The whole point of your call to action (CTA) button is to get your users to notice it and click on it. To achieve this, you can’t contest certain standards and best practices. For example, an enticing and engaging copy is required to attract audience attention. The button should also be noticeable. So, it makes sense for your CTA button to be large and eye-catching. Hinging off this, it’s also advisable that you should make your CTA button color stand out from the rest of the page. However, as to what color can actually help boost your conversion rate, this remains a highly debated subject.

Some will argue that there really can’t be any hard and fast rules when it comes to colour selection. No two businesses are built exactly alike, and what works for one may not necessarily work for the other. On the other hand, you also can’t deny the fact that colour can psychologically affect people and their decisions.

Both make equally compelling points. So, the best way I can answer your question would be to explore the psychology behind the different colors so you can apply the best one to your CTA and optimize for conversions.

There’s a clear correlation between colors and human emotion. Color has a clear impact on how we think and behave. Again, it’s hard to definitively say how individuals will react to which colors, but generally, there are some guidelines we can consider.

For example—

• Red is known to increase a sense of urgency in someone. It can communicate energy and has been known to increase heart rate.
• Blue is known to establish a sense of trust and security and is most often used by banks and other businesses that deal with money.
• Yellow is usually associated with youthfulness and optimism—best known to attract the attention of window shoppers.
• Orange is usually associated with aggression, a popular CTA color option because it captures the attention of visitors quickly.
• Black is often used to communicate power and luxury, making it a popular option for high-end products and services.
• Pink is often used to capture the attention of female audiences.

A study also shows that men and women favor different colors:

In this study, it was found that men are predominantly drawn to the color blue, followed by green, black, and red. As for their least favorite colors, men tend to dislike brown, orange, purple, and yellow.

Surprisingly, women are equally drawn to blue, closely followed by purple, green, and black. They are most averse to the color orange, followed by brown, gray, and yellow.

How can a marketer make sense of this kind of data? First, consider the nature of your business. Do you cater to both men and women? Then opting for a color that appeals to both men and women would make the most sense for your CTA, such as blue. If you’re looking to capture a mostly female audience, choose a color that appeals exclusively to women and vice versa if you’re seeking to attract male leads.

Given all these factors, however, I would advise you to keep these two things in mind when it comes to your CTA:

• More than the color of the button itself, make sure that you’re selecting a hue that’s in contrast with the entire page so your CTA button stands out. Go for visibility.
• Test your buttons with color variations so you can actually understand what elements and colors spur your audience to take action.

If you’re looking for a more definitive way to boost your conversion rates, get in touch with me personally and I can help you map out a more practical solution.