Colouring Up Your Conversion Rate

In this blog post, we’ll be talking about 2 main things: Colour theory and landing pages.

The two may not seem to be related, but strangely enough, they are.

First, a quick question: When you first sat down and started to design the landing page for your website, I’ll bet you didn’t think too much about what colours you needed to use for it, did you?

You probably went with your favourites, or colours related to your brand, or even just went for what you thought looked awesome.

After all, if it looks good to you, chances are your customers will like it too, right?

Well, yes… but that’s not how the most successful landing pages are developed. As it turns out, successful online marketers can use colour theory to make their landing page intentions clear. 

It’s pretty amazing, but the colours you choose for your landing page can and will affect your conversion rates.

What’s colour theory?

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Well, there are many different theories, and they mean different things based on if you’re a designer, an artist… or just an online marketer trying to design a landing page.

Basically, for us, colour theory is about how colour is translated and viewed via digital platforms.

How is colour theory related to your landing page?

When it comes to making a purchasing decision, 92.6% of people say that the visual dimension is the #1 factor that influences their decision.

So when a consumer visits your website, he or she will normally make a subconscious product assessment within the first 90 seconds of viewing your page.

And 90% of that assessment is based on colour alone.

You probably already know, but for your landing page to be successful, you need to gain the attention and trust of your visitors right away, or you’ll lose them (likely for good).

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So what can you do about the colours of your landing page to make sure it captures your visitors attention?

1. Don’t just go for what “looks nice”.

2. Think about contrasting colour combinations and readability, and make your colour choices on what is most effective.

3. Use psychological colour associations to your advantage.

For example, it was discovered that when the marketing automation company Performable changed the colour of their CTA button from green to red, it increased their conversions by 21%.

And when Ript Apparel changed their CTA button from green to yellow, it increased their sales by 6.3%.

But don’t generalize. You do have to test things and see what colors work for you.

In case you’re wondering… what do your colour choices actually say to your landing page viewers?

Here’s a breakdown of some of the most popular colour associations:

color-psychology

Before you sit down and design your landing page, it’s important to think about what colour associations you want your site visitors to pick up on. Decide what key qualities you want, and choose the colours that best reflect them.

For example, if you want to promote trust, but at the same time want to promote a call to action, then blue and orange might be a good combination for your landing page.

Take note that you should also consider your audience when choosing colours.

If your target audience is women, the colours they love the most are blue, purple and green. However, most women hate the colours brown, orange and gray.

Men, on the other hand, love blue, green and black, and hate brown, orange and purple.

So in conclusion, if used right, colour can help you seal the deal and turn site visitors into customers or subscribers. Used wrongly, it can confuse the message you’re trying to send and turn people away. 

Choose the colours for your landing page based on two things: readability and psychological association, and you’ll be able to reduce your bounce rate and make your landing pages more engaging and successful.

 

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