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Website color impacts conversion rates – report

color spectrum
color spectrum
Photo by Suhaimi Abdullah/Getty Images

A report published on marketing research and news resource website Clickz revealed that certain colors on a marketer’s web sites are effective in boosting conversation rates.

The report, which was penned by CEO Tim Ash, revealed that increasing a web site’s conversion rate goes beyond aesthetics. Citing several studies, Ash concluded that colors “have a surprisingly measurable effect” on how people respond to call-to-actions and ultimately, make buying decisions.

One study conducted by the University of Virginia in 2013, for instance, found that customers tend to place a higher bid on a fast-moving product that is short in stock in an auction after “being exposed to a red web site background.” However, a red background tends to decrease a customer’s willingness to purchase the product when the product is “readily available.”

A blue background on the other hand influences a consumer to buy a product with plentiful stocks.

“Optimizing conversions on a web site requires a good understanding of the principles of persuasion, coupled with a keen awareness that a majority of human decision-making occurs at a subconscious level,” Ash stated in his piece. “Color is one of the tools that marketers can leverage to tap into the subconscious minds of visitors.”

To improve conversion rates, Ash recommends starting with “capturing visitor’s attention” with a color that “stands out, high contrast and is not used on other parts of the web site.”

Primary and secondary colors like red, green, orange and yellow work best for call-to-actions but only when they are used sparingly on the site, he noted. Darker colors, on the other hand, like black, gray, brown or dark purple lead to decreased conversion rates.

Darker colors, however, can be used to emphasize and to provide contrast to primary call to actions like what Amazon did with its “Add to Cart” button. Amazon used yellow for the button, and gray for “secondary conversion buttons.”

A report titled The Psychology of Color in Marketing and Branding published on the Help Scout website also examined the principle. Known as the Isolation Effect, the principle revolves around the idea that items (whether a text or image) that “blatantly sticks out from its surroundings” are recalled more by consumers.

Real estate agents who are using RealBiz Media Group, Inc.’s (OTCQB: RBIZ) Property Video Microsites could apply the above principle of color psychology to their branded sites to further boost conversation rates and current marketing efforts. Fortunately for agents, this will not be a problem, thanks to the customizable features of RealBiz Media’s video marketing platforms.

RealBiz Media’s Property Video Microsite Program for agents provides users a wide range of custom branded templates to choose from. These branded templates can be personalized based on real estate agents’ preferences and as determined by their company’s goals.

Combined with mobile and HTML5 compatibility, and social sharing, video search engine optimization (VSEO), and custom lead generation capabilities, the Video Microsite’s custom template offering can help agents tap the United States’s $1 trillion residential real estate market.

The Property Video Microsite Program is one of the components of RealBiz Media’s Video Marketing solutions. The company also offers Virtual Tour Marketing solutions for agents who aim to capitalize on the popularity of virtual tour videos.

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