In this article on CrazyEgg.com, Sean Work shares a Kissmetrics infographic which includes information on how the strategic use of color can improve your conversion rate.
Get the right color scheme down, and you could hit the jackpot. Get it wrong, and you might turn a huge chunk of visitors off. Or even worse, they may not notice your call-to-action.
One caution: under a heading of “The Data”, the infographic says that “92.6% of people say the visual dimension is the #1 influencing factor affecting their purchase decision (over taste, smell, etc.)” The source for this assertion is listed as an article on LoyaltySquare.com. And yet, that article says this: “A research conducted by the Seoul International Color Expo 2004 suggested that 92.6% people take into concern the visual factor while making purchases.” That doesn’t seem to be the same as saying that the #1 influencing factor in purchases is the visual dimension. I wasn’t looking to nitpick except that the statement in the infographic contradicts something I have read before in Call to Action: Secret Formulas to Improve Online Results by Bryan and Jeffrey Eisenberg about textual content being the main driver of decision-making online.
That detail aside, the infographic seems helpful — at least as a thought-starter about the strategic use of color on our ecommerce websites.