Test #10: Highlighting the Right Background Area
Similar to the last blog post, the area we are focusing on is the background of the main CTA – the “Yes” selection or radio button and accompanying text. Putting a background highlight behind the text clearly puts more emphasis on the “Yes” option and should increase purchases of travel insurance as a result.
Key Performance Indicator (KPI):
Conversion rate of travel insurance
Traffic Source / Segment:
Desktop and mobile web traffic, Local, Short Booking Window, Spain/Spanish segment.
Sample Size & Test length:
50/50 Split test, Approx. 18,900 visitors were randomly shown either variation over the same 23-day period.
By highlighting the “Yes” option background area, more customers will focus on that option and be more inclined to select. Most customers scan pages and by highlighting, we are visually guiding the customer to the areas we want then to take action on. Highlighting also emphasizes the relative importance of a message as well, which also helps increase selection probability.
Summary of difference(s) between variations:
|Figure 1: Variation A – Original (50% of traffic) – No highlight on the “Yes” radio button option.|
|Figure 2 – Variation B (Test) (50% of traffic) – Includes a yellow highlight background color (matches other highlights used on the website).|
*** WINNER ***
The test variation B increased revenue by $44,251 annualized which is a lift of +64.5% with 100% significance.
This test was successful across many segments tested – why? We believe it is because it makes the “right” selection (‘Yes’) stand out! Of course, some colors are more “loud” than others and you should use a background color that is consistent with other similar uses throughout the website and user experience. We always recommend testing this because your audience may be different and respond differently, but you probably only have only one or two specific colors that can be tested. If you can and have the volume, this is good test to run a multi-variant test (A/B/n) on to see which color or shade resonates best with your visitors.
Finally, use this strategy sparingly and targeted to the areas that will have the most financial impact. Having too many things highlighted works just the opposite and can detract from the customer’s focus.
Luck Analysis and Happy Testing!
Jason holds a Bachelor’s degree in Business from the Belmont University and has over 20 years’ experience in e-commerce strategy and web development and design.