In the world of marketing, whether online or offline, psychology plays a crucial role. In short, getting a person to buy your product or service is all about getting the psychology right. Get it right, and you make a sale; get it wrong, and your shopper walks away, or clicks away. You can apply psychology to many aspects of your marketing efforts, but in the paragraphs that follow below, I’m going to be talking about colors and conversion.
Colors and the Subconscious Mind
Whether we want to believe it or not, the overwhelming majority of people subconsciously associate different colors with different things, and of course we all have our favorite colors as well. Color preferences are also influenced by gender; although some experts believe this is more a result of conditioning which begins at birth. Regardless of what drives our color preferences, the fact remains that we are influenced by colors. This is particularly true when we buy things.
Some psychology experts believe that colors account for approximately 85% of the reason for buying the things we do. Of course this doesn’t mean we buy stuff we don’t want or need simply because we like the color. What it does mean however, is that when we purchase something, we will almost always take the color into consideration. For the same reason, color adverts have proven to be nearly 30% more effective than black and white adverts.
Using Colors to Drive Up Conversions
Have you ever wondered why links on web pages are typically displayed in blue? They are blue because they are meant to encourage you to click on them, and blue is generally associated with trust and dependability.
If colors can and do influence our buying decisions, then surely it would be wise to think about colors and conversion when setting up a blog. This is especially true when it comes to your home page, or whatever page serves as your sales page.
Just recently, while working on a SEO project for a client, they saw more than a 30% increase in conversions just from changing the color of their “Call-to-Action” button. In another instance, a website owner saw conversions increase by 26% after their “Buy-it-Now” button was changed from green to red. These are real life examples of how something as simple as a color change can result in you making more sales.
What Do Colors Tell Us
As I’ve discussed above, colors send subtle messages to our subconscious mind. Sports cars are a good example of the power of color. Most top end sports cars are manufactured in a very limited number of colors, with red, black, and bright yellow being the most popular colors. I think we can safely assume that most people would much rather own a bright red Ferrari than a brown one.
Okay, so let’s take a look at a few colors, and how these colors are interpreted by the average person:
- BLACK – Exclusivity and sophistication, but also associated with death, fear and suffering
- BLUE – Trust and dependability, and is known to have a calming effect on people
- ORANGE – Fairness and affordability, and also believed to influence appetite
- GREEN – Environmental awareness, and is often used in the “eco-friendly” niches
- BURGANDY – Rich and refined, often used to imply superior quality
- PINK – Feminine but can imply weakness, so should generally be avoided on sales pages
- GRAY – Neutrality and often associated with sadness, so generally not recommended
- BROWN – Officialdom but can imply boredom so should only be used alongside other colors
Practice Makes Perfect
If your site is already getting a lot of traffic but you feel you are not getting the number of conversions you could be getting, then don’t be afraid to experiment with colors. You can either change the entire color theme of your sales page, or else just make small incremental changes. Personally, I would recommend the second option.