You might know that color affects your mood, but have you thought about how this principle applies when it comes to your landing page? Learn the role that color plays in conversion and how to use color theory to improve your landing page conversion rate.
How Color Boosts Conversion
There are two ways color boosts conversion: White space reduces confusion and drives visitors toward your message, while color evokes emotion that can spur conversion.
We’ve spoken about white space before, but just as a refresher: While space reduces confusion and keeps your landing page easier for the brain to process. White space can also draw the visitor’s eye toward your call to action.
Every color evokes certain emotions. For instance, yellow evokes optimism, confidence, and creativity while red suggests warmth, strength, courage, and urgency. Red might be appropriate for an emergency preparedness website, yet not the right tone for a natural anxiety supplement. Yellow would pair well with a creative website but seem too “out there” for a financial planner.
It’s important to note that different cultures, genders, and age groups associate different emotions with colors. For example, Chinese consider yellow to be a sexually explicit color but Africans equate yellow with riches and wealth. South Africans see red as a sad color, but Chinese equate red with luck. If you’re targeting an international audience, make sure your color doesn’t unintentionally send the wrong message.
Vibrant colors including red and yellow are naturally preferred by children, while adults enjoy cooler hues, say green or blue. Green and blue work on both genders. Women are influenced by purple and men by black, and neither gender enjoys orange. Color is processed on a subconscious level by webpage visitors. Someone seeing red on your landing page might experience a faster heartbeat or greater alertness, yet not perceive this new sense urgency or vigilance.
As a first step in using color to boost conversions, determine which colors are most appropriate for your specific purpose. Who is your target audience? Which emotions do you want to evoke? What colors combine well to create the perfect message?
How to Use Color to Increase Conversions
Once you have an idea of the right colors for your landing page, implement them using best practices for design. Make sure the color corresponds to the overall messaging in your text, navigation, and imaging. It wouldn’t make sense to put a calming image of a landscape on a page featuring bright red accents, but it could work to pair the soothing image with a pale blue accent color. When all elements of the page work together, the message is uniform and each component subconsciously reinforces the other.
Leave enough white space for your message to be heard. Avoid cluttering the page with too many colors or images, since this can detract from your messaging.
Studies show that accent colors can highlight your CTAs and buttons. As a general rule, use color to quickly draw attention toward what’s most important and valuable for page visitors.
To see whether you’ve gotten it right, test two different versions of the landing page. This way, you can see whether a green or red submit button works better for your audience, thereby increasing your conversion rates dramatically.
While you’re overhauling your landing page’s appearance using principles of color, don’t forget to implement our other tips for boosting landing page conversions. If you’ve missed our other posts on how to improve your landing page, get up to speed now!