'Best Value' text in red instead of green: +5.6% sales
Commentary byLiftArchiveOur analysis, not theirsOnSwitch changed its 'Best Value, pay $5 to get them all' text from green to red on the pack purchase screen, and sales rose 5.6%.
Nothing else changed. OnSwitch ran this test in its lighting app, and it was published as a MarketingSherpa case study.
- Sales: +5.6% with the red text.
- Sample size, duration and significance were not shared, so the lift may not be reliable.
The change
Only the colour of the 'Best Value' text changes, from green to red.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The pack purchase screen showed 'Best Value, pay $5 to get them all' in green.
Variant
The same text appeared in red.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Red may have stood out more against the rest of the screen, so more users noticed the offer.
- Colour contrast, not the colour itself, is the likely driver; red will not win on every design.
Caveats: Sample size, duration and confidence were not shared, and the source page is no longer online.
Who ran it
OnSwitch ran this test and published the results (MarketingSherpa case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on OnSwitch →
How to run this test on your site
- Hypothesis
- If we show our best-value offer in a colour that contrasts more with the screen, then more users will buy it because they are more likely to notice it.
- Primary metric
- Purchase conversion rate
- Guardrails
- Revenue per user
- Sales of other packs or plans
- Who should test it
- Apps and SaaS products with a pricing or purchase screen that features one best-value option. It is unlikely to help if that offer is already the most visible thing on the screen.
Questions
Does text colour affect conversion?
It can. OnSwitch saw a 5.6% sales lift by switching one line of offer text from green to red.
Contrast with the rest of the screen is likely what matters.
Is red always better than green?
No. The best colour depends on what stands out on your design. Test it rather than copying a colour.