Inspiration – Test how button color and shape affect conversions
Overview
Goal: Test how different button colours and shapes impact click-through and conversion rates.
Build time: 3 minutes.
Expected impact: Potential uplift of 2–10% in conversions.
Hypothesis
Changing the design of a call-to-action button can influence how users engage with it. By testing variations in color and shape, we can discover which style encourages more clicks and conversions.
Assumptions
- Visual Attention: Color and shape changes draw different levels of attention.
- Psychological Cues: Certain colors may feel more inviting, others more urgent.
- Design Fit: Rounded vs. square shapes can affect how modern or trustworthy the button looks.
- Conversion Impact: A clearer or more appealing design increases the chance of action.
Setting up the experiment in Personizely
For a complete step-by-step walkthrough, see How to create an A/B experiment. Once you’ve created the campaign, proceed with the following steps:
- Open the Campaign Details.
- Click Edit in Builder on the variation.
- Apply the button changes:
- Adjust the color to create contrast with the original version.
- Change the shape by modifying the border radius (rounded vs. square).
- Keep text, size, and placement consistent between both variations.
- Save the variation.
- Return to the Campaign Details and click Start to launch the experiment on your website.
You’re all set. The experiment will show how different button designs influence engagement and conversions.
Updated on: 06/10/2025
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