When is a button worth $11.4 million?
25 years on, there are many proven interaction patterns, and yet many companies neglect to implement them. One proven pattern calls for a uniquely styled primary Call to Action button (CTA).
When I joined Reverb, the primary CTA button on the item page was styled in a similar color to other buttons on the page. Working along side my product manager, I proposed we style the button using Reverb’s primary brand color and launch an experiment.
How much of a difference can color really make?
The result of the experiment was a striking increase in orders and gross merchandise sales (GMS) across the web site and mobile apps.