Using the Psychology of Color to Increase Your Conversion Rate

You’ve done a solid job of researching your niche and getting to know your customers. You’ve tailored your keywords and optimized your content to get great results. You’ve even done a website audit to make sure it works properly. However, there’s another issue to consider — the colors you use in your design. Beyond what looks good, there’s the psychology of color to consider. Beyond aesthetic qualities, your color scheme can impact the buying decisions of your customers. When implemented correctly, it can be used to increase your conversion rate. Let’s take a look at color psychology and how to put it to use. 

What is the Psychology of Color? 

The psychology of color is the study of how color impacts human behavior and is a part of behavioral psychology. It can affect your customers’ response to your marketing message when using color specifically for your links, copy, and call-to-action buttons. By understanding how your customers think, you can use that knowledge to increase your conversion rate. 

But people respond to colors in different ways, so there’s no one-size-fits-all solution. With consumers taking a fraction of a second to judge your website based on its visual appeal, you want to leverage those milliseconds with every advantage you can. Color psychology works across every niche, so implementing it with your website helps you gain more results from every visitor. 

Where Should You Implement Psychology of Color? 

There are specific areas where you’ll want to use color psychology to increase your conversion rate. Areas you’ll want to improve your use of the psychology of color include headline text, borders, backgrounds, graphics, buttons, and pop-ups. That said, you can also use these tips in your logos, landing pages, menu bars, branding, social media, photos, videos, product design, and email marketing. It all depends on your choice of marketing channel

Color psychology is critical because it communicates values. Careful color choice in your branding provides a range of benefits. First, it creates clarity of purpose, allowing your company to stand out from the competition. Second, it creates an initial impression when visitors come to your website while retaining that impression with regular customers. Finally, it can be used to increase your conversion rate. 

Your goal in marketing is to build the best possible website to improve ROI to grow your business. Color psychology is relatable for most people and should be used to enhance your marketing messages. Here are a few tips to help you decide which colors to use. 

colorful umbrellas

Gender Preferences 

Though color preferences aren’t universal, some preferences tend to fall along gender lines. Generally speaking, women prefer subtle tones that are lighter or subdued, specifically purple, green, red, and blue. By comparison, men like the same colors but in deeper or brighter tones. In addition, certain colors have specific connotations for many people: 

  • Blue builds trust. This is among the reasons why financial institutions use it in their branding, including Capital One, Visa, Bank of America, and PayPal. Generally speaking, blue also represents loyalty, security, and responsibility. However, it’s avoided in food packaging because it may be a natural appetite suppressant. 
  • Yellow is associated with caution. That’s why it’s used for wet floor signs, traffic signs, and other warning signs. However, it’s also connected with positivity, happiness, warmth, joy, fun, creativity, and confidence. The shades of yellow also matter, with bright yellow grabbing the attention and golden yellow curating curiosity. 
  • Green for growth. Green is commonly linked to natural products, food, the environment, and the great outdoors, which is why it’s used at parks. However, it can also be related to health, creativity, innovation, and balance. This makes it an excellent option for sustainable initiatives and promoting eco-friendly products or services. 
  • Orange creates positivity. Though it’s one of the less favorite colors for many people, it is also linked to determination, happiness, and success. It provides a feeling of warmth for your branding without the inherent aggressiveness of red. It can be energetic, leading to impulse purchases due to its suggested urgency, making it great for conversion elements. 
  • Black is elegant. There’s something to say about the sum of all colors, and black is frequently used for luxury brands. It creates a sense of mystery, along with elegance, sophistication, and luxury. It is also commonly used for authority, prestige, and power, which is why it’s used in many logos. However, it can be overwhelming, so use it sparingly. 
  • What about white? White space is considered part of good website design, providing a clean, uncluttered look. It works well in minimalist design, creating contrast in typography and a dash of color to stand out. For a less severe look, off-white tones such as ivory or cream add warmth. 
  • Bright primary colors for CTAs. Though studies can’t agree on the best colors for call-to-action elements, brands often favor bright colors, such as green, blue and red, though Amazon stands out by using orange in their CTA elements. However, more important than that is the contrast and tones work with your branding. 

