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# 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.


![](https://storage.crisp.chat/users/helpdesk/website/-/3/0/a/0/30a06a2316be0a00/image_1dvdlf.png =800x800)

## Setting up the experiment in Personizely

For a complete step-by-step walkthrough, see [How to create an A/B experiment](https://help.personizely.net/en/article/how-to-create-an-ab-experiment-11075yq/). Once you’ve created the campaign, proceed with the following steps:

1. Open the **Campaign Details**.  
2. Click **Edit in Builder** on the variation.  
3. 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.  
4. Save the variation.  
5. Return to the **Campaign Details** and click **Start** to launch the experiment on your website.  

![](https://storage.crisp.chat/users/helpdesk/website/-/3/0/a/0/30a06a2316be0a00/screenshot-at-sep-22-10-37-26_13k61dq.png)

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You’re all set. The experiment will show how different button designs influence engagement and conversions.