Submit Button Usability Split Test Results: Size DOES Matter!

submit.jpgAs we found in the first two “Usability Related Split Test Results” articles, your link color and behavior can play a big part in your response and click though rates.

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.

In this article I want to take things one step further and share with you some test results on “submit button” usability and optimization.

Most people have never noticed this, but the “default” submit buttons created by standard <input type="submit"/> HTML tags DO NOT provide primary link feedback in most browsers. (The cursor arrow does not change to a pointer finger to indicate that the button is “clickable”.)

See for yourself:

There is usually a small degree of secondary link feedback in the form of…

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Category: Conversion Rate Improvement, Landing Page Conversion, Multivariate Testing, Online Marketing, Split Testing, Testing and Tracking, Usability Testing, Web Usability, Website Design
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What in the Heck is “Secondary Link Feedback”?! (And how can it help you sell more?)

links-fire.jpgLast 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.

prime-feed.gif

“Secondary Link Feedback” occurs when there is ANY secondary indication that a link or button is clickable. This feedback can be…

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Category: Conversion Rate Improvement, Copywriting, Landing Page Conversion, Multivariate Testing, Online Marketing, Split Testing, Testing and Tracking, Usability Testing, Web Analytics, Web Usability, Website Design
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Usability Split Test Results: Link Appearance Matters More Than You Think…

blue-links.jpgAs I mentioned in an earlier blog post, most Usability experts don’t conduct actual split testing.

Usability testing is important, but if you want to optimize your landing page for a particular ACTION, then split testing or multivariate testing is necessary.

Over the past few years I’ve put MANY usability “best practices” to the test in an effort to ensure that the popular usability dogma is indeed accurate.

Over the next few months I’ll be sharing the results of some of these tests here on my blog (but many of my findings are simply too good or controversial to share with the “general public” so those will still be reserved for my paying clients/audiences.)

Today I want to share some data on link appearance that actually DOES support conventional usability wisdom.

(Although as you will see, many if not most web designers routinely ignore this wisdom.)

For several years…

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Category: Affiliate Conversion, Conversion Rate Improvement, Copywriting, Landing Page Conversion, Multivariate Testing, Pay Per Click Conversion, Split Testing, Testing and Tracking, Traffic Quality, Usability Testing, Web Usability, Website Design
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If you have something to SELL, Usability testing is NOT enough…

Following good usability “best practices” can go a long way towards improving conversion rates on your website.

However, as actively involved as I am in usability testing and the usability community, I often find myself at odds with many of the usability “Gurus” recommendations.

Particularly when these recommendations are aimed at encouraging ecommerce merchants to follow usability best practices simply for usability’s sake.

When selling online the objective is not just maximizing usability, the objective is maximizing sales and profits.

And higher sales and profits are achieved by focusing on maximizing conversion rates and visitor value.

A prime example is the popular “rule” thrown about by many usability gurus that “navigation should be consistent on every page of a website”.

This may be true for many types of sites, such as purely educational or informational sites. However, my extensive split and multivariate testing data has shown…

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Category: Conversion Rate Improvement, Landing Page Conversion, Marketing, Multivariate Testing, Online Marketing, Split Testing, Testing and Tracking, Usability Testing, Web Usability
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