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

Colours 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 the right colour scheme on a website can help in getting more conversions.

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

Facebook is a classic example of the impact of colour psychology. Using a colour scheme 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 colour 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 the best colour scheme 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 colours and a female may prefer more sober colours when using a product.

Having knowledge of the preferences of your target audience and how they interact with different aspects of colour psychology has an important role in the web design process.

2. 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.

3. Using plain, solid colours

While it is an exciting proposition to use a heady mix of different colour combinations, most successful companies stick to a singular colour 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.

4. 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).

5. Always test your colour combinations

Testing different colour 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 colour scheme.

6. 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 colour 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 colours 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.