Best Practices in Psychology of Color 

However, changing out your colors doesn’t mean you need to start over. Here are some best practices: 

  • If designer-recommended colors don’t work, recommend changes. 
  • Complement the existing color scheme with appropriate color psychology tones, such as adding yellow to your usual blue. 
  • Test different colors to find the perfect combination. Set up an A/B split test and find out which one works best. 
  • Don’t overdo it. Too many colors create confusion, so add white space to separate the different tones. 

In Conclusion 

Using the psychology of color for increasing your conversion rate is an easy way to maximize your company’s growth. Strategic Growth Advisors provide our clients with the best outcomes for your business and are ready to help you find the right solutions for your marketing needs. Please feel free to contact us today with any questions or to schedule a consultation. 

How Apple’s iOS 14 Could Limit Your Marketing Efforts

Each year, the Apple computer company shares the most important updates and changes to products and policies at the Worldwide Developer’s Conference (WWDC). Last year, the company announced that it would be making changes that will affect the sharing of data in the iOS ecosystem and admitted that these changes are likely to hinder small businesses’ advertising efforts and business growth.

The Effect on Personalized Ads

The changes the company proposed are expected to limit your ability to reach your audience and expand it. They could hinder your ability to reach users on different types of devices, and they may affect your ability to control who can and cannot see your ads. Finally, the changes might limit your ability to get accurate metrics on the performance of your ads. As these changes begin to take effect over the coming months, small and medium-sized businesses are likely to see performance losses in their ads and personalization with higher prices for changes and improvements.

Summary of Limitations

The changes to the iOS platform will limit your ability to perform the following actions:

  • Measure and report conversions on specific customers
  • Monitor the app installations of people using iOS 14 and newer
  • Deliver ads to users based on engagement with your business
  • Ensure that your ads reach the right audience at the correct times
  • Predict the cost per action over time for budgeting purposes

These changes will make it more challenging to reach your target audience and receive accurate metrics about the success of your advertising efforts. What’s more, they will make it difficult or impossible to budget an ad campaign using Apple products. Most small businesses have come to rely on this process, and removing that option will have a severe impact.

 

A Growing Trend of Limitation?

Recent online marketing studies have shown that small businesses advertising on Facebook apps suffered a 60% cut to sales coming through the social media site. These same small businesses found that they could not use their own data to find new customers on the platform.

At present, Facebook is posturing as the good guy in this story, offering users tips on minimizing the effects of these changes on Apple iOS. But the fact remains that small advertisers have been seeing a drop in Facebook ads’ effectiveness for a long time. You can do a few recommended things that might stabilize your Facebook advertising in the short term. Still, to survive the ongoing effects on small businesses, advertisers will need to outgrow their dependence on these platforms.

Things You Can do Now

1. Verify your domains with Facebook

An effective way of marking your spot on Facebook is to verify your domain and establish yourself as an official business presence. It might stop the changes from being directly applied to you in the short term. You can do this by adding a TXT entry to your DNS record and confirm that you are the owner of a specific domain. You can also do this by adding a meta tag to the head section of your domain page.

2. Prioritize the eight conversion event types you will track

These are ways in which a would-be buyer becomes an actual buyer. Tracking each one can place an additional burden on the hardware infrastructure, and the owners of that hardware want to minimize that burden. To do this, go to Facebook’s official overview of events. Use this guide to choose the events you will track.

3. Retool for the new 7-Day Attribution

In January, Facebook changed its 28-day attribution for ads to a 7-day attribution. Facebook didn’t do a very good job telling users about it, and the site’s page on it appears to have been deleted. This means that if anyone clicks on an ad and makes a purchase within seven days, as a result, the owner of the ad will get credit or commissions.

In other words, if you make money by posting ads for other companies, your window of opportunity to make money has gone from 28 days to just seven. This means that you might need to scale up your efforts. The worst part is that Facebook neglected to tell Ads clients about the change effectively. If you think your business model can survive it, then it’s time to start making the necessary alterations. If not, it might be time to jump ship altogether.

Understanding These Changes

There’s no getting around the fact that competition has something to do with it. Major corporations lobby Washington to promote a legislation climate that benefits them. They also use their power, money, and influence to promote a software environment that’s good for them- and usually bad for you. In addition to this, as stated, the hardware infrastructures that these companies like Facebook and Apple must run and maintain are burdened by every byte of power and choice they give you. That means they will always feel pressure to curtail that power.

