If you want people to take action on your website you need to make it easy to do so.
There are a lot of ways to improve the usability and increase conversions on a website, but here we’ll focus on one crucial element of your website’s design. Color.
This is what it comes down to:
You need to use one distinctive color for all links, buttons and your call to action elements.
And that color needs to be used exclusively for those things and there should be no other similar colors on the page that could be confused for your action color.
It makes sense from a usability standpoint but turns out there are studies to back this up as well.
What matters is how consistent and distinctive your call to action is.
Consistent in that the one color gets used for all links and action buttons with no other elements with similar colors, and distinctive in that they stand out and have been made easy to locate for the user.
How to make it happen
Now that you know that this usability tip can help increase conversions on your site, how to go about implementing it?
- Restrict the use of colors in the WordPress editor to anything OTHER than your action color.
- Re-style your CSS or Cascading Style Sheet (controls the look and feel of your entire website) to make your action color only show up exclusively on links and buttons.
If you’re interested in doing some of these changes yourself, look at this post on using Firebug to change font styles.
What is the action color on your site?
If you look on this website you will find that orange has been used for the action color. It works for the logo link, menu items as well as buttons and links. And I’ve styled the site to use other more muted colors (generally grey) for everything else.
You should be able to visit your own website after these changes and be able to tell in seconds what your ACTION color is.
So make this simple web usability change to your WordPress website today and make it easy for your visitors to take action.