What is the primary marketing goal of any product? That's right, to maximize conversion rates. A Big Orange Button (BOB) is a solution to catch users' attention and encourage clicks. However, it doesn't have to be orange. BOB is an acronym created by conversion rate optimization platforms to describe a clearly clickable button color.^[1]

Warm colors like orange, red, yellow, and pink are linked to action, while cool colors like blue, green, and purple are linked to passivity. A/B testing by HubSpot showed that a red CTA button outperformed a green one by 21%.^[2] Despite red's association with warnings and aggression, it also feels more urgent and encouraging.

However, don't blindly change all your CTA buttons to red or orange. First, consider the overall color palette and contrast between the CTA buttons and surrounding content. Second, test your assumptions with your users on your pages.