But there are other things you can do about it, in addition to politely asking Facebook not to bulldoze your digital home.

Additional Action You Can Take to Protect Your Online Business

The way of the future for small businesses online is to seek to be as independent as possible. To survive, merchants will need to build their own platforms, develop a direct relationship with their customer bases and fans, and use aggressive security protocols to keep the tech giants from blocking out their digital sunlight. Here are a few key ways you can do this:

1. Build strategic alliances with innovative data products

Products like data clean rooms can give you access to event-specific data that you can use to optimize your advertising strategy. Of course, you should also be using a VPN, which can be very affordable.

2. Seek out alternatives to cookie tracking

You’ve probably noticed that cookies are being pushed on users all over the internet. The scripts for these things are written by organizations that may not have your best interest in mind. But you can use email log-ins to track users and phone numbers instead.

Increasingly, as marketers become savvy to these kinds of artificial bottle-neck creations, they will require users to log in to their sites more and more. It’s inconvenient, sure. But it’s one way we can protect our ability to do business online.

3. Develop value exchange strategies

The large corporations that are vacuuming up everyone’s data don’t want to pay for it. You can offer your customers discounts and rewards in exchange for their user data while on your site. This is a much more democratic approach, and it shows your respect for your customer base.

To learn more about how to protect your business amid these sea changes, consult with us at Strategic Growth Advisors today. We can help you get the most out of Facebook Ads and Facebook Marketing today and help you survive the challenges of doing business online over the long term.

Why Video is So Important For Your Business and Website

Are you looking to make the most of your digital marketing efforts? If you’re not already incorporating video into your website and social media posts, you could be missing out. At Strategic Growth Advisors, we frequently see first-hand what a difference the right video content can make with our digital marketing Tucson clients.

It Can Boost Your SEO Efforts

First of all, adding video content to your business website can improve your search engine rankings. That’s because video content tends to keep visitors on your site for a more extended period of time. Time spent on a page is an important metric tracked by search engines like Google; the longer visitors stay on your site, the better this is for your search engine rankings.

It Engages Your Viewers

Video is also a great way to create visual interest on your site and break up large blocks of text or other content. This is important because today’s website visitors generally don’t want to read through a huge wall of text to get the information they need. Instead, they prefer short and easily digestible video content for this purpose. When you have great video content available, your site is more engaging and exciting to your visitors.

It’s Easily Shareable

When you create a truly unique and interesting video that resonates with your audience, you’re also more likely to score those coveted shares on social media platforms like Twitter and Facebook. Compared to straight text, video content lends itself to easier sharing on social media. This, in turn, can help you spread the word about your business and increase overall awareness of your brand. It’s also easy to add “share” buttons to most video content that makes it even easier for users to spread the word on their favorite social media platforms.

It Offers an Excellent ROI

When it comes to digital marketing strategies, video content offers one of the best returns on investment of any other media. While specific ROI can vary from one campaign to the next, it is relatively easy for businesses to track their returns on each video to determine what’s working versus what’s not. From there, businesses can refine their video marketing strategies to optimize their budgets.

It’s Mobile-Friendly

With more people using mobile devices to browse the web than ever before, it’s important for your website’s content to be mobile-friendly. Fortunately, video content is very appealing to a growing audience of mobile users—and this trend is likely to continue indefinitely as more people use their smartphones and other mobile devices for everyday browsing.

Get help with your digital marketing Tucson ready to start implementing video as part of your digital marketing strategy? Our team at Strategic Growth Advisors is here to help. We have the tools, experience, and resources to create quality video content that will grow your brand. Contact us today to find out more about how we can help your business!

Phishing Scam | Don’t Let This Photographer Scam Fool You

At Strategic Growth Advisors, we recently read about an email scam that’s going around. While we’re not an IT or cybersecurity company, we do want to pass on safety tips when we hear of something that can be dangerous for our readers and their businesses. This phishing scam comes to you in the form of an email that claims to be from a photographer. Of course, like all scams, that is not at all the truth.

