What in the Heck is “Secondary Link Feedback”?! (And how can it help you sell more?)
Last week I shared some usability related split test results with you, showing the critical importance “link appearance” has on response rates.
The results of our link appearance tests were clear… Blue and underlined links convert the best.
However… I didn’t share the data for ALL of the link variations I tested during that campaign.
In addition to the “link appearance” test, I conducted several “link behavior” tests.
Link behavior simply refers to how links “behave” when the mouse hovers over them.
Two terms I coined a while back to describe link behavior are:
“Primary Link Feedback” and “Secondary Link Feedback”.
“Primary Link Feedback” is the mouse cursor changing from an “arrow” to a “pointing finger” when the mouse hovers over a link or clickable button.
“Secondary Link Feedback” occurs when there is ANY secondary indication that a link or button is clickable. This feedback can be a change in font color, highlighting the link text, a roll-over image for a button or any other indication that this element is “clickable”.
In most cases my testing has shown that the more feedback you give a visitor that a certain link, button or other navigational element is “clickable”, the higher the click through rate you will receive for that navigational element.
Here are the results from one of my “link behavior” tests:
Blue, underlined, no primary or secondary link feedback. ““ 29.6% CTR
Blue, underlined, only primary link feedback. ““ 36.3% CTR
Blue, underlined, primary AND secondary link feedback (font color change to red). ““ 39.7% CTR
Blue, underlined, primary AND “double” secondary link feedback (font color change to red AND text highlighted with yellow). ““ 42.2% CTR
As you can see, in this particular test the “double” secondary link feedback version (which personally I thought was a bit ugly and tacky from a design standpoint) converted the best.
Keep in mind… You DON’T have to use yellow as the highlight color. Yellow is simply the color we used in this particular test. I’ve tested many other highlight colors for secondary link feedback and found that often the best results come from using a highlight color that is complimentary to your existing color scheme.
So, if you are going to use “double secondary link feedback”, be sure and test several different background colors for the highlighting of your text.
Also, make sure you have sufficient contrast between the “highlight” background color and your font colors.
One disclaimer about these results… While providing secondary link feedback has improved click through rates in nearly every test I’ve conducted, highlighting the link text (”double” secondary link feedback) has NOT improved CTR or conversions 100% of the time. So this needs to be tested for your particular site/niche.
Stay tuned… In a few days I’ll be sharing the last part of this particular usability split test results series, with the results of a “submit button” split test. The results of that one might just have you changing the way you setup the buttons on YOUR sites!
Happy Testing!
Eric
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February 27th, 2007 at 10:26 am
Rolling, Rolling, Rolling… Get them Links a Rolling!…
As noted in a previous post, the color you use for links on your web page can dramatically effect how many people click the links. In addition to the link color, the behavior of the links when you move the……
February 27th, 2007 at 10:52 pm
I agree completely, though I dont have the actual data like you have posted, and great of you to post it on the open like you have! Been using it for some time and I know I’ve improved my text link clicks.
I was going to ask on the third example, if that was hoover or clicked, but now I see above it is hoover. Also, on the fouth example, if there was a series of links, example, your side bar. Would the yellow highlight be too much and actually work in opposite? I am guesing it would work better on a page with limited links and more text. Maybe I am getting to picky..:)
Thanks again!
Ron Killian
February 28th, 2007 at 12:57 am
Ron,
Yes… If you have a large number of links or a long side navigation menu, using yellow highlight can become a distraction and reduce response.
However, if you use an highlight color that more closely matches your websites color scheme and design, you can still get the “secondary link feedback” effect and usually boost response.
Actually if you visit Fred Black’s site (in trackback right above your comment) you will see an excellent use of secondary link feedback by reversing the background color of his links.
Eric
February 28th, 2007 at 3:05 pm
[…] I also introduced the concept of Primary and Secondary link feedback. And we found that by providing BOTH primary and secondary link feedback, you have the greatest chance for maximizing your conversion rates. […]
March 8th, 2007 at 4:43 am
[…] Give Them Another Reason to Click! (Providing “secondary link feedbackâ€, such as a color change, can help users know that your link or button is “clickableâ€.) […]
March 8th, 2007 at 7:21 am
[…] Give Them Another Reason to Click! (Providing “secondary link feedbackâ€, such as a color change, can help users know that your link or button is “clickableâ€.) […]