Pattern #107: Contrast Links & Buttons

Pattern Author: Julian Gaviria - Director of User Experience @thomasnet

Based on 1 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
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-2
-1
0
+1
+2
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+5
Almost Certain Winner
Contrast Links & Buttons
  1. Higher Contrast Contrast

    This pattern asks the question whether lighter or darker contrast is better for text links and buttons.

Median Effects

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Engagement

Ex: Any Action / Visit

(1 tests)

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Conversions

Ex: Signups, Leads

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Sales

Ex: Transactions, Upsells

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Revenue

Ex: AOV, LTV

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Retention

Ex: Return Visits

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Referrals

Ex: Social Shares

Tests

Test #252 Tested on Thomasnet.com by Julian Gaviria Julian Jul 30, 2019

Find Out How It Performed

Content Desktop, Mobile
  • Measured by clicks on any inline link   |   p-val (?)

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In this experiment a light blue bold link was tested against a darker blue bold link. 

Get Access To See The Test Results

Leaks

Leak #16 from Google.com   |   Jul 22, 2019 Listing

Google Has Been A/B Testing Link Colors (Again) And This Light Blue Didn't Pass

It's been a decade since it was first discovered that Google has famously tested those 41 shades of blue. Last month I discovered that they began experimenting with link colors on their search results screen - once again. This time Google tested a lighter blue with a lower contrast which turned out that they rejected (most likely due to a negative experiment result). View Leak

Leak #27 from Zalando.co.uk   |   Oct 7, 2019 Product

Zalando Rejects Black Add-To-Cart Buttons

Zalando has run a simple experiment on their product page where they challenged their existing orange add-to-cart button against a black one. One month later, the black button was rejected even though the black one had a higher contrast ratio.   View Leak

For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.