Description / Hypothesis
This experiment will test changing the color of the utility bar from light blue to orange in one variant, and to green in another. Since the site is very blue-heavy, the new colors will attract more attention to the call out and drive more traffic to Market Sell pages, thus creating an increase in conversions.
Variations
Post-Mortem Analysis
In this test, we saw both variants outperform the control. However, Variant 1 took the ultimate lead, boosting MVS conversion rate by 24.6%.
It is not surprising that the stark orange bar performs optimally on the very blue-heavy new design of SMTN. The control had a higher chance of going unnoticed due to its color at the bottom of the screen. It should be noted that the green bar also outperformed the control, by a margin of 13%.
Moving forward, we will have to conduct more tests in order to deliver the perfect utility bar to users. And, as we’ve seen in previous experiments, sometimes one variation performs well for a certain segment, while another variation appeals to a different segment. When it comes to the appearance of our call outs, we will need to collect more data to derive the perfect iteration for each user group.