop in signups.
Take a look at his signup box below:
Armand uses a grey button with black text on this form.
But it wasn’t always this case. He once tried a colorful graphical button. Something like the kind you’d see in the image below:
A 42% DROP in conversions
Over the course of a 10 day test he saw his signups drop 42%. That’s huge!
Armand’s theory is that Internet users have been used to those typical black test on grey buttons since the dawn of the Net. Adding colorful graphical buttons just takes away from a simple user experience. Aesthetics do not necessarily mean clicks.
Have you tested this on your site? If so, be sure to share the results with us.
The Armand Morin podcast I learned this from is available here.
I heard Armand talk about this at a seminar a few months ago and I made my change at that time.
It has increased conversion!
Ryan
Yet I note your sites are still on the graphical buttons. I guess your tests haven’t been conclusive yet?
Hey Vishen,
Thank you for a great blog. Lot’s of interesting stuff here.
I haven’t heard this from Armand, but I assume you are using the two buttons from his test in the post. Then Mr. Morin’s conclusion seems a bit quick. He is assuming it is because of how the button looks, but yet the text (copy) on the button is completely different and give completely different messages…