How much should the colour scheme of your website influence lead growth? So many things go into helping trigger a conversion - placement and size of page elements like CTAs, language style, native preferences of your ideal customers, and of course, relevant content - how much of a role could colour play in raising your odds of a conversion?
Quite a bit, actually, provided you’re observing practical conventions and applying some wisdom to your page development. Here’s what we know, and what we should do.
Colours mean different things in different cultures. Western culture says that white is the colour of purity and goodness, whereas Chinese and Japanese culture paints it as the colour of death, so the colours you use in branding will carry subtle differences to different cultures.
Most of the colours and qualities we discuss in this article have western influences. Keep in mind that these are suggestions and connotations that the colours provide - they can give a subtle hint of what your business is passionate about, or offers. After we check the basic colour deck, we’ll have a close look at what relationship colours have with lead conversion.
Highly versatile, black can convey a variety of things. It adds drama to a page, yet can also be used to define luxury or the high life when associated with products. Because it’s a heavy colour, overuse can deaden your page. Traditionally in western culture, it’s the colour of mourning and death.
White stands for cleanliness, surgical precision, openness, and clarity. The term ‘white space’ refers to an area of open space on your page, and helps draw focus towards your key page elements.
Grey is used for balance. As a neutral colour, it can be used to present different products/services in the same light. Because it sits halfway between black and white, it can carry the luxury vibe of black with the clarity of white at the same time.
A stimulating colour, red has a lot of meanings. It can convey urgency, excitement, boldness, and intensity, among many other things. Because the colour stimulates the appetite, it’s a favourite of the food industry, as well as for clearance sales.
Energetic in nature, orange denotes excitement, enthusiasm, warmth, and confidence. It carries the sunny disposition of yellow and the intensity of red, making it popular among active businesses.
Optimistic like orange, yellow tends to be a more open and expansive colour. Cheerful and stimulating, this colour is best used sparingly, as its attention-grabbing characteristics also make it a warning colour.
Used for a variety of purposes, green can convey fresh thinking, growth, creativity, and an eco-friendly attitude. It also has an association with wealth and a healthy lifestyle, and, conversely, jealousy.
Brown is great at symbolising stability and reliability. Earthy and solid, it can help reassure and relax customers, although will work best when paired with a more active colour to encourage a response.
The traditional colour of kings and royalty, purple still carries the connotation of wealth and power. It can be used to suggest quality, success, wisdom, the imagination, and creativity.
Now, which of these converts the most leads?
For a long time, there was the thought pattern that said red and orange buttons converted the most leads. And initially, it makes sense. After all, red and orange are the most energetic and stimulating of the bunch, and therefore are going to stand out, right?
Case studies were performed on this in many different circumstances, running A/B tests on different pages to find out whether a red button could outperform a green one.
To a degree, red/orange buttons would outperform green/blue ones. Although, further studies began to debunk the theory once the greater context of the web page is looked at. If your web page has a green colour scheme, for example, and you’re testing green vs red call-to-action buttons, the colour that stands out the most is going to have the greater success rate.
It’s Really About Understanding Your Ideal Customers
In order to use colour to your greatest advantage in your website, you need to understand what is going to resonate with your ideal customers and what they will naturally perceive as a positive response to your call-to-action.
When you do the research on what your ideal customers are likely to resonate with and building a website that does just that, it’ll yield more and greater results.
Doing so reformats the ‘red buttons have a better response rate’ statement into ‘understanding what your customer will respond to and delivering that will give a better response rate’. It takes the emphasis away from exact colours and looks more at the greater level of effect that informed and timely colour use can have on your customers.