Have you ever wondered if a specially chosen color would affect the buying habits of your website visitors?
The answer is, “yes,” color absolutely influences visitors to your website, and it is even responsible for the actions they take.
Let’s look at how to color your website and influence conversion, but, first, let’s review why color has such power to persuade your website visitors.
Color is a Powerful Persuader
In a study called Impact of Color in Marketing, researchers found that 90% of the snap judgments people make about your products are based on color alone.
Another study confirms that people make purchases based on how they are affected by the colors you use. They go on to say that the colors must work together with your brand to be effective.
So, you can see that color is indeed a powerful persuader, and the reasons why are numerous.
While many studies exist telling you what color to use for your calls to action and your headlines, and this matters, there are other studies that say predicting consumer reaction to the color is also important.
For example, swimming pool websites are most often blue-toned, and car dealership websites usually incorporate a lot of black. Now, just imagine if the main color on these websites was pink.
Color is a quite definitely a powerful persuader, and it pays to think of the color in context.
You also want to think of your audience when choosing your colors.
It’s time to look at how to color your website and influence conversion.
The Properties of Color
You’ll find that different colors have different meanings for people all across the globe. For example, some colors in the United States don’t affect people the same way as the same colors in another country would affect their residents.
Research your target audience so you aren’t using an offensive color or one that means something other than you’d like it to mean.
We’re going to look at the properties of color as they are widely recognized and the feelings they can bring about.
We most often think of blue as the quintessential color. It represents trust and authority, and it’s soothing and calming.
Some cultures tie it with strength, while others see it as safe and divine.
It’s worth noting that the most popular social platform in the world, Facebook, is blue. The reason is quite simple: it symbolizes trust, loyalty, transparency and sometimes power.
Website designers often use blue in call-to-action buttons and headline text. Combined with just the right fonts, this color has massive impact.
This is another power color, and it’s also often used in calls-to-action.
It represents nature and the outdoors, creativity, youth and also happiness. Consider how it’s also the color of good luck.
In the negative arena, green symbolizes jealousy, and in some countries, it’s the color of death.
The color of royalty, wealth and fame, purple isn’t the best color for conversions.
Universally accepted as the color for girls and women, pink represents sweetness, fun and childhood.
Worth noting, is that while it’s believe to be every woman’s favorite color, that is often not the case.
Much of the world views red as the color of action, passion and excitement. It often symbolizes a sale or something with a sense of immediacy.
It is another power player in conversions.
On the flip side, and in some countries, it can denote anger or danger.
Orange is the happy friendly color, and it’s full of energy. Orange is the color of confidence and physical activity and works well with blue.
It’s also the color of fall and Halloween.
For some cultures, orange is associated with mourning or loss, and in others it symbolizes courage.
Many people love yellow for its happy connotations and warm color. It’s often associated with summer, and many think of it as the color of prosperity as well.
Most cultures usually see black as the color of death.
We do encourage you to use some black in your website design, though, as it grounds your site and provides definition.
The color of weddings, purity and modernity is white.
While you can’t use white in your call-action-buttons, you should use white space on your site to make it easier for your website visitors to find what you are guiding them to.
Using Color the Right Way
Now that we’ve looked at the basic psychology behind a handful of colors, we’re going to look at how to use it in the right way.
Your goal is to use color to capture your website visitor’s attention and direct them to the action you want them to take.
For example, if you use a green call-to-action button (which is a good idea), but your website also uses green headings and other colors of green, the conversion point is lost.
So, while some colors may convert better, they have to stand out enough to accomplish the task. Think high contrast to grab visitor’s attention.
Primary and secondary colors are usually a good bet – think green, red, orange and yellow – as they tend to convert the best.
But, the caveat here is not to use the colors elsewhere on your site.
Leveraging Color Theory
Another thing to consider is color theory and how you apply it to your website.
First, you want to concentrate on contrast. This not only makes your site more readable, but it drives your website visitor to your desired action.
Next, you want to think about complementary colors. These are the colors on opposite sides of the color wheel like green and red or blue and orange.
Finally, you want to use colors with a purpose. Use color to set the tone of your website. Warm colors like red, yellow and orange provide energy while green, blue, and purple are more relaxing.
Your website visitors respond to color. Guide their attitudes towards certain colors by learning about the emotions surrounding the color. Know your target audience so it’s easier to choose your colors.
It’s a good idea to take these advanced tips on website conversions into account and use color psychology to improve your online sales and conversions.
Color is one of the biggest factors affecting your website conversions. Do your research, and if you’re unsure, testing is always the best plan.
Use this guide full of expert tips on the use of color to drive your website conversions on your individual landing pages and watch your leads increase.
Are you ready to squeeze more profit out of your website by using color for conversions? That’s terrific! We’re here to help you optimize your website so it works fluidly for your website visitors. In fact, we promise you we’ll do just that.
With our guarantee, you can rest assured we will increase your profits through landing page optimization.
If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.
We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.
Image: RhondaK Native Florida Folk Artist