Consumers give great consideration to color and visual appearance, and it influences their decision-making when it comes to purchases. When making snap judgments in shopping, customers place visual appearance and color over everything else. The following are the best colors for different contexts (for North American markets)....
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Public Relations & Social Marketing Insight
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Social marketing, PR insight & thought leadership - from The PR Coach
Curated by
Jeff Domansky
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Note: We’re expanding the topics we’re covering on AdEspresso. From now on you can expect us talking not only about Facebook ads but also discuss other topics you are hugely interested in. The first of them is conversion rate optimization. And to kick it off we decided to look at some traits of human behavior to see how they affect our buying choices and how to use this knowledge in improving conversions. Like decision making, for instance. Because, you know, turns out we’re not that great at making decisions after all....
Jeff Domansky's insight:
Ever wonder how we REALLY make decisions? 
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The better we understand our customers, the better we become at conversion optimization. Although the digital age has given rise to new forms of marketing, it has not fundamentally changed human psychology. Regardless of how digital marketing innovations change, we can still depend on the findings of psychology to support powerful conversion optimization techniques. I want to explain how an understanding of your customer’s psychological curiosity can change how you approach your marketing initiatives. Prepare for some pleasant surprises and rude awakenings. Customers are researchers. Satisfy their need for information....
Jeff Domansky's insight:
As much as digital marketing keeps on changing, we can still look to psychology to help us understand our customers and their psychological motivations to improve our CRO. Recommended reading. 9/10
Gemma Shannon's curator insight,
March 16, 2015 7:49 AM
Customers are researchers. Satisfy their need for information. Get in front of the customer’s longtail research queries. Conduct conversion optimization on the pages that users land on. Stop wasting so much time optimizing landing pages. Spend some of that precious time optimizing evergreen pages where researchers are reading about your product or service. |
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As 90% of the information our brain receives is visual and we already know that color can influence our mood, perception and behavior, we definitely should pay more attention to what color we use. Companies are already testing colors everywhere: advertisements, banners, landing pages, buttons, call-to-action. Sometimes one color A/B Testing can reveal big secrets: HubSpot tested the color of their button and they found out that the red one outperformed the green one by 21%. So, as you can see, colors can have a big influence. This is what happens with the decision making process, too because it may influence your online shoppers. Enjoy the infographic below to find out more about color psychology and how it can influence your consumer purchasing behavior....
Jeff Domansky's insight:
Here's a colorful look at the impact of colors on purchase decisions.
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Once a visitor visits your ecommerce store they have already demonstrated commercial intent. Now it’s your turn. Are your offers and messages targeted to take advantage of that warm lead and convert them into buyers? In his book Influence: The Psychology of Persuasion, Dr. Robert Cialdini discusses six psychological pressures that influence consumers in that critical moment of decision, whether to pull the purchasing trigger or not. Inspiring potential customers boils down to one key element: persuasion and how skilled you are at pulling it off. According to Dr. Cialdini, here are the six factors that motivate customers to say yes to your brand....
Jeff Domansky's insight:
If you really want your new store brand to stand out to ecommerce consumers there is one practice you can’t ignore. Recommended reading. 9/10
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The psychology of color and visual appearance with regards to persuasion and influence is one of the most fascinating and sometimes even controversial, aspects of marketing to consumers.