I spent some time last month  at the Web 2.0 conference attending sessions about UI, design, user testing and I was focusing on the overall user experience on the web. I am prepping myself mentally for a major overhaul of the websites I am responsible for (luckily I do not need to adjust taxonomy or copy, so this completes part of what could be a major overhaul).

Recently I had a landing page split A/B test set up that checked only one thing. Link color.

The designer created this beautiful landing page. I thought the design was so great I didn’t notice that the links were designed as maroon rather than the standard blue. I noticed it when the page had been and I went to click on the links. This really piqued my curiosity as I have always run under the general assumption that it is best to keep links the standard blue that people have come to expect and know that when they look at it the think “Hey! That is a link, I will click on it.” Thus a click isn’t a bounce and you caught their interest and sent them on their merry way with hopefully there is a conversion to come.

The test showed that the blue links converted over 29% higher than the maroon ones.
In usability it can be the fine details of the design that can hurt or help. It really can make a difference to your bottom line (but some things you never know for sure until you have the data sitting on your glowing computer screen). This is why I test EVERYTHING!.

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