Startup call to action benchmark
While looking for inspiration on the design of call-to-action buttons, we came across a great thread on Quora about good looking startup homepages. The homepages that are listed show common design patterns and call-to-action buttons that we can test.
We randomly picked ten homepages from the Quora thread. We recruited participants via our Twitter account. We asked “Where would you click to start using X?” for every homepage. We made 2 tests with opposing task order to negate the learning effect. In total 290 people participated.
I used a spreadsheet in Google Docs to calculate the geometric mean of the time it took to click on a page.
— The geometric mean of click times on the tested sites
The difference between the five best performers and the rest is quite big. Why would that be? Our first guess is that the bottom five have their call to action further away down (below the fold), and they have more elements that can be interacted with (three or more buttons, forms, a lot of copy and buttons, etcetera).
What do you think? Why do people click faster on Xero, Loggly and Heroku, while having a harder time on the sites of Square, Geckoboard and eRollover? We would love to hear your opinion about these test results.
|Homepage||Geometric mean (s)|
Xero — 5.6 seconds
Loggly — 5.6 seconds
Heroku — 5.9 seconds
CityPockets — 5.9 seconds
Versions — 7.4 seconds
Cornerstone — 8.7 seconds
BangMe — 10.4 seconds
Square — 10.4 seconds
Geckoboard — 11.2 seconds
eRollover — 14.3 seconds