Would you believe the colour of your call to action button could encourage your user to click that “Buy Now” button? Because colours influence one’s emotions, it also can influence decision buying. And that is definitely worth taking a few minutes to explore. Needless to see, we all want to maximize our results as well as the size of our wallets.
You may have noticed the multitude of red, green, orange and blue buttons. Why is that? Because those particular colours cause an emotional reaction, and could potentially lead toward a buying decision.
1. Red – it’s bold, powerful, heart-pounding and makes you STOP and take a look at what’s in front of you. It is arguably the most effective CTA colour to use because of its intense passion and attention-grabbing quality.
2. Green – a calming colour associated with the “Go” traffic light, nature and prosperity. Easy on the eyes, green is an excellent choice of colour when you want to give your client the OK to purchase your product.
3. Orange – a bright and cheerful colour that also reflects creativity makes it a winner. Amazon, the most successful online company, uses orange to highlight “Add to Cart” buttons. It must not be a bad choice, considering Amazon’s success.
4. Blue – conveys trust, has a calming effect and is the favourite colour for men and women alike. eBay makes use of blue buttons on their shopping cart button.
It’s All About That Contrast
When it comes right down to it, the most important thing is for your button to be as obvious as possible. A higher contrast equals higher conversions.
You want to ensure the text is also extremely visible on the button. Don’t use a scripty, hard to read font.
Likewise, be sure the button colour contrasts well with your background.
For instance, A bright orange button is going to stand out especially well on a sky-blue background. They are complementary colours.
WordStream nails this colour scheme on their “Get the free report today” CTA button. Also effective is their captivating headline “40 Hours of PPC Analysis in 60 Seconds or Less!” and the subtitle “Fast, Secure, Free” which helps reassure the user that they are not going to instantly regret their decision to click.
See how easily Netflix entices you to join Netflix (assuming you’re not already one of the 118 million subscribers).
They keep the message brief and they assure you that you can cancel at any time AND get the first month free. Colourful movie and shows in the background pique your interest to “See what’s next” in their massive collection of entertainment.
Note that the button message is extremely important as well. Would you have been as motivated to click that red button if it simply read “Join Now”?
Stay True to Your Brand
Whatever colour you choose for your CTA button, make sure that it ties in with your brand. If your Brand Colors are Orange and Green, don’t use a blue CTA button which will probably confuse your user.
Consider who your audience is and select a style that reflects their personality.
If you are a wedding planner, for instance, a pink button that matches your brand colours would be more effective than a BOB (big, orange button.)
Ask yourself these questions:
1. Does my CTA button stand out?
2. Does my copy convince users to take action?
3. Is my CTA button easy to find?
4. Does my CTA button reflect my brand?
5. How will my prospects benefit by clicking?
Don’t be afraid to experiment and switch up the style until you reach your desired goal. Make a few versions of your product page and test it out on users. Google Analytics Solutions and Optimizely are a couple of great options.
Marketing trends are constantly evolving and what was popular in 2015 may look completely outdated in 2020. Keep your style fresh and engaging.