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Online Marketing: Why Colour Matters 15 February 2008

Subscription marketing expert Don Nicholas says colour certainly matters in online marketing.

Don says that when a publisher did an A/B split test of two versions of his landing page, one fared substantially better than the other. The only difference was that one had an order button that said “Order Now” in navy blue type on a dark orange (ochre) background, while the other version had black font on a red background.

The navy/ochre order button generated 27% more orders than the red button – more proof as to how seemingly small changes can make a big difference to the bottom line.

Why such a big difference, though? Well, most people regard the colour red as ‘hot’ and attention-seeking. But in certain online and offline marketing elements it can work against you. This is because red also means “Stop!”

Says Don: “Is that really what you want the reader to do when he gets to a button that says ‘order now’?”

Source: NEPA Presentation on Landing Pages  

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