Are Your Landing Page Colors Killing Your Conversion Rates?
If increasingly poor conversion rates have got you seeing-red and seething with frustration, then there’s a good chance that there may be something wrong with one very crucial element in the design of your landing page – the use of color.
An effective color scheme can go a long way toward improving your chances of a successful conversion. However, the possibilities for using color and implementing their configuration are almost infinite, and if executed poorly can confuse the message you are trying to communicate and drive your visitors away. But how, exactly?
Say It With Color
With so much of your ‘real estate’ space dedicated to color alone – remember, your textual information should be as succinct as possible – the way your landing page looks is every bit as important as to what is being said. After all, you can communicate any number of meanings with a single shade of blue, or red, or green. It all depends on how you decide to use such colors and in what context.
Just like certain words and images hold certain connotations, so too can any number of the colors at your disposal. We all know that green means ‘go’ and red means ‘stop’, or that blue can signify water, but they also have a deeper, cognitive influence that can determine how people feel and react. This kind of meaning by association is important to consider when choosing which colors to use in your landing page design. You want your chosen color palette to accurately represent your message whilst at the same time evoke a positive reaction, one that encourages your visitors to complete a successful conversion with confidence.
Use an irrelevant palette and your message may become lost in translation, leaving your visitors unsure of what it is exactly you’re trying to promote. Whilst any colors that have any negative connotations may dissuade visitors entirely.
Some color meanings to consider include:
- Associated with trustworthiness, loyalty and logic. Ideal for highlighting keywords and your headline as this will suggest an immediate understanding of the visitor’s needs.
- Has a calming, soothing effect depending on the hue. Paler variations are ideal for your background as they aren’t too visually intrusive, but should be avoided in the Call to Action area as it is far too passive to evoke affirmative action.
Image: Barclaycard in formal, passive blue. Conservative blue tones promote trust and loyalty.
- Associated with warmth and intimacy. Ideal for emotively-specific messages, depending on the nature of your promotion.
- Has a stimulating effect that varies in intensity depending on the hue. Ideal for capturing visitor’s attention in key areas and encouraging physical action. But if used incorrectly can distract and frustrate.
- May signify danger or a hazard.
Image: Vodafone’s intensive red encourages alertness and can stimulate physical action.
- Associated with prosperity and vitality. Ideal for convincing visitors that your promotion is a purchase/commitment that is vital to their lifestyle.
- Has a reassuring effect when used in the right context. Used incorrectly and it can have a stagnant effect, failing to stimulate or excite visitors in what you have to offer.
- Increasingly, green has environmental connotations which may or may not fit the dynamic of a brand
Image: The BP home page gives a feeling of neutrality and a sense of calm.
- Associated with joy, energy and fun. Ideal for targeting a key demographic, such as younger visitors or those with a specific intent to purchase your offer. However, an abundance of this color may appear juvenile to anyone else.
- It combines the emotive properties of Red and the playfulness of Yellow and promotes positive action. Ideal for drawing attention to your Call To Action and encouraging visitors to complete conversion.
Image: ING Direct may have a brand/color mismatch – finance prospects seek reassurance through colors associated with loyalty and trust.
- Associated with luxury, extravagance and rarity.
- It combines the stability of Blue with the energy of Red and soothes as well as evokes feelings of passion. Used correctly, this can play to the visitor’s needs and desires in order to secure conversion. However, darker variations can overwhelm and evoke feelings of gloom, sadness and subdued frustration.
Image: Cadburys – plays on the consumers passion for luxury chocolate
- Associated with power, elegance and formality.
- Creates a feeling of perspective and depth, and used correctly can be aesthetically pleasing. However, used too prominently it can overwhelm, evoke feelings of uncertainty and cause visitors to leave your landing page before they have even had time to listen to what you’ve got to say.
Image: American Express – formal and powerful, although possibly a little daunting and overwhelming
Show It With Clarity
Taking color associations into consideration is certainly an important factor when designing your landing page, but it’s also vital to examine how these colors effect the overall readability. After all, a landing page is only of any use if visitors are able to understand the message quickly and easily.
Generally speaking, colors are more readable when used in close proximity to other colors that they have a large contrast with – black and white being the most definitive example. This kind of color configuration is important when considering key elements of your landing page that need to stand out. You want to use the right color combinations that will help emphasise certain areas, such as where your conversion goal is being represented, for example. Whilst ensuring at the same time that the color combinations you use are complimentary.
Use a color combination that doesn’t work, and not only will your landing page look aesthetically poor, but it may also prevent visitors from being able to read certain information that may prove crucial to securing a conversion.
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