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How Do Website Colors Impact Conversion?
 

How Do Website Colors Impact Conversion?

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  • Nice Presentation shared by you thanks for this.from My point of View Website's Pop Ups also helps in Increasing Conversions.I also have a blog post about How to use website pop-ups to increase conversion? Pro Tips with Real Examples....visit http://www.fatbit.com/fab/use-persuasive-pop-ups-second-visits-leads-product-sales/ for detailed information.
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How Do Website Colors Impact Conversion? How Do Website Colors Impact Conversion? Presentation Transcript

  • How Do Website Colors Impact Conversion?New research reveals 5 critical horrifying mistakes designersmake with color (special Halloween edition) #webclinic
  • Join the conversation on Twitter #webclinic #webclinic
  • Today’s team Dr. Flint McGlaughlin – Managing Director, MECLABS Flint McGlaughlin is the Managing Director of MECLABS Group. The organization has partnered with key market leaders including The New York Times, Microsoft Corporation, and Reuters Group. Dr. McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK), as the Chairman of the Board of Governors for St. Stephen’s University, and as a Trustee for Westminster Theological Centre. Dr. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist Jesuit College. Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources. #webclinic
  • Experiment: Background Experiment ID: TP1645 Record Location: MECLABS Research Library Research Partner: [Protected]Research Notes: Background: A large sports entertainment provider sought to increase conversion on it’s main landing page. Goal: To increase premium signups Research Question: Which color scheme will result in a higher conversion rate? Test Design: A/B Single factor split 4 #webclinic
  • Get a MECLABS Controlled Testing Environment 2 Controlled Testing Environment (CTE) Test Cycle #1 Your Creative Control TRT 1 TRT 2 TRT 3 Your Marketing Team Fully OptimizedEmbed a Science Lab in the Test Cycle #2 Page Goes Liveheart of your organization. Control TRT 2MECLABS Certified Final 5 #webclinic
  • Experiment: Treatment Designs Version A • The control was a design with a dark background and white text. #webclinic
  • Experiment: Treatment Designs Version B • The treatment was an almost exact color inverse of the control. #webclinic
  • Experiment: Which Page Won? Version A Version B 8 #webclinic
  • Experiment: Results 10.66% Increase in account sign ups The inverse color scheme increased account sign ups by 10.66% Relative Statistical Level Design Lead Rate of Confidence Difference Control (Black) 2.40%* - - Treatment (White) 2.66%* 10.66% 95%  What youthe treatment was easier simply changing the background color to white, need to understand: By to read and provided greater color flexibility with headlines and secondary information. The result was a 10.66% increase in conversion. *Conversion rates have been anonymized #webclinic
  • Why makes colors affect conversion?F Key Principles 1. Marketers do not optimize web designs, they optimize thought sequences. Yet often, our web page design is NOT created with the intention of guiding the visitor through a clear sequence of thought. 2. There are primarily 5 design elements that enable a marketer to guide the visitor’s through a conversion process: 1. Size 2. Shape 3. Color 4. Position 5. Motion 3. Of the five elements, color is likely the most overlooked and misused. 10 #webclinic
  • Today’s Focus Today, we are going to learn how to avoid the 5 most critical horrifying mistakes made with color. 11 #webclinic
  • HORRIFYINGMISTAKE #1: WRONG EMPHASIS 12 #webclinic
  • MISTAKE #1: WRONG EMPHASIS Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1187Research Notes: Background: Site provides educational resources for health and fitness professionals who subscribe to one of their online memberships. Goal: To increase the amount of membership sign-ups. Primary research question: Which landing page will have the highest clickthrough rate? Approach: A/B split test (variable cluster) 13 #webclinic
  • MISTAKE #1: WRONG EMPHASISBefore • There is not distinction in emphasis between the offers. 14 #webclinic
  • MISTAKE #1: WRONG EMPHASIS After• Offers have been simplified, layered, and sequenced using color. 15 #webclinic
  • MISTAKE #1: WRONG EMPHASIS 81% Increase in clickthrough rate Radical redesign outperformed the control within 11 days Subscription path CTR Relative diff v. control Original 16.54% - Optimized 30.00% 81.36%  What you need to the value proposition through color, copy, and communication of understand: By strengthening the layout changes, the treatment increased clickthrough by 81%. 16 #webclinic
  • MISTAKE #1: WRONG EMPHASIS Not this But this 97% IN CONVERSION 17 #webclinic
  • MISTAKE #1: WRONG EMPHASIS Not this But this 48% IN CONVERSION 18 #webclinic
  • MISTAKE #1: WRONG EMPHASIS Live Optimization United Way Toronto Primary Objective: To increase donations Primary Traffic: Email Link Target Audience: Direct marketing list of donors who received an email linking to this page Page URL: http://bit.ly/Ssk2kb #webclinic
  • HORRIFYINGMISTAKE #2: WRONG AMOUNT 20 #webclinic
  • MISTAKE #2: WRONG AMOUNT Experiment ID: [Protected] Location: MarketingExperiments Research Library Test Protocol Number: TP1243Research Notes: Background: A consumer credit counseling service offering free debt consultation. Goal: To increase the amount of free debt consultation sign-ups without additional traffic. Primary research question: Which page will generate the highest completion rate? Approach: A/B split test of three different versions of a homepage. 21 #webclinic
  • MISTAKE #2: WRONG AMOUNT Control • Main objective of the page is lost in all the color of the page
  • MISTAKE #2: WRONG AMOUNT Treatment Close [x] • By creating a pop-up, the treatment effectively eliminated all color distractions.
