The Right Call-to-Action Button Colours Can Increase Your Click-Through Rate by 21%

The Right Call-to-Action Button Colours Can Increase Your Click-Through Rate by 21%

  • Unbounce and CrazyEgg both make the case for the supremacy of the BOB (Bright Orange Button).
  • Dmix and HubSpot both A/B tested green versus red call-to-action buttons. In both cases, the red one, with 31% better conversions for Dmix and a 21% on Hubspot.
  • VWO ran a multi-variate test with two green options against a dark orange one; the former won with 5% better conversions.

The war to determine the best colour for call-to-action buttons has been waged for several years now. Numerous authorities in conversion rate optimization have run countless A/B tests, only to come up with conflicting results. At the end of the day, web design Singapore experts are left wondering: “Is there such a thing as a single consistently good call-to-action button colour?”

Even though the jury is still out on this pressing issue, we’ve got an intuitive answer. We’re going to substantiate it with arguments and examples in today’s post. But let us start by telling you, straight off the bat, that there is no such thing as just one good button colour.

The secret to finding the one colour that works best for your very own landing page, lead gen form, or email campaign is entirely in your hands. To find out what your colour is, we suggest you run A/B tests with as many options as you can.

Now, without further ado, let’s see what the experts have found thus far:

The secret recipe of the best colours for Call-to-Action buttons

1. The age of BOB

Bob is not some conversion optimization wizard; it’s the acronym for ‘Big Orange Button’. That title was coined by the optimization pros at Unbounce, who were, in turn, inspired by a tip from Wider Funnel. And their peers over at CrazyEgg have got some good orange (and orange-ish) examples to illustrate this theory with. Here are some of their favourites:

Yellow and orange are great call-to-action colour buttons

The button at the end of this email is a clever combination of two bright, highly actionable colours, yellow and orange.

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Bright Orange is also a good call-to-action button color

Good old BOB (Bright Orange Button), as seen on

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2. Red is the new orange

There’s not much of a difference between red and orange, to be fair. And, depending on what your web design Singapore team advises you to do, you might decide that red fits in with the colour scheme on your landing page much better than orange.

Here are some great examples of powerful red call-to-action buttons:

A disruptively red colour makes a good call-to-action button

Disruptive Advertising chose a big, disruptively red button for their call to action.

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A red call-to-action button resembles a clear and straightforward actionable message.

In a similar move, Pagewiz also opted for the colour red, with a clear and straightforward actionable message.

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3. The Great Old Green versus Red Call-to-Action Button Debate

You may have already seen the facts, the figures, the debates, and the case study. But, just to give you a good idea regarding their context, we’ve put together a list of the most important A/B tests which pitted the red call-to-action button against the green one. Here they are, in no apparent order:

Case study #1: Dmix

Kerry Butters from Dmix wrote about the results of their 600-respondent split test in April 2014. While the author concluded that orange may also be a good choice, since it is, in a way, ‘related’ to red, the results were resolutely in favour of red.

Their split test resulted in a 34% increase in conversions with the red call-to-action button.

Red is better than Green when talking about call-to-action buttons

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Case study #2: Performable

Joshua Porter from HubSpot wrote about a very similar A/B test for one of the companies in their portfolio, marketing automation enterprise Performable. Though the author does agree that the end results may be more indicative of their users’ particular preferences, as well as of the way in which the red button fit in with the overall web design, Singapore conversion experts, pay attention!

The split test, which took place over several days, tested the two options on a batch of 2,000 visitors. The results were similar to those in the first test: the red button did better than the green one and scored a 21% increase in click-through rate.

The Red call-to-action button did better than the Green one.

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Case study #3: VWO

In a more complex multi-variate test, the team at Visual Website Optimizer experimented with several ‘Buy Now!’ colours, for a client’s website. They had a white button with green lettering, a green button with white lettering, and a dark orange button with white lettering.

Even when two green options were in the game, the red (orange) button, still won, with a 5% increase in conversions.

The Red(Orange) call-to-action button won more conversions than the Green one.

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So, the verdict is…?

Instead of a resolute conclusion, we’ll leave you with a nugget of wisdom, in 140 characters or less. Check out the following tweet below and take it to heart. As with many things related to Conversion Rate Optimization, there can be no conclusion taken out of context.

As such, we recommend that you A/B test your call-to-action colour as much as possible, and also allow the advice of your team of pros in web design Singapore to influence your final decision.

Naomi Niles doesn't think colors affect call-to-action buttons

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