How long do you think it takes for an average person to develop an opinion about your brand? 90 seconds. Yup! That’s it. You have only a minute and a half to make sure that you convert your visitor before they get up and walk away.

How do you do that?

There are a couple of things that the visitors notice every time they visit a website. These include your website or web page's color theme and copy among others. Whether we talk about the background color, the font, or the color of the CTA, it’s all-important.

So, which color is best for your CTA?

Nothing is set in stone. You must have seen a lot of websites that have CTAs in green. Green is the color of peace. People associate positivity with this color. But the thing is that ever since marketers came to know about this, everyone started using green as their go-to color when designing their best logo design or webpages or landing pages. So, now what do web developers or designers do? Is there a single color that fits the bill?

Let’s find out.

The Power of Color Psychology

Ask any marketer worth their salt and they will tell you the importance of retargeting, social proof, FOMO, and other marketing strategies to increase your conversion rates. The one thing that most of them will not be able to tell you is the best color for your website’s CTAs so that it stands out and makes an impression on your visitors. The right impression.

Even in our daily lives, colors play a very crucial role. They are one of the essential elements that affect our buying choices. They also define the brand and either heighten its perception in the viewers’ minds or lower it.

Whether it’s a storefront, website, logo, landing page, or CTAs, colors help us make the decision to either take an action or to let it be. Choosing the right color can make the right impression on your visitor’s mind and help them in their decision to take the action that you want. They can help you guide your visitors through your sales funnel and transform them into confirmed buyers.

How Color Psychology Influences Buying Decisions

 “Painting is a blind man’s profession. He paints not what he sees, but what he feels, what he tells himself about what he has seen.”

– Pablo Picasso

Picasso makes a very strong point here about colors and what they are used for. That is what color psychology is all about. It helps us identify how different colors affect our emotions and bring out the different emotions from within us. These emotions then help us make a decision. Strong marketers use these emotions to elicit the right action from their customers and make their brand, products, or services memorable.

Best Practices for CTAs

Again, we will take the color green as an example. The reason why you see a lot of CTAs in different shades of green is that green color is associated with positive emotions. It represents safety, trust, balance, and other similar concepts. From traffic lights to recycling to checkmarks, you will see green being used for a lot of different purposes, all of them trying to represent positivity and safety. That is why a lot of websites use this color to help them guide their customers through their sales funnel. They litter their web pages and landing pages with green CTAs as green gives the go-ahead signal to customers.

But before you go ahead and turn all your CTAs green, make sure that it’s what you want and that it goes with the overall look of your website. Don’t just follow the trend. Like we mentioned earlier, the one size fits all strategy doesn’t work. What works for your competitors might not work for you.

Take, for example, luxury products. You will never see a green CTA on a luxury product or service website.

Why is that?

Well, to put it simply, green has been used so many times for websites, CTAs, and brick and mortar stores as well that it has become common. Large retailers and supermarkets have turned it into their main identifiers. For this purpose, luxury brands have stopped using this color so that they can create the difference between them and others.

So, which color works best for you? Here are a few points that will help you choose the right color for your CTAs.

Never forget the Context

There are a lot of factors that you need to consider before choosing the right color. So, don’t just take the plunge and regret later. Take your time and know the factors. The color of your CTAs must fit your overall color strategy. This will include your brand’s colors, your website’s colors, and your logo. You must also take into account your buyer persona. Will your buyers associate with the color or be appalled by it? That is the million-dollar question.

After you decide on a color, make sure that you A/B test to find out whether it has any affects your conversions or not. Without data-driven evidence, you are just working on assumptions and that can be a dangerous road to follow.

Make sure it pops

The one thing that everyone agrees on about CTA color is that it has to be eye-catching. It has to stand out. One way of doing that is to use contrasting colors as compared to your website’s theme. You can either use complementary colors or triadic colors for your CTAs. For those of you who don’t know these terms, complementary colors are the colors that exist at the opposite end of the color wheel from your dominant color. Triadic colors are the ones that are placed one-third of the way from your dominant color on the color wheel. Choose these colors to give your CTAs the maximum appeal and presence.

Keep it simple

You must have visited websites that added so many colors to their web page or landing page that it actually hurt your eyes to look at them. You couldn’t close the page fast enough. These strategies of just shoving a bunch of elements together and hoping one of them work capture the audience’s attention—for all the wrong reasons. Your website should promote credibility and professionalism at all times.

Takeaway

There are many elements in a successful conversion strategy and one of them is the CTA. Since every website is unique, the CTA color is also unique and must be chosen according to the points given above so that it matches the overall effect. Use the above-mentioned points to build a strategy and keep testing it to find out how much it works.