“Girls like pink,” Lance of RockYou declared during a panel at the WebPlay conference. He described how he increased the conversion rate by switching an orange button to a pink button with glitter.
Later, I found him and asked for clarification. I had been slightly offended coming from a background of user experience. A pink button is no more usable than an orange button. Preference doesn’t mean it is usable. People prefer complicated washing machines, but not because it’s very usable but because it reflected their personality, their lifestyle, that eliteness equaled complexity.
“How did you know?” I asked, trying not to be insulted that a girl like myself would like pink.
“A/B testing,” he responded.
I pressed him further for insight. Perhaps a revelation that I wouldn’t have thought of. Pink represented the teenagers’ lives? Pink made an emotional connection to their identity. It was a form of self-expression?
“No girls just like pink,” he responded flatly. “Believe me, they do.”