Color Change in CTA Increases Conversion Rate by 18%

Organic Search | B2C
inside of doctor's room

Augurian’s SEO team identified a potential opportunity for a small lift worth testing. A CRO test conducted on the homepage of a Twin Cities birth center revealed changing the color of the ‘deliver here’ CTA in the main site navigation increased the conversion rate for ‘find a provider’ leads by 18%.

The CRO test allowed the birth center to identify small aesthetic changes can have a big impact on website conversion rates. The success of this experiment demonstrated that even minor UI/UX tweaks can make all the difference in driving user engagement, especially when it comes to finding important services like healthcare providers.

  • 18% increase in ‘find a provider’ conversion rate
  • +2,224 find a provider leads per year (projected)
  • +$33,570 conversion value per year (projected) based on Google Ads cost per conversion
graph showing original vs variant success rate
Original vs Variant Engagement Rate
Manager, Organic Search at Augurian
Brandi Palechek
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