Large download button vs "Pancake" download button: Which version gets more people to click and go on to the download page?
Setup
Original (A)
vs
Alternative (B)
I used google’s website optimizer to show a large download button with a single line of text (A) as well as a “Pancake” style download button (B) with two lines of text on http://www.amfsoftware.com/windows/cdlabelmaker.html. The two pages were shown in a 50/50 split. The area of both the variations is EXACTLY the same. I basically doubled the height and halved the width of the large download button to create the “Pancake” variation. All other variables like wording, font, color etc. remained the same.
Measurement
The number of visitors who clicked the download button and went to the download page for the CD Label Maker.
Outcome
After an initial strong improvement for the “Pancake” button variation, the improvement dropped off and stabilized after about 2 weeks. The number of visitors who went to the download page varied from a decrease in conversions of 1.4% to an improvement in conversions of 2.3% for the “Pancake” button variation. Google was unable to determine a winner even after about 6 weeks. The variation in conversions was too small to be conclusive.
Uncertainties and Errors
Was the “Pancake” too different from the rest of the buttons on the site? Did this unfairly throw throw people off? I purposely left the Buy button alone, since it’s smaller than both the button variations and shouldn’t have affected the outcome.
Result
I plan to switch off this experiment soon and keep the large button variation. Large download buttons that stood out in the website proved a winner in the Download Buttons experiment.
Recommendation
Medium confidence: The large button variation that I tested against the “Pancake” button variation already stood out on the page. Furthermore, it is also already quite large, larger than most typical download links and buttons. I might also be pushing the limits of how much I can improve my download buttons. I do plan to test out other variations in the future for the sake of completeness though.
“Pancake” buttons do have a few advantages:
1) “Pancake” buttons can fit into a wider variety of website layouts, for instance on sidebars on most websites.
2) “Pancake” buttons with two lines of text are less likely to be mistaken as a fancy heading.
As long as you have download buttons that have a large surface area and that stand out at first glance in your website, use either variation according to your preferences.
