A/B Testing Idea #93 - As a user visits your website, alter the Call-to-actions

Tactic_As a user visits your website, alter the Call-to-actions


In order to draw attention to your Call-to-Action, try setting it to alter whilst your visitor is on the page. We are naturally drawn to those things which stand out from their environment and something which changes in this way will keep returning your visitor's attention to it and make them more likely to click through. Depending upon the page on which your Call-to-Action features, you could try altering the colour at time intervals or as visitors scroll down the page to see an increased focus on the button and higher conversion.

Inspired by Nick Kolenda 


  • Von Restorff Effect (Von Restorff, 1933; Gardner, 1983; Taylor & Fiske, 1978)

The Research

Von Restorff Effect

An effect named after the psychiatrist who first studied it (Hedwig von Restorff), whereby individuals take note of and remember unusual or unique items more rapidly than other more uniform items.

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