Hi Don

Seems to me that there are, at least colorwise, some conflicting messages in the subscribe button image I see on this page... they are using a red 'STOP' 'DANGER' signal and a green arrow. The second button doesn't even feature the green arrow. If people are truly responding to this better than the Amazon yellow-orange, then either the audience is atypical or people have undergone a significant cultural shift... or this hasn't actually been user tested. I haven't seen any data on this. What are your thoughts?

- Roxanne

Hi Rox,

Anne Holland's (Marketing Sherpa) research indicates that the "literal copy" on the button increases response.

We agree and have seen confirming results.

On the color front, we'd go orange with navy (Amazon) for warmth and trust.

The ETR design in the right colors should work best.

Don

Don

I agree with the literal copy on the button...

To get a crisper image, I suggest not using the bevel/emboss effect. Creates too much visual noise. ETR banner section (where the literal copy is located) uses a slight gradation for shading from light gray to white which does the same thing with less heaviness of line and shape. There's been a lot of talk on the usability boards about "flat" buttons, suggesting that the shape (ever so slightly rounded corners) is sufficient to suggest "button" and that we don't need the 3D effect which tends to contribute to the heaviness of the graphic. I haven't seen any test results but I'm willing to bet that clean graphics work better than the clunky kind because there's a lower cognitive load between the viewer and the message. I would really stay away from red with an exclamation point. It looks too much like an error message.

- Rox

Test it. (The day we direct marketers think we have THE PERFECT METHOD is the day we should look for another line of work.)

One note, due to space constraints on the button, they have to use the ETR acronym -- not ideal.

I'd try:

Get Early To Rise by email. Button: Subscribe now. FREE!

Ed is obviously right, it needs to be tested.

But, you have to be impressed by the amount of creativity that was devoted to what could otherwise be dismissed as a simple graphic. It is clear in terms of telling you what happens when you click, as well as emphasizing Free.

I learned a long time ago that one secret to good direct marketing is to "Steal Smart" and finding gems like this is what it is all about.

Stuart

On visiting the ETR site I was immediately captured by the button.

For some reason the green arrow seems particularly effective to me. I think that it represents a visual "call to action".

Positioning of the button (between the banner and the page body) also makes it more obvious, pusing it forward.

Personally I wouldn't test other designs, but I would expect that the button with he arrow would be more effective than the version without.

Regards, Langdon

Steal smart is right Stuart. This is a GREAT starting point.

Regarding the colors, I'm wary of putting too much emphasis on using the "right" colors. Let me be clear: I am convinced colors make a difference. And, the blue/gold combination discussed above is certainly worth testing. It's just that the right color is highly dependent on context.

In my experience it just seems to be that a particular color may work great for one site, and another site, targeting the same audience, will have better luck with a different color. This may seem unnecessary to say since it is true of so many things in direct marketing bit it seems to be particularly the case with colors. Then again, maybe I'm just displaying my ignorance.

Ed

I'd test removing the word "subscribe" as it sounds onerous these days -- with too many ezines clogging your email box.

My best suggestion would be: Yes -- give me ERT for FREE!

I'd put it in a warm colored box -- orange maybe -- with dark blue type. MAYBE red for the word FREE (depending on how it looked).

Marlene Jensen

IMHO, a button ought to look more like a button or a typewriter/computer keyboard key. I'd like to see a button with a beveled edge tested. On my Paint Shop Pro graphics software, there is an option to "buttonize" a graphic. Works great, too.

We talk a lot about "affordance." Shouldn't a graphic that the user is supposed to "click" look more like it's "clickable"?

-- Peter

Hi Peter, I agree in principle about buttons having "button" affordance. What happens though is that the "make button" feature in many applications have default settings that create more bevelling and shadowing than is necessary. The challenge is to create graphics that BALANCE simplicity with suggestion. You only need to suggest "button" to create its affordance. Anything more just generates noise and can interfere with the message. My issue with the original ETR is that they used a red starburst behind an exclamation point which clearly telegraphs STOP/DANGER on a button they want to have clicked. People may still click it but I imagine the graphic creates a bit of cognitive dissonance and hesitation. They should test to see if a different color combination on that piece of the graphic would work better.

Hi Roxanne,

I agree with you on (at least) two counts.

1. Red is the universal color for danger! Despite this I love strawberries and fire engines.

2. Everything should be tested! My assumptions have been proven wrong so many times...!

-- Peter