Does higher contrast landing page copy lift mobile conversion?

Our mobile landing page set white copy over a background photo that made it hard to read. We tested a solid blue background with higher contrast and a shorter headline. Over 15 days, conversion rose 40.4%.

Won Mobile 15 days Called at 90%

SURFACE

Landing page

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By raising the contrast between the white copy and the background, we will make the landing page easier to read and more persuasive, resulting in more form submissions.

The headline and supporting copy sat on a busy photo, which made them hard to read on a phone. A welcome line above the headline also pushed the main message further down.

What we changed

Background photo swapped for solid blue, with a shorter headline

We removed the background photo and used the default blue, which gave the white copy much higher contrast. We dropped the welcome line above the headline so the main message came first, and shortened the supporting copy to be more direct.

VAR A: INCREASE CONTRAST

Background photo replaced with solid blue
Higher contrast white copy
Welcome line above headline removed
Shorter supporting copy

The result

Higher contrast lifted mobile landing page conversion 40.4%

CONVERSION RATE

+40.4%

Over 15 days, the higher contrast version converted 40.4% better than the original, and revenue per visitor rose 40.4%. The lift cleared our confidence bar, so we implemented the change and carried the same idea into a desktop test.

What we took from it

Readable copy did more than a photo on this page

On a phone, the photo behind the copy made the core message hard to read. Removing it and leading with a shorter headline let visitors see what the page offered at a glance, and more of them converted. Users preferred the plain, readable version.