Emma nails the top question e-commerce marketers often have about the call to action button: What color should it be? Color is a big deal, psychologically. After all, "85 percent of people say color is the main reason they buy a product," according to the Nashville-based email marketing software and services provider.
That's why Emma launches right into the attributes about CTA buttons with the following colors: orange, red, yellow, blue and green.
"Why We Click: The Simple Psychology Behind a Great Call to Action" (opens as a PDF), a guide that Emma released on Monday, covers color, copy, shape and size, placement and testing for CTA buttons.
Here are the takeaways:
1. Color: Emma frustratingly says there's no magic color that converts, so pick one that contrasts well or conveys a feeling.
- Orange encourages immediate action, so use it to get consumers to sign up, join or buy forthwith. Emma cautions that orange also conveys "cheap."
- Red creates a sense of alarm. This is for emergencies, such as sales, limited-time offers and events that are about to sell out. [Editor's note: Gary Hennerberg calls this "FOMO," or fear of missing out.]
- Yellow is an attention-getting color that causes a low level of anxiety. Emma says it gets consumers moving "without stopping them in their tracks." [Editor's note: Do marketers have a mental image of the golden arches? Dashburst adds this thought in 2013: "McDonald's chooses high-energy colors like red and yellow which appeal to children, kindle appetites and create a sense of urgency. Of course, Ronald McDonald himself is popular with the kids, but he's also sure to agitate parents quickly. This facilitates faster customer turnover."]
- Blue connotes security and communicates trust. This is for marketers who want consumers to feel safe.
- Green promotes growth and relaxation. While the color relaxes the mind, it's most associated with the command to "go."
2. Copy: Keep it short and simple. Writing in the first-person creates 90 percent better conversion rates.