Somebody you work with thinks they are right, but you know better than to follow suit like a sheep. So, how do you, politely, of course, change their mind? Write a blog post. A colleague thought green and orange were the best colors for CTA conversions. Lots of his experience and external data supports his green-orange thesis, most of which is likely Aquaman propaganda, but here is how I convinced him to see beyond his dual-color box.
93% of people rank visual appearance as their biggest buying factor and 85% say color is the primary reason to buy an item. It’s clear color is a persuasive agent in marketing; it has the power to evoke certain feelings, direct attention, and influence actions.
“Color is a power which directly influences the soul.”
The Conversion of Color
Brands rely on color to give some personality. They strive to fit in with their consumers, and the colors they use just might make or break them. Every color should have an apparent purpose be it in the logo, CTA, or layout design. No matter what, each will subconsciously affect emotion and conversions so you might as well get behind the psychology and direct the responses effectively. Research shows that matching color with relatedness of product is more important than the color itself.
In the case of a CTA, standing out like a sore thumb is the goal. People will see the CTA as a focal point and it will have a memorable impact. Although it needs to stand out, make sure it is in tune with your other colors. Using a high-contrast color complementary to your background is a great choice. It stands out but is still coordinated with the color elements.
There is no one color that always creates the best conversions. But, highlighting a color with complementary isolation will engender attention.
To put this into action, look at the page the CTA will be on and note the dominant colors on the page. Highlight your CTA with the complementary color to the dominant one.
If you have a lot of different colors on the page, do you have a really good reason, such as selling rainbows? No? Consider changing the design of your page so when a visitor does click to your page, their attention is focused on what you want them to see.
A test done on Performable compared the results of a green CTA vs red CTA on the same page.
The red button outperformed the green by 21%, not because it was red, but because it stood out from the rest of the page. It didn’t fit in and therefore people were drawn to it.
“If a good color sells, the right color sells better.”
An ecommerce store based in Europe saw a 35.81% increased conversion by changing their button color from blue to green. The color change answered the question, “Where should I click next?”
By contrast, my manager supported by a very well researched study, boldly announced BOB – big orange button – is the ultimate CTA button color. That’s a presumptuous overgeneralization.
The best color for conversions is one that stands out. You want the eye to be drawn to it and have it convey a certain meaning, perhaps urgency or elegance. But, making the button clear, accessible, and fitting with the theme is just as important.
Looking at color schemes and creating colorfully compelling CTAs improves conversion. You don’t have to increase traffic to your site in order to see these colorful results – it just adds an efficient zing.