Fake Photographer Email Scam

There are a few versions of this scam being used. Often it comes from a woman, but the scammers can easily change the names they use. The email claims that they are a licensed or “qualified” photographer. Both of those phrases are tip-offs that it’s a scam because they’re not legitimate credentials.

The email goes on to explain that you have stolen their images. The email often comes through the contact form on your website. It might also be sent to the email account you have attached to your website. The scammer here is using websites to find their victims.

The basic story is that you have used their images illegally. The email includes a link as “proof” that they own the images. That link is a phishing scam. Do not click that link because it will upload a virus onto your computer.

person sitting at laptop browsing online

How to Tell the Email Is Fake

This particular email scam has all the easy tells of phishing. The language is grammatically incorrect. It’s most likely not written by a native English speaker. They use phrases to sound impressive that aren’t real qualifications or that do not mean anything with regard to photography. They may also claim to own a site that they do not own. In one email we know of, they claimed to own Shutterstock. They also misspell words, like “domain”.

All of those tells make it easy to spot a fake. But we don’t want you to rely on those tells alone. Email scams evolve. The hackers get better. They realize that their scam isn’t working or isn’t working as well as it should. So they improve the email.

We’ve all seen some pretty convincing phishing scams. They use company logos and language that sounds authentic. There are a ton of them. And they’re only getting more common right now. Hackers and scammers are very busy trying to take advantage of the pandemic and opportunities it’s brought for them.

For you, the best rule is to never click a link in an email unless you’re 100% positive that the link is genuine. No exceptions.

The phishing scam can evolve to include any number of messages to try to get you to take action. If you want to check the validity of a claim that comes via email, you should always look up the pertinent information independently.

This email was obviously a scam. But if this was a legitimate email, that photographer would send you a DCMA Take Down Notice. If that was the case, you can file a counter-claim if the image legally belongs to you.

Looking for someone to advise you in your company’s efforts online? Contact us today to learn more about how we can help support and grow your business.

Web Security for 2020

Auto-fill enabled entry fields are convenient. They enable you to skip a repetitive activity that is a mental drain in your daily life. But there are significant risks associated with this time-saving feature. In brief, auto-fill fields are a prime target that data thieves and hackers can use to steal passwords and access accounts, sensitive information, trade secrets, and more.

When an attack via an auto-fill field hits an individual- it can be a major personal setback. But when such an attack strikes at the heart of your business- it can cripple trust among your partners and clients. Worse still- if an attacker drains the right account, you may never even have a chance to recoup the financial losses.

building links

How Hackers Breach Auto-Fill Fields and Steal Login Data

When hackers gain access to your sites, they can install an invisible capture widget right over the top of your password input fields. Once it’s in place, all they have to do is wait for you to enter your password, and this insidious piece of malware will record the password and deliver it to the attacker. Most web users use the same password for multiple entry forms. If you use the same user name and password for more than one entry field, that means digital attackers can have their way with your information. They will visit every site you use and leverage your logins to capture everything on the net that belongs to you.

It Doesn’t Take a Hacker to Mine an Entry Field

These entry field ciphers can be downloaded and used by anyone with the will to steal from and harm others. These digital devices can be found for a fee or for free on the dark web. But that’s not all. Ad networks have some of the most powerful entry field readers in existence. Major ad networks can steal personal information with impunity because they have massive resources to pour into these types of insidious software assets and legal defense resources. Large, unscrupulous entities can muster just about any defense to protect themselves from litigation, even if they are found out – which they rarely are. They have the benefit of credible deniability, low-level employees who can take a fall, and the ever-plausible excuse that an unknown hacker hijacked their network to disguise his identity.

Holding the lock and key

Cybersecurity Preventative Measures You Can Use to Protect Your User Names and Passwords

The good news is, you are not defenseless. You can deploy proven defensive measures. Once attackers realize you are defending yourself, most of them will follow the path of least resistance and select another target.

Defensive measures you can take include:

  • Multi-factor authentication for logins
  • Secure business accounts
  • Advanced browser security settings

In addition to these simple but effective measures – there are also several cultural hardening techniques you can use to protect your personal information and your organization’s mission-critical data. To learn more, and secure your privacy and data integrity over the long term, get in touch with StratGrow today. Our professional web security consultants are standing by.