Call To Action (CTA)
The color of your call to action (CTA) button, whether it’s an “Add to Cart” or “Buy Now” button or even a “Subscribe To Newsletter”, is more than just a design choice. It is a strategic decision that leverages the psychology of color to influence customer behavior, boost engagement, and drive conversions. With more than 25 years in ecommerce, this topic has come up at just about every company that I have performed work for. Some ecommerce experts will tell you that the call button color and text does not matter, and that it should match to the website colors. In my opinion that is like saying that a black handkerchief stands out in the pocket of a black suit jacket. It simply isn’t the case, when red, or a contrasting color will make the ensemble. The idea here is to make the button stand out and provide enough flare that the user’s eyes are immediately drawn to it. What is the perfect color that works for everything? There really isn’t one. This is why A/B testing on your website is incredibly important in all things. In this blog post, I will break down how color psychology can guide your CTA button design and provide actionable tips to ensure your ecommerce site converts visitors into buyers.
The Psychology Of Color
The psychology of color plays a vital role in designing call-to-action (CTA) buttons because colors evoke emotional responses and can influence user behavior. A well-chosen color not only attracts attention but also reinforces the brand message and creates an emotional connection that encourages users to take action.
Here’s a look at 25 different colors, what they typically mean psychologically, and how they can affect CTA buttons. Note that I have provided the positive influence that they can have on your website, and not necessarily the negative impact. Finding the right color again rests in picking a color to start with, giving it a little time, and then testing other colors. A/B testing is extremely important to this process. I have found with various clients that the difference between a great color and a mediocre color can be anywhere from 1% to 4% variance in the overall conversion rate. If that doesn’t sound like a large number, 4% of every $1000 is $40. It adds up. Working with large scale ecommerce brands like LVMH has shown that a 1% increase in conversion rate can be millions of dollars.
Red
Psychology: Energy, urgency, passion
Effect On CTA: Creates a sense of urgency and prompts immediate action, but overuse can feel aggressive.
Blue
Psychology: Trust, calm, reliability
Effect On CTA: Builds trust and a sense of security; ideal for brands that want to be seen as dependable.
Green
Psychology: Growth, balance, health
Effect On CTA: Suggests “go” or a positive action; effective for environmentally friendly or wellness-focused products.
Yellow
Psychology: Optimism, warmth, attention
Effect On CTA: Grabs attention and conveys a friendly vibe, though it should be used sparingly to avoid visual fatigue.
Orange
Psychology: Enthusiasm, creativity, encouragement
Effect On CTA: Combines the urgency of red and the cheerfulness of yellow; energizes users to click.
Purple
Psychology: Luxury, creativity, sophistication
Effect On CTA: Conveys a premium feel and can appeal to a creative or upscale audience.
Black
Psychology: Elegance, authority, modernity
Effect On CTA: Adds a touch of sophistication and can signal exclusivity or high quality.
White
Psychology: Simplicity, purity, clarity
Effect On CTA: Creates a clean, uncluttered look that can emphasize the CTA by contrasting with bolder colors.
Pink
Psychology: Compassion, playfulness, femininity
Effect On CTA: Can be very effective when targeting a predominantly female audience or promoting nurturing products.
Brown
Psychology: Stability, reliability, comfort
Effect On CTA: Provides a grounded and natural feel, lending credibility to a CTA.
Turquoise
Psychology: Clarity, balance, rejuvenation
Effect On CTA: Evokes a sense of calm and open communication, making it inviting and refreshing.
Gold
Psychology: Wealth, success, prestige
Effect On CTA: Creates a luxurious feel that can elevate the perceived value of the action or product.
Silver
Psychology: Modernity, innovation, sophistication
Effect On CTA: Suggests high-tech or cutting-edge offerings; great for tech or modern brands.
Magenta
Psychology: Boldness, creativity, vibrancy
Effect On CTA: Captures attention with its energetic vibe and can stimulate creative action.
Lavender
Psychology: Calmness, delicacy, serenity
Effect On CTA: Offers a soothing effect, ideal for brands seeking a gentle or refined approach.
Crimson
Psychology: Intensity, passion, power
Effect On CTA: A deeper, more intense version of red that can emphasize urgency and authority.
Teal
Psychology: Sophistication, calm, balance
Effect On CTA: Combines the trust of blue and the renewal of green, fostering an inviting yet professional action cue.
Navy
Psychology: Authority, confidence, stability
Effect On CTA: A dark, professional blue that reinforces trust and reliability, often used in corporate settings.
Peach
Psychology: Warmth, friendliness, approachability
Effect On CTA: Soft and inviting, it can reduce the pressure of the decision-making process.
Coral
Psychology: Energy, liveliness, enthusiasm
Effect On CTA: Bright and warm, coral can draw attention while evoking a sense of optimism.