  • MISTAKE #2: WRONG AMOUNT 63% Increase in Conversion Treatment outperformed the control by 63.19% Conversion Rate Relative Difference Statistical Confidence Control 14.06% - - Treatment 22.95% 63.19% 95%  What you need to understand: The pop-up overlay version of the form received 63% more completions than the control.
  • MISTAKE #2: WRONG AMOUNT Not This Logo Company Many colors competing for the attention of the visitor #webclinic
  • MISTAKE #2: WRONG AMOUNT But this Logo Main call-to- action emphasized Company with color only. 20% IN CONVERSION #webclinic
  • MISTAKE #2: WRONG AMOUNT Live Optimization Puzzle WarehousePrimary Objective: To guideshoppers to best sub-categoryof jigsaw puzzles and completethe sale.Primary Traffic: SEO: jigsawpuzzles for sale, puzzle store,sunsout puzzles,ravensburger puzzlesTarget Audience: Retirees,Seniors,Parents and FamiliesPage URL: http://bit.ly/XTa3WG #webclinic
  • HORRIFYINGMISTAKE #3: WRONG COMBINATION 28 #webclinic
  • MISTAKE #3: WRONG COMBINATION Experiment ID: TP1444 Record Location: MECLABS Research Library Research Partner: [Protected]Research Notes: Background: A large artist community that offers paid subscriptions to more content. Goal: To increase clickthrough on homepage to offer page. Research Question: Which color scheme will result in a higher conversion rate? Test Design: A/B Single factor split 29
  • MISTAKE #3: WRONG COMBINATION Control The control [Brand] featured a simple form and a button. 30 #webclinic
  • MISTAKE #3: WRONG COMBINATION Treatment The treatment [Brand] was exactly the same approach but with a darker background to produce a higher contrast. 31 #webclinic
  • MISTAKE #3: WRONG COMBINATION Control Treatment [Brand] [Brand] 32 #webclinic
  • MISTAKE #3: WRONG COMBINATION 19.5% Increase in Clickthrough The treatment outperformed the control in clickthrough by 19.5% Clickthrough Rate Relative Difference Statistical Confidence Control 0.020% - - Treatment 1 0.027% 19.5% 92%  What you need to understand: By changing the background color for greater contrast, the treatment outperformed the control by 19.5%. 33 #webclinic
  • MISTAKE #3: WRONG COMBINATION Not This But This 88% IN CONVERSION 34 #webclinic
  • MISTAKE #3: WRONG COMBINATION Live Optimization VitalChoice Primary Objective: Conversions Primary Traffic: Newsletter Email Target Audience: Newsletter subscribers who click on ad for free bonuses Page URL: http://bit.ly/SekLCY #webclinic
  • HORRIFYINGMISTAKE #4: WRONG MESSAGE 36 #webclinic
  • MISTAKE #4: WRONG MESSAGE Experiment ID: TP1693 Record Location: MECLABS Research Library Research Partner: [Protected]Research Notes: Background: A large publication seeking to increase home delivery subscriptions. Goal: To increase home delivery subscriptions Research Question: Which color scheme will result in a higher conversion rate? Test Design: A/B Single factor split 37 #webclinic
  • MISTAKE #4: WRONG MESSAGE Version A BRAND BRAND Version A utilized the current best practice “blue” look and feel. #webclinic
  • MISTAKE #4: WRONG MESSAGE Version B BRAND BRAND Version B tested a new “green” look and feel. 39 #webclinic
  • MISTAKE #4: WRONG MESSAGE BRAND BRAND BRAND BRAND Which color design increase subscriptions? 40 #webclinic
  • MISTAKE #4: WRONG MESSAGE 11.2% Increase in Subscriptions The blue color scheme increased subscriptions by 11.2% Relative Statistical Level Design Lead Rate of Confidence Difference Version A 4.7% 11.2% 86% Version B 4.3% - 41 #webclinic
