Opinion
How changing colours can greatly increase conversion
ASP ’ s Mark Towns reveals how the choice of colour of your call to action ( CTA ) buttons and conversion rate optimisation ( CRO ) can play a major part in the success of your show
Mark Towns
What is Conversion Rate Optimisation ?
CRO is the process of increasing the percentage of conversions from a website . The purpose of conversion rate optimisation is to improve the likelihood of visitors taking a desired action on a webpage . This typically involves A / B testing different elements of a website ( like CTA buttons , wording and colour ) to see what gets the best results . ou ’ ve executed the
Y mother of all marketing campaigns and the content of your show is second to none . But did you know you could be missing out on key sponsorship revenue and visitors just because your call-toaction button on your website is the wrong colour ?
It ’ s hard to believe that the colour choices you make can create significant increases in conversion rates . But it ’ s all very much true .
In ongoing A / B testing we are carrying out for Informa Tech ’ s Ai Summit , we are finding that when their CTA button is orange rather than black , they are seeing a 25 % increase of visitors clicking through to their ticketing page . That ’ s a massive uplift .
When it comes to button colour , the more the CTA draws attention to itself , the more likely the customer is to click on it and the higher the chances of increasing your conversion rate .
While high-contrast colours will pop , low-contrast analogous colours ( ones with a more subtle tonal change ) may prove more eye-catching . So what colour is right for your show ? The only way of really knowing is by using an event marketer ’ s secret weapon ; conversion rate optimisation ( CRO ).
The purpose of CRO is to improve the likelihood of visitors taking a desired action on a webpage and typically involves A / B testing elements like colour , wording and navigational elements of your website to see what gets the best results .
Simple , right ? Ah , if only it was that easy ! Remember the best colour contrasts won ’ t matter if your customers don ’ t like the colour combinations . And those combinations will differ from show to show .
The only way of knowing what colours , wording , UX , data and CTA positioning will truly unlock higher conversion rates for your show is through the magic and fun of CRO A / B testing .
Keen to give CRO a try ? Visit ASP . events .
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