How does the right color scheme on a website help with conversions?

By | July 26, 2019

Using the right color scheme can make your website much more impactful

Colors are an important aspect of how we see and perceive things.The visual appeal of any particular object or product is a huge determinant of whether We would buy it or not. Similarly, choosing a color scheme on a website that matches your brand guidelines can help in getting more conversions.

picture of storyboarding process to decide colour scheme of a website

Scientific research has over the years, discovered an increasingly effective role of colors in influencing the emotional and physical state of a person. While the reason behind what triggers this reaction is still not proven, color theory is a widely accepted phenomena of design.

Facebook is a classic example of the impact of color psychology. Using a color theme that revolves mainly around blue, which stands for credibility, peace and trustworthiness, Facebook was able to churn out a huge number of conversions and traffic in its initial days. Something as mundane as the color of a call-to-action button can significantly increase the time an average user spends on your website, hence more chances of converting them into regular users of your product or service.

Keeping in mind a few vital points in mind, and choosing apropriate colors can have a multiplying effect on how people interact with your website. Some of the important factors worth knowing are:

  1. Know your audience

It is necessary for a website to know about the demographic or age group they are targeting. The liking of a male user may vary from those of a female user. A male user may prefer louder colors and a female may prefer more sober colors when using a product.

Having knowledge of the preferences of your target audience and how they interact with different aspects of color psychology has an important role in the web design process particularly in choosing a matching color scheme.

  1. What you show is what you sell

Knowing the products and services that you are offering to your customers often has a significant contribution in converting a potential customer to a paying customer. Companies that sell organic, agricultural or plant-based products then, are more likely to choose shades of green on their website or e-commerce store.

  1. Using plain, solid colors

While it is an exciting proposition to use a heady mix of different color combinations, most successful companies stick to a singular color scheme for the entire User Interface (UI) of their website. It not only makes the website look cleaner but also reduces the chances of an increased bounce rate.

  1. Learn from your competitors

Before beginning with the design and development process, a competitive analysis of the websites of businesses operating in your industry can serve a good purpose. You can take inspiration from them and also try using it in creating a unique web presence for your brand(s).

  1. Always test your color combinations

Testing different color combinations and analysing the impact it has had on the overall user experience can help you choose the right combination for the right consumer or visitor.  For example, red is more likely to convince an impulsive buyer to buy a product from your e-commerce store than say, a blue color scheme.

  1. Call-to-action buttons shouldn’t be left out

While the overall UX of a website is a major contributor to increased conversion rates, using the right color combination for the call-to-action (CTA) buttons is as vital as the former.

Call-to-action buttons enable the website to interact with the user-generated data and are persuasive. It is therefore, imperative to use colors that keep users engaged to your website.

The above-mentioned guidelines, if followed diligently, can really help the web presence succeed in creating a delightful user experience while also ensuring maximum returns on the time and effort invested in making the website a highly-engaging point that gathers new sales or customers for an organisation.

To create such thoughtful as well as effective websites, get in touch with Ascezen Consulting today. Mail us now.

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About Qais

Entrepreneur: Content Strategy, Business Consulting, Brand Consulting, Corporate Identity, Technical Writing, E-learning, Web Development, Digital Marketing, Training. As an Entrepreneur, I have provided strategic content consulting to various businesses and startups. With a good understanding of audience needs based on demographics, I have successfully helped many customers launch their brands. Excellence in Content Creation and Curation has enabled me to mentor writers and editors to create niche and valuable content that gets viral soon. On the management side, I have proven capabilities in setting up a winning Technical Writing/E-learning/Content Management team, developing and managing it to win projects and steer them to success. Possess more than 19 years of experience in Technical Writing, E-learning, Content Management, Web Content, Website Development, and Digital Marketing. Having spent more than 13 years in leadership roles, I have ensured quality of deliverables, timelines and budget, while effectively managing resources, risks, and people (all stakeholders). Besides this, I have been actively involved in conceptualizing and conducting soft-skills training programs at various educational institutions as well as IT & Software companies in India. Key Strengths: Business Consulting, Content Marketing Strategy, Start up Mentoring, Project Management Consulting, User Documentation, E-learning, Web Content Management, Digital Marketing, Marketing Communication, Training, Coaching and Mentoring.