By Jon Clark, managing partner at Moving Traffic Media, a New York digital agency offering SEO, PPC and Amazon marketing services.
Wait, isn’t color on a website just used for aesthetics? No. Color is used for so much more than the attractiveness of a website.
Research shows that color is crucial in shaping customers’ perceptions of a brand. That’s why some of the most successful companies put in a lot of effort to find the right colors to represent their brand. It keeps its branding consistent everywhere, especially in its communication channels.
So, how exactly can you use color for conversion optimization on your site and increase sales? Let’s take a closer look.
Pick The Right Colors To Convey Brand Personality
Colors help shape a brand’s perception. One study even showed that colors evoke and elevate people’s emotions. What’s more, most people closely associate memories and experiences with specific colors. So, choosing the right colors will ensure your brand remains at the forefront of your customers’ minds.
Take, for example, someone who grows up in a happy family home with orange walls, whose favorite restaurant has orange chairs, and who’s won every soccer game in an orange jersey. Because of these memories, this person will associate joy and success with the color orange.
You want people to connect a color or a combination of tones to your brand. Picking the right shades can improve your brand’s perception.
Be careful when selecting colors for an international brand, though. A color that one audience thinks of in a positive light could be perceived negatively in another due to cultural differences. Carefully examine the perceptions your color choices have in different cultures, so you don’t adversely affect your conversion rates.
Categorize Products By Different Colors
Think of how easy it is to find a page on a file binder with colored tabs. That’s how easy it’ll be for your potential customers when you use color to categorize different product pages. Furthermore, it makes your website look more organized and user-friendly.
When picking the best colors for product pages, make sure they align with the website’s overall color theme because doing so will reinforce your brand’s perception.
Pro tip: Use colors that reflect your products’ personalities for the product pages.
Make Your Call To Action Pop More With Bright Colors
The CTA represents the last part of the conversion funnel just before web visitors become leads for your sales team. If a visitor can’t locate the CTA button, all your marketing efforts will go to waste because they won’t do what you intended them to do once they got to your site.
For example, if your “Buy Now” button blends in with the website background color, then a web visitor may not find it during the checkout process. This will force them to click away to find a site where the entire process is more seamless, lowering your e-commerce conversion rate. To avoid this, make sure your CTA buttons are bright enough so your website visitors don’t miss them.
Best Colors For CTA Buttons
One study showed that red CTA buttons increase your conversion rate more than green ones. However, not all businesses go by this study. Companies like Spotify and Evernote, for example, still have high conversion rates with green CTA buttons.
You should choose a color that works well for your brand. Some of the best colors you can use for CTAs are blue, yellow, orange and black.
Make The Color Of Your CTAs More Pronounced
Once you find the right color for your CTAs, check their effect against the background color. Are they contrasting or do they blend in? If the CTAs have a contrasting color to the background, they’ll pop out more, which is precisely what you’re aiming for.
Contrast can either be high or low. High-contrast colors (complementary) tend to pop out more, while low-contrast colors (analogous) are subtle yet still eye-catching. The more the CTA draws attention to itself, the more likely the customer is to click on it and the higher the chances of increasing your conversion rate.
However, the best color contrasts won’t matter if your customers don’t like the color combinations. You need to conduct an A/B test to find out which color combinations they prefer to increase your average conversion rate.
Boost Your Conversion Rate Optimization To Reach Your Conversion Goals
Color is often overlooked by most businesses when trying to boost a website’s conversion rate, but if you choose the right colors to represent your brand, you’ll see a correlated boost in your conversion rates.
Over and above choosing the correct colors for your overall website and even product pages, make sure potential buyers can’t miss your CTA buttons because all your marketing boils down to this.