A/B Testing Idea #316 - Display links already used with a dissimilar colour

Tactic_Display links already used with a dissimilar colour


Clearly show which links a user has already clicked on by displaying them in a different colour. Using another colour will help those links to stand out, which will help the user to keep track of what they have previously done on your site and avoid wasted time or undesired repetition. It's an easy personalised and intuitive element to include that will really facilitate the use of your website by better adapting to your clients' expectations. The easier-to-use and more adaptive your site is, the more likely people will be to enjoy using it and be encouraged to convert and come back again.

Inspired by Nick Kolenda


  • Von Restorff Effect (Von Restorff, 1933; Gardner, 1983; Taylor & Fiske, 1978)
  • Processing Efficacy (Jacoby & Dallas, 1981)

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.

Processing Efficacy

We tend to prefer things that are simple for us to understand or use.

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