Do Colours and CTAs Help with Conversions?

Conversions are the backbone to any business; without them, your business wouldn’t be on the path it is today. But we all know looking for ways to increase your conversions without making drastic changes to your website is hard.

In this instance, the first thing to consider is making sure your website is consistent regarding your calls to action (CTAs) and specifically their chosen colouring.

Why is this important, you ask? Well it’s proven that our eyes are drawn to eye-catching colours, something that stands out from the rest of the screen. The best place to implement these colours are at your conversion and clickable points. These colours need to be relevant – you can’t just throw in a luminous orange for the sake of drawing attention to your telephone number. Why? Let’s get into it.

You say tomato, I say tomato

Word association is something that is often linked to brands – for example “every little helps”, you think of Tesco. “I’m lovin’ it”, you think of McDonald’s. We could go on forever, but you get the point. The same applies to colour.

Colours are associated with brands, such as purple for Cadbury and red for Coca-Cola. If we take Cadbury’s as an example, we can see on their website that they feature predominantly their royal purple colouring as their background.

They are using their secondary brand colour, white, as the colour for their main clickable elements. This colour works really nicely for them as the white is a bright contrasting colour compared to the purple which really catches the eye. These colours feature across the site to draw your eye to the pages Cadbury want you to explore, it’s simple but so very clever.

But what colour should I use? 

Not every brand is as lucky as Cadbury when it comes to their brand colours working so clearly together. Take AFS Supplies, for example. AFS is a long standing business of 40+ years, they have quickly become a leading provider of health and hygiene products, as well as providing services to livestock farming and all allied industries. On their website, you can see that their logo features a range of colours, which can make it difficult to choose which one would work best for not only the website but to accompany the industry with which they fall in.

As they supply to an array of industries, it is imperative that they choose an appropriate colour for their calls to action. Now, you may not believe in such things, but colours come with certain connotations. As already mentioned, purple has a sense of royalty, blue has an aura of trust, and brown, steadfastness. When it comes to the colour green, this has a calm presence – it helps to ease any feelings of dread as well as being linked closely to nature.

As AFS Supplies works a lot with the agricultural industry, of all the colours green was the clear choice. It represents a calm process to ordering your supplies, as well as aligning with their industry connotations.  The ease of choosing your colour can differ depending on the existing brand.

We have implemented the same strategy for Dust Masks Direct, AFS Supplies’ sister company. With only one brand colour, this one was easier to implement. As specialists in PPE they have a clearer target demographic which made it simpler to implement their brand colour throughout the site in the same way. The trusting blue used in their branding is perfect for their business. PPE is something vital to a lot of industries, so trusting the company you buy from is a must.

Cadbury has nailed it with their royal purple, communicating the luxury of their chocolate as well as their royal standing in the chocolate industry. Choosing your colour needs to not only catch the eye but represent your brand identity. 

You’ve chosen your colour – now what?

So you have your colour, now use it in the most efficient way to maximise your conversions! But how? We are using a natural green to accentuate all the calls to action around AFS Supplies site, such as the buttons to the product pages so it is clearer where on the site users should navigate to.  Not only are these used on calls to action but also on all clickable elements of the site to help with guiding the user throughout and to avoid any rage clicks on something that can’t be clicked on! Any signs of frustration on the site can mean the difference between a customer converting… or not.

Whatever you do, don’t fluctuate between colours! There’s nothing more misleading than a range of clickable colours. You’ll find with one or even two main colours, you will help to increase your conversion rate. It’s a simple and easy way to do so without bringing too many eye-catching colours to the site. 

Of course, adding colour to your clickable elements and calls to action is just a start to increasing your conversions. Further steps you could take would be looking into SEO, social media marketing or PPC.

Your marketing strategy needs to be tailored bespoke to your business depending on your marketing goals, it’s not one size fits all. Interested? Give us a call on 01603 859007 or email [email protected] and we can set up the next steps! 

Images provided by NU Image