Friday, May 17, 2013

The Power of Color and its Ability to Impact Conversions

Color has a very powerful psychological affect on the brain, yet how much have you considered the colors you chose for your website, in particular your landing/sales page? When you choose the right visual elements (colors, fonts, design and theme) and get them to work in harmony  you'll be able to boost your conversion rates, however when they clash, you can certainly expect your conversion rates to drop. Take a look at the infographic below from KISSmetrics a revolutions person-based analytics platform for your entire team.

A few takeaways:

  • Color Matters for Call to Action Buttons - Performable did a test where all the content in their page was the same except for changing the color of their CTA button. They noticed that the red button outperformed the green button by 21%. Or take this study done by 
    dMix where he also tested both a green and red button on his website. The text (“Get Started Now”) was the same on both buttons. The eye-catching red button contributed to a 34% increase in conversions.
  • Product Assessment Takes 90 Seconds
    According to research done by the CCICOLOR - Institute for Color Research eveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone.

  • Visual InfluenceSecretariat of the Seoul International Color Expo 2004 showed that 92.6% of those surveyed stated they put the most importance on visual factors when purchasing products. Only 5.6% said that the physical feel via the sense of touch was most important. Hearing and smell each drew 0.9%. 
When making any changes to your website, you may want to do some testing first to see which colors work best with your page and your audience. Some generalizations though that you do want to take into account - think about what sections of your webpage should stand out the most and then use contrasting colors. The most important sections of your site should be in high contrast with the background while the lesser important parts should be in colors that don't contrast as much. This will allow you to draw your visitors eyes to the sections that you feel are the most important.

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