  • MISTAKE #4: WRONG MESSAGE Why did the blue version win? BRAND BRAND Hypothesis to Test: The familiar brand colors actually carry with them the implied value proposition associated with the brand. 42 #webclinic
  • MISTAKE #4: WRONG MESSAGE Not this 43 #webclinic
  • MISTAKE #4: WRONG MESSAGE But this 13% IN CONVERSION 44 #webclinic
  • MISTAKE #4: WRONG MESSAGE Live Optimization Academy of Music & Art Primary Objective: To establish trust and further exploration of the site Primary Traffic: SEO, Direct Mail and Homepage Target audience: Moms with children ages 2-11 Page URL: http://bit.ly/Rr6ZP8 #webclinic
  • HORRIFYINGMISTAKE #5: WRONG FLOW 46 #webclinic
  • MISTAKE #5: WRONG FLOW Not this Credit Card Credit Card Image Sub-brand Main Brand By separating the call-to-action with a white background, the call-to- action looks unrelated to the banner ad messaging. This creates a division in the thought sequence. But this Organization Credit Card Credit Card Organization Initiatives Image 51% IN CONVERSION 47 #webclinic
  • MISTAKE #5: WRONG FLOW Not this The main orange call-to-action is buried between a bright red seal and the price of the product (also in orange). While it may be the right color, it occurs at the wrong time on the page. 48 #webclinic
  • MISTAKE #5: WRONG FLOW Not this But this 41% IN CONVERSION 49 #webclinic
  • MISTAKE #5: WRONG FLOW Live Optimization PC MediaOne Primary Objective: To get visitors to fill out the contact form, phone call, purchase of plan Primary Traffic: Adwords, SEO, Craigslist Target Audience: Small business owners Page URL: http://bit.ly/Sbv0qQ #webclinic
  • SUMMARY: PUTTING IT ALL TOGETHERF Key Principles 1. Marketers do not optimize web designs, they optimize thought sequences. Yet often, our web page design is NOT created with the intention of guiding the visitor through a clear sequence of thought. 2. There are primarily 5 design elements that enable a marketer to guide the visitor’s through a conversion process: 1. Size 2. Shape 3. Color 4. Position 5. Motion 1. Of the five elements, color is likely the most overlooked and misused. 51 #webclinic
  • SUMMARY: PUTTING IT ALL TOGETHERF Key Principles Mistake #1: Wrong Emphasis Mistake #2: Wrong Amount Mistake #3: Wrong Combination Mistake #4: Wrong Message Mistake #5: Wrong Flow 52 #webclinic
  • Live Optimization 53 #webclinic
  • VALUE PROPOSITION DEVELOPMENT COURSE NOW LIVE… Learn how to: Create your own unique Value Proposition Optimize its impact and effectiveness on your audience Infuse it into all of your marketing collateral Watch the short promo video at: MECLABS.com/ValueProp 54 #webclinic
  • LIVE OPTIMIZATION Wall Street Journal Europe Primary Objective: To acquire new customers Primary Traffic: Circ tiles/banner ads on website Target Audience: CEOs, CFOs, MDs. Page URL: http://bit.ly/TTRsdx #webclinic
  • LIVE OPTIMIZATION Primary Objective: To get people to choose a plan and Slap it on the Map call. Primary Traffic: AdWords: "local search for small business" "local small business marketing" "how to find new customers" "local customers" Target Audience: Small business owners who depend on local customers coming into their business. Page URL: http://bit.ly/UdLkaz #webclinic
  • MarketingExperiments Optimization Newsletter Free subscription to more than $20 million in marketing research Join 98,000 of the top marketers from around the world as we work together to discover what really works. MarketingExperiments.com/subscribe#webclinic