How Colors Affect Conversions

HOW COLORS = AFFECT CONVERSIONS = COLOR has a powerful psychological influence on the human brain. Learn how others have harnessed it and how you can do the same. THE DATA VISUAL INFLUENCE 92.6% 92.6% of people say the visual dimension is the #1 influencing factor affecting their purchase decision (over taste, smell, etc.). PRODUCT ASSESSMENT TAKES ONINETY SECONDS Studies suggest that people make a subconscious judgment about a product within 90 seconds of initial viewing. ? 90% Up to 90% of that assessment is based on color alone. ² APPLIANCE PREFERENCE COLOR & RECOGNITION 2/3 26% HIGHER One study found that magazine readers recognize full-color ads 26% more often than black-and-white ads. * Two out of three consumers won't buy a large appliance unless it comes in their preferred color. 3 CASE STUDIES* * Don't generalize. You should test colors on your website with your audience to see what works best for you. CTA BUTTON COLOR 21. INCREASE Performable Performable changed the color of a Call-To-Action (CTA) button from green to red, resulting in a 21% increase in conversions. $ TR 6.3% INCREASE CTA BUTTON COLOR RIPT RIPT APPAREL Ript changed a CTA button color from green to yellow (in addition to tweaking the button copy), resulting in a 6.3% increase in sales. KETCHUP COLOR Heinz $23 MILLION H.J. HEIN Z COMPANY In a marketing experiment, Heinz changed the color of their signature ketchup from red to green and sold over 10 million bottles in the first 7 months, resulting in $23 million in sales. At the time, it was the highest sales increase in the brand's history. " APPLICATIONS What colors should you use on your website? FUN FACT Why are most web hyperlinks blue? "Red and green are the colors most affected by color-vision deficiency. Almost no one has a blue deficiency. That means nearly everyone can see blue, or, more accurately, almost everyone can distinguish blue as a color different from others. It was pure good luck that the default color of hyperlinks is blue with underlining." BLUE PURPLE GREEN Colors women love the most 8 ORANGE BROWN GRAY TARGETING WOMEN Colors women bate the most 8 Colors men love BLUE GREEN BLACK the most 8 TARGETING MEN Colors men bate BROWN ORANGE PURPLE the most 8 OKISSmetrics PEOPLE. NOT PAGEVIEWS. 1 http://loyaltysquare.com/impact_of color.php 2 http://www.zeroabove.co.uk/news/the-colour-of-success-whats-your-flavour.html 3 http://www.colormatters.com/fun-color-facts/factoids-part-2 Hermie, P., Lanckriet, T., Lansloot, K. and Peeters, S. Stop/watch: everything on the impact of advertisements in magazines. Medialogue; 2005. 5 http://blog.hubspot.com/blog/tabid/6307/bid/20566/The-Button-Color-A-B-Test-Red-Beats-Green.aspx 6 http://visualwebsiteoptimizer.com/split-testing-blog/how-ript-apparel-increased-their-sales-by-6-3-ab-testing-case-study/ 7 http://www.colorcom.com/research/why-color-matters 4 8 http://www.joehallock.com/edu/COM498/preferences.html 9 Adapted from “Building Accessible Websites". Copyright © Joe Clark, 2002. All rights reserved. Used with permission. The logos of Performable (bubspot.com), Ript Apparel (riptapparel.com), and the H.J. Heinz Company (beinz.com) are used courtesy and with explicit permission of their respective owners. All rights reserved.