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 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.
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.
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.
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.
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