Why Button Color Tests Should Be Banned

Rishabh Sharma 3 min readJune 10, 2024

Button color lift is noise

Real-world tests of button color rarely show statistically significant lifts. The ones that do are usually sample-size artifacts.

'Start free trial' vs 'Get started now' produces measurably different results. Copy is a real lever; color isn't.

Moving a CTA from below to above the fold, or adding a sticky mobile CTA, produces 2-3x the lift of any copy test.

Before any A/B test, we run qualitative research. Here's the four-tool stack that generates experimentable hypotheses.

Most CRO programs start with tests. Ours starts with research. Here's the 2-week research sprint we run first.

How to know when a test has run long enough — without falling into common statistical traps.

Our team ships cro programs every week. Book a free consult — we'll tell you what would move the needle for your brand.