Google tested 40 shades of blue for the links on their search results.
One shade led to people clicking on links a fraction of a second faster. Over millions of searches that adds up – faster for users, better for Google.
They’ve found that a 1/10th or a second, or even a 1/100th of a second faster makes a difference to users – resulting in them being happier, and coming back more frequently to search.
Source: Lecture by Matt Brittin, Vice President of Google for Northern and Central Europe, Imperial College, Nov 2011. Video here.
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