Make Online Buyers Push Your Buttons

*This article appears courtesy of Bob Bly’s Direct Response Letter, located at

A common mistake in designing landing pages is to use an underlined word or phrase as the hyperlink to the order page.

Much more effective is to design the hyperlink as an order button. To increase response, says online marketing guru Amy Africa, use big buttons. She recommends telling your designer to triple whatever they think is big.

Color makes a difference. The Mequoda group reports a split test where the only variable on the landing page was the order button color. Red was the control, which was tested against green, yellow, and ochre. The winner? Ochre, generating 27% higher conversion rates than red.

Source: Thinking Inside the Box, 2/8/08; Mequoda Group.

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