Mint
Psychology: Freshness, tranquility, health
Effect On CTA: Light and refreshing, it offers a modern, clean look that can subtly encourage interaction.
Olive
Psychology: Earthiness, stability, reliability
Effect On CTA: Conveys a grounded, natural vibe, which can be effective for eco-friendly or artisanal products.
Maroon
Psychology: Depth, sophistication, seriousness
Effect On CTA: Rich and elegant, maroon adds a level of gravitas to the call to action.
Indigo
Psychology: Intuition, depth, contemplation
Effect On CTA: Blends the trust of blue with the mystery of violet, suitable for provoking thoughtful engagement.
Chartreuse
Psychology: Vitality, innovation, attention-grabbing
Effect On CTA: Its bright, energetic mix of green and yellow can spark curiosity and highlight a modern, dynamic action step.
A/B Testing Button Colors
A/B testing is an essential strategy for optimizing your call-to-action (CTA) buttons by allowing you to empirically determine which color resonates best with your audience. The process begins by creating multiple variants of the button with different colors while keeping all other design elements constant. This controlled approach ensures that any observed differences in user engagement can be confidently attributed to the color change. It’s important to define clear conversion goals—whether that’s an increase in click-through rates, form submissions, or another key performance indicator—so that the impact of each variant can be accurately measured.
Implementing an effective A/B test typically involves using robust testing platforms like Google Optimize, Optimizely, or VWO, which facilitate the even distribution of traffic among the different button color variants. These tools not only manage the experiment setup but also provide comprehensive analytics to track user interactions and conversion metrics. Running the test for an adequate duration is critical; it should last long enough to gather statistically significant data, often over several weeks or until a set threshold of interactions is reached. Supplementing your analysis with tools like heatmaps and click tracking can further illuminate how users engage with each button variant across different parts of your website.
As you make decisions for your call to action button, you may ultimately need to test three of four buttons before you come to one that works well. In the case below, our client had been using a white or clear button that literally did nothing to evoke an emotional response from visitors.
We ultimately tested eight different buttons, as the client continued to foster the belief that having the button either clear or black looked more aesthetically pleasing. Again, a lot of the misconceptions come down to the fact that there are a large number of articles out there that suggest that aesthetics are more important than conversions. We tested black, dark blue, green, orange, blue, gold, maroon, and red. Red and orange proved to be relatively the same in terms of a conversion increase. The client ultimately chose red, which in the end, increased their overall conversions by about 3.8%. This resulted in an overall increase in sales of roughly $42,000 a month. We also made some changes to the way that the price was displayed on the website, as this also effects the overall conversion rate. We also tested several colors and ended up with a semi-dark green. It resulted in a further increase in their conversions as well.
Analyzing A/B Testing Data
After your A/B testing concludes, a thorough analysis of both quantitative and qualitative data is crucial to making informed decisions. Examine conversion rates, click-through metrics, and user behavior data to identify which button color performs best overall. It’s also beneficial to consider segmentation analysis, as different demographics or user segments might respond uniquely to specific colors. By continuously iterating based on these insights, you can refine your CTA button design to align with evolving user preferences and ultimately drive better engagement and higher conversion rates.
Call To Action Button Text
Having the right text in a call-to-action button is essential because it not only communicates the desired action but also motivates users to take that action. The wording should be clear, concise, and aligned with your overall brand messaging, guiding users on what to expect next. For instance, phrases like “Get Started,” “Join Free,” or “Learn More” can spark curiosity and convey a sense of immediacy, making it easier for users to understand the benefit of clicking the button. The right text sets expectations, reduces friction in the decision-making process, and ultimately increases conversion rates by effectively prompting the desired user behavior.
Conversely, incorporating the product price directly into the call-to-action button can be counterproductive. Displaying the price too early shifts the focus from the value and benefits of your product to its cost, which might deter potential customers who are still in the early stages of their decision-making process. It can also encourage immediate price comparisons with competitors rather than allowing the product’s unique features and benefits to stand out. By reserving the pricing details for later in the user journey, you allow your audience to fully engage with and appreciate the value proposition before they confront the price, thereby increasing the likelihood of conversion.
Final Thoughts
In summary, the color you choose for your CTA button can significantly impact how users perceive the action you’re prompting. It’s important to align the color choice with your overall brand identity and the emotional response you wish to evoke in your audience. Testing different colors through A/B testing is often the best way to determine which hue drives the most engagement for your specific context. The balance between aesthetics and call to action need to have a balance that maximizes conversion rates, yet at the same time appeals to your visitors. In the end, test and test and test until you find the perfect button that does the best. You should also test the color of the price text, the placement of the price and description, as well as the number of call to action buttons you place on the page. All of these factors will effect your overall conversion rate, and ultimately your profitability.
