Ali Demirbaş - Lab
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UI Elements

Highlighting One Option With Background Color A/B Test

A contrasting background may make one option easier to notice.

  • UI elements
  • Selection completion time

Control vs Variant

The visual treatment is the variable, not the words or the position.

Changed
Visual style
Page
UI elements
Difference
changed

Hypothesis

It may speed selection or simply shift choices toward that option. Measure time together with completion and later changes; faster decisions among completers may hide more people abandoning the choice.

How to run this test

Primary metric

Selection completion time

Use the same start and selection events in both arms, and interpret completion time with the share who do not complete.

Other metrics

  • Post-selection change rateTrack later changes among users who selected an option over the same follow-up period; not every change means regret.
  • Visibility of other optionsUse the same event definition to check whether non-highlighted options remain visible.
  • Selection completion rateCompare completed selections among all eligible assigned visitors.
  • Post-selection satisfactionIf surveyed, use the same question, timing and sampling rule in both arms; omit this measure if there is no survey.

What to check before and during the test

  • ChangeChange only the background color of one predefined option.
  • Selection mixRead shifts in selection alongside overall completion.
  • Later changesTrack corrections and cancellations over the same period.
  • AlternativesKeep other options' text, order, size and access unchanged.
  • ExperienceReview first-time and experienced users separately.

Setup mistakes to avoid

  1. 1Do not label an option “most popular” without supporting data.
  2. 2Do not change option text, order or size along with its background color.
  3. 3Maintain accessible contrast.
  4. 4Keep other options readable and usable.
  5. 5Do not use emphasis to push users toward an option that does not fit their needs.