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Experiment · exp-004 · A/B · client-side · Checkout
Checkout CTA button colour
↻Iterated
Conversion · COS · 2025-08-01 – 2025-08-22 · 21 days · tom.richter@mobile.de
What it was
The "Händler kontaktieren" button on the VIP contact form was styled in neutral grey (#6B6B6B), consistent with the pre-rebrand design system. Following the Mutabor rebrand, the COS Conversion team hypothesised that switching the CTA to mobile.de orange (#FF5A1F) would increase visual salience and form submission rate. The test ran on 50% of authenticated VIP sessions across desktop and mobile web.
What we learned
Learning
Orange CTA increased contact form submission rate by +1.8% (CI: +0.6% to +3.1%, reliability 0.94). Effect was consistent across desktop (+1.6%) and mobile (+2.1%). Dealer lead quality score was flat — the additional contacts were not lower-intent. Form abandonment dropped by 0.9%. Shipped the orange CTA as the new default on 2025-08-30. Iterating: next test is a larger button (height 52px → 60px) and bolder label weight to see if we can compound the gain.
tom.richter@mobile.de · 2025-08-28 · current
TouchpointCheckout