Use the right colors to convert


How the choice of color can impact on conversions and help drive sales

If you sell products online, there is no denying that your choice of color is going to have an impact on the number of sales you are able to make. If you are to build a strong online presence and increase your chances of making a high number of sales, you are going to need to consider all of these factors when you are putting your website together. In this guide, we are going to take a look at how color has an impact on your conversion level and, ultimately, your profits. So, continue reading to find out everything you need to know about using the psychology of color to your advantage.

What is color psychology?

Color psychology is the science of how color impacts our behavior as humans. There have been a number of different studies that have proven that color affects our feelings and the way in which we behave. For example, in one study carried out by Satyendra Singh, she determined that customers form an opinion about an item within 90 seconds. She also then discover that between 62 and 90 percent of this opinion is determined based on the product’s color alone. Because of this, it is important to consider the color of your website if you are to optimize your conversions. You need to think about what colors are going to cause people to act in a certain way. What color is going to encourage someone to make a sale? What color is going to convince someone to browse your website further? You also need to think about colors in relation to certain segments of your audience base. For example, if your consumer base is mainly female, then you are going to need to research what colors they like and what colors they don’t like.

Using color to boost your website conversions

Now that you have a better understanding regarding how color influences us as humans and what this can mean for our websites, we need to take a look at some useful tips and pieces of information that will ensure you are using the right colors for your site…

Choosing the right colors based on gender

Let’s lead on from the earlier example about figuring out what colors are going to work if your audience is female. A lot of studies have been conducted into this. Women love the colors green, purple, and blue the most. Men are pretty similar, in fact, yet purple is replaced with black. In fact, purple is one color mean don’t like, as well as orange and brown. For women, they also don’t like orange or brown, and gray also falls into the category of a color you should stay away from for a female audience.

A lot of people believe that pink is the most universally-loved color by women. In fact, this is not the case. Only a small percentage of women select pink as their favorite color. While it is a color that is associated with feminity, this should not be confused with being a color that is appealing to women. Switching from pink to blue or green, for instance, could see an increase in your conversions.

Creating a sense of trust

As mentioned, one factor you need to consider when you are trying to figure out what color is going to be right for your website is the feeling you want to create. If you are looking to create a sense of trust, blue is the option to go for. This is why it is widely used in a lot of websites today. Blue is a color that is linked with loyalty, order, peace, and trust. Blue also brings about feelings of serenity and calmness too. It is of no surprise that the world’s biggest social network, Facebook, is blue. The company says their core values are trust and transparency, and so we can assume that their choice of color was not a coincidence.

Create a feeling of luxury and value with black

The darker the tone, the more luxurious it is. Black can be linked with power, sophistication, and elegance. Therefore, if you have a high-end e-commerce website, it is definitely worth exploring the option of using black as your main color. It can communicate exclusivity, sophistication, and glamour.

Green: the eco choice

Many people would agree that the most intuitive color connection is green. We automatically associated with the environment, nature, eco-friendliness, and the outdoors. If your business does not operate in one of these spheres, green can look out of place.

Use primary colors for your call-to-action

Call-to-actions play a very important role when it comes to driving sales and conversions. This is why you need to select a color for your call-to-action buttons and texts with care. Primary colors tend to be the most effective. Dark colors, for example, dark purple, brown, gray, or black do not have very good conversion rates. Brighter colors, on the other hand, do have great conversion levels.

Test a number of different colors

The final piece of the puzzle is to make sure that you test a number of different colors. Despite all of the research, there is no right color for a conversion button or text. Testing is always the best way to get the right outcome.

As you can see, there is no denying that the colors you select are going to have an impact on the performance and success of your website. There is no right or wrong when it comes to determining what color will work on your website. It is all about figuring out what emotions you want to create and what sort of people you want to appeal to. You can then use this to decide what sort of colors are going to be the right choice for you and your business.


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