Many people believe that a website is successful if it ranks high in the search engine results pages (SERPs). A website’s success, however, does not solely rely on its ranking in the SERPs. If anything, conversions are a much clearer indicator of how well a website is doing. Given our e-commerce agency’s beginnings as a digital marketing focused agency, we certainly began to see what SEO and related were not the ends all of the tactics to grow a successful online business.
When someone buys a product or service from a website, the webmaster can chalk it up as a conversion. The same goes for a newsletter signup or a webinar registration. Even the simple act of filling out a contact form counts as a conversion for the webmaster. In more ways than one, web design plays a crucial role in roping in conversions, especially when the web designer incorporates elements of the psychology of color into his or her work. Something we take into consideration for both our Shopify and Magento projects as a vital piece of our initial discovery strategy.
Colors are a powerful marketing tool
Colors have proven to be a powerful marketing tool over the years. The human brain responds to color in a variety of ways, and web designers have been taking advantage of how they impact our emotions and attitudes by factoring them into their web design. It’s safe to say then that web designers have an understanding of the psychology of color, and it helps them boost conversions for the sites they design.
The psychology of color is a legitimate sub-field of industrial psychology, and it’s primarily concerned with understanding how colors determine human behavior. As such, colors have values, emotions and physiological reactions associated with them, and it is this knowledge that web designers and marketers in general use to influence the emotions of consumers and how they perceive certain products and services. This is something we focus on extensively as our design team fleshed out our e-commerce web design projects.
The color red, for example, is a popular color for creating a sense of urgency. Blue, on the other hand, conveys intelligence and reliability, among other things.
I spoke with our friends at Phoenix web design firm, My Biz Niche, their CEO shared his thoughts saying:
“At My Biz Niche, we have been incorporating elements of the said infographic into our work, and we can say that they are having quite an impact on conversions so far. Many of our web design clients request the color red, and we completely understand why.”
To know more about the psychology of color and how it factors into web design and boosts conversions, check out the infographic below.