31 May Button Color, Call To Action Copy, and Position

In this Digital Playground quick study, we analyze call to action colors, positions on page, and copy for the call to action.  We also discuss some “next steps” for what the next analyses could be in getting a better click through for a join site.

Join Now vs. Register Now

The blue button of course catches the eye.  So the variables here are three-fold:

1. Copy of Call to Action:  Join Now vs. Register Now
2. Color of button:  Blue vs. muted grey.  Eye tracking takes the eye directly to the hotspots of the page.
3. Position:  The average reader reads left to right.  Although high on the page, the user most likely overlooks the high call to action and then opts for the brighter blue button as a final action on the page.

The Register button lands on this URL:  http://www.blackatlanta.com/index.php/joomla-pages-ii/user-registration

The Join Now button lands on this URL:  http://www.blackatlanta.com/joomla-pages-ii/user-registration

Metrics:

• The blue button with JOIN NOW text had 313 views vs the Register Now Button having 253 in the analyzed time span.  This is nearly a 25% difference, connoting that we could gain 25% actions completed by just the blue button.  

Other interesting studies.

• We could create funnels and goals.  This would study the number of completions of the Register NOW form vs. the Join Now form.
• We could switch the colors of the buttons, making the current blue button grey.
• We could switch the content of the button.
• Make the MAIN site function more compelling.  So what if We Feature Atlanta Events.  This does not speak to the human curiosity of WHY we feature the events and why it’s different compared to our competition.

Any other suggestions?  Your comments are welcomed!