does button colour affect conversion optmisation?
Post on 22-Jan-2018
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Does button colour
play a part in
conversion
optimisation?
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www.usability247.com
There's more to colour than meets the eye.
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www.usability247.com
www.usability247.com
Colour is visual…
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www.usability247.com
and colour is
psychological.
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www.usability247.com
Colour can evoke an
emotional response…
…or convey a message.
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www.usability247.com
RED, for instance is often
interpreted as:
Warm. Stop. Danger.
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But does colour
influence buying
decisions?
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www.usability247.com
An effective CTA*
button catches the
eye, inviting the user to
click and convert.
*Call to Action
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Appearance is everything:
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www.usability247.com
92.6% of people state visual aspect as being
a deciding factor when making a purchase.
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www.usability247.com
84.7% think colour is more important than other
elements when choosing products to buy.
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www.usability247.com
So how something looks,
along with its colour,
influences the decision to
buy it. But does this
association translate to
CTAs and conversion
optimisation?
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GO?
STOP?Not necessarily so.
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One test study found that a red
button increased conversions
by a massive 34%, when
compared with a green one.
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Similarly, a Red/Green A/B test
by marketing platform HubSpot
increased conversions by 21%
in favour of red.
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In another test, a green button
was tested against a blue
button, with the green button
weighing in a hefty 35.81%
increase.
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So green trumps blue, and
red trumps green?
Not necessarily
so.
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Vs.
Internet marketers Monetate tested a blue button against an
orange one – orange and red often being regarded as
interchangeable – with blue outperforming its rival by 9%.
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What this tells us is that no
single colour is a guarantee
of conversion.
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What works colour-wise on
one website, might not work
on another.
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Other contributing factors in CTA conversion
optimisation include:
Message Placement
Context
Size
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But what really
counts is
standing out.
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Choose a strong colour
that lifts the CTA from
the page; one that
contrasts its
surroundings.
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Determine which colour, and shade of that colour, works
best for your website via real world A/B testing.
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Rinse and repeat until your
CTA button is performing the
job it was designed for, and
your conversion rates are in
the rudest of health.
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Press me
Increase your sales with
CTA buttons that
convert. To find out
how, contact
Usability24/7 today!
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