When it comes to website design, one of the more important decisions you’ll make involves choosing the right colors. It’s a choice that can make or break your project, especially when you consider all the moving parts that go into creating a successful WordPress site.
Nowadays, chances are good that if own a website, you own a business as well. And the most important thing for a business website is to have a good conversion rate. If your website isn’t converting, your company might as well hang up a “Closed for Business” banner.
That’s why it’s important your website’s color scheme is planned, intentional – and most importantly – optimized for conversion.
In this article, we’ll take a look at how colors influence our lives and how they can be used to improve how your potential customers or clients perceive your site and brand.
Why is Color So Important?
Color plays an important role in our everyday lives. It connects to our feelings in a unique way, making it a powerful marketing tool to harness when making design decisions. Your color choices need to reflect the message you want to share about your upcoming event or product. Usually, color is the first thing that will draw the eye and visually guide your visitors, which is why it’s important that the colors in your design are purposeful and have meaning in their use.
According to a Kissmetric’s infographic, 85% of shoppers base their decision on color alone. And according to the same infographic, proper use of color leads to an 80% increase in brand recognition.
Various other studies and tests have proven that color can increase memory, engage and increase participation, as well as inform.
If you take a deeper look at the infographic mentioned above, you can see that Kissmetrics suggests which colors you should use depending on the nature of your business. It would be easy to assume then that if you are a clothing store you should settle on a pink color scheme. But the decision-making process is not clear-cut and definitive answers don’t exist. I realize that’s not very helpful. But let’s take a look at how color theory works to glean a bit more info about how to land on the right color for your next site.
Color and the Conversion Funnel
A conversion funnel helps you visualize and understand the flow your potential customers go through after they land on your website and take the desired action. In its most basic form, the conversion funnel has four main elements: awareness, interest, desire, and conversion. Let’s break them down:
Awareness
Awareness is all about attracting potential customers or clients to your site. This is the part of the funnel where they get introduced to your brand. They get familiar with your business, your company culture, and your mission statement. This is where colors start to play a major role. By knowing who your target audience is and knowing the emotions you want to evoke, you can start planning your overall color scheme.
Interest
At this stage, you are working to pique the interest of your website visitors. You want to guide them to explore further and dive deeper into your website. Your energy should be focused on polishing headlines, images, banners, and writing a compelling copy.
Desire
Now that you have their interest, you have to make them really want your product. Your website’s imagery, great product options, videos, and testimonials should provide all the necessary information that they need in order to take action.
During the website planning stage, you should choose 3 colors that will represent your brand’s website. The general rule of thumb is typically to use neutral colors such as white or black for the background and use your main brand color to create a visually striking effect. Your primary brand color could be used for links, navigation menus and headlines. The third color should be an accent color from your brand palette that will serve one specific purpose. That brings us to the fourth stage of the conversion funnel.
Conversion
This is where the visitors take your desired action or in other words, convert. What that action is, depends entirely on you but the main goal is that they take action. This is where you need to draw their attention to that one single action. The best way to do that? Use the accent color from your color scheme. This is where you want a color that compliments your color scheme but is contrasting enough to draw the eye to your main call-to-action.
In other words, if your website uses mainly blue then it would make little to no sense to make your call-to-action button a darker shade of blue. Using a color like orange or a shade of yellow or red would be more beneficial.
Do, however, make sure your call-to-actions contrast with your brand colors enough to stand out, but not clash. You want it to draw people’s eye, pushing them toward conversion, not scare them off with an unappealing color scheme.
How to Color Optimize Your WordPress Website
Now that you know what colors mean and how the conversion funnel works, let’s discuss how to come up with a color scheme for your website that is optimized for conversion.
Planning your website color scheme is an integral part of your conversion strategy. Your personal color preference matters very little in this respect. Before you even embark on that stage, you should bear in mind what the primary goal of your website is and who your target audience is.
Based on your audience, your color scheme will be different if your target audience is female then that of someone whose target audience is teens and young adults.
While you may think that you can’t go wrong with pink if you are targeting women, you might be surprised to find out that roughly 35% of the women prefer blue as their favorite color, followed by green and purple.
Estēe Lauder makes a great use of blue on their website:

- The Esteé Lauder website uses blue as a primary color
While Colour Pop targets the same female audience but with a purple color scheme:

- Colour Pop is targeted to women and uses purple to zero in on its audience.
To further complicate things, Jimmy Choo targets a female audience, too, but it focuses its website colors on an elegant black and white scheme which is meant to provide a sense of luxury and sophistication.

- The Jimmy Choo site definitely targets women but it uses black and white.
Men, on the other hand, prefer blue, followed by green and black, while the younger population prefers blue, green and purple, with purple becoming increasingly popular with older age groups.
Dewalt does a great job with its black and yellow color scheme; black being a third favorite color for men and the color that signifies masculinity and force. Yellow provides an excellent contrast color in their call-to-action and tagline.

- Dewalt targets men with a black and yellow color scheme.
How to Determine the Best Color for Your Call-To-Action
Unfortunately, there is no clear-cut answer to this question. In terms of call-to-action buttons on the web, red, orange, and green are predominantly used. When you consider the fact that green usually signifies GO it’s no surprise that many have tried to translate that to the web. However, a number of studies have shown that green is not the optimal choice for a CTA.
A study by HubSpot shows that their red button outperformed the green one with a 21% increase n conversion rate.
Similarly, a study by Dmix shows a dramatic increase in conversions when a red button replaced the green one, improving conversions by 34%.
Amazon, on the other hand, shows that orange can be used effectively as a call-to-action color. If you look at their website, you’ll notice their most important call-to-actions are orange, which is an excellent choice for a company that wants to come off as approachable as possible.
10 Best WordPress Plugins to Increase Your CRO
Because you shouldn’t have to go this whole color optimization thing alone, we’ve put together a handy list of plugins you can use to ensure your color choices are actually working for you.
Wrapping Up
We’ve covered a lot today. The main takeaway about color optimization you should know is that there is no clear-cut answer here. Each website is unique and as such, each website will have a unique conversion rate optimization process.
As a starting point, however, you can narrow the potential colors of your call to action buttons to a few options that are in line with your theme or present a significant contrast. Avoid choosing colors that might have a negative connotation to your target audience. And don’t forget to test, test, and test some more and pick the winning color based on those results.
Bear in mind that color itself isn’t the magical solution. Your color choice is only one part of your marketing strategy, so be sure to complement it with stellar copy and a nice design. Otherwise, your color choices won’t make much of a difference.
What are your favorite CRO techniques? Which color performs best for you? Let us know in the comments below.
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