Listing: Has Been A/B Testing Link Colors (Again) And This Light Blue Didn't Pass
Hypothesis
If we test a similar change on our listing pages as Google rejected, we should be cautious
Test Results
Key Learning
Problem: Users can't quickly find relevant products or content on the listing, leading to frustration and early exits.
What was tried: Google rejected this UI change (Jul 22, 2019). Rejection suggests the change underperformed the control
Why it failed: The control was closer to optimal for this audience. Test more conservative variations next time.
How to Apply This to Your Site
This test showed that listing: has been a/b testing link colors (again) and this light blue didn't pass hurt conversions. The change was tested on a category page page in the saas industry. Avoid replicating this exact approach — instead, consider testing the opposite direction or a more subtle variation.
Before you test: Consider that layout tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
It's been a decade since it was first discovered that Google has famously tested those 41 shades of blue. Last month I discovered that they began experimenting with link colors on their search results screen - once again. This time Google tested a lighter blue with a lower contrast which turned out that they rejected (most likely due to a negative experiment result).
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Checkout: Multiple Steps
Problem: Friction during the checkout process causes users to abandon right when they're closest to converting.
Product: Welcome Mat - Partial
Context: Capturing visitor attention on the product with modals or overlays is a balance between engagement and annoyance.
Content Page: Maybe Later on Content Page
Context: Key actions on the content page disappear as users scroll, creating a gap between intent and the ability to act.
Product: Least Or Most Expensive First
Context: How prices are displayed on the product directly influences perceived value and willingness to buy.