I’m always on the lookout for good examples of lead capture or conversion. So, the other day when I was watching TV I had to capture this commercial from MyPillow. It may not be the best aesthetic, but you as the viewer definitely know what’s important:
Nothing distracts from their red “USE PROMO CODE” – not even his shirt (it’s the same color as the logo). MyPillow knows communicating a code for savings, is an important psychological element in their purchase process. They don’t want us to miss it. So, it is the only element in a bright, hot color. In our experience, your killer color doesn’t have to be a bright red or orange, but it does need to contrast with the rest of the website.
The reason I’m blogging about this is so many companies have a tendency to use bright colors everywhere on their ads and websites. It’s an attempt to make everything important, but the result is nothing is important (below you can see how MyPillow made this mistake on their website). The visitor is left without any guidance – no visual cues. These websites feel overwhelming and result in high bounce rates and low sales or lead capture rates.
Lead Capture Fail
It’s too bad they didn’t follow this advice for their website – they’ve made every little call to action on the page red – so it loses its power. Imagine if they had just used red once or twice. Think how powerful that would be for directing the visitor to an action opportunity. They even let the American flag and their 60 Day Guarantee take away from their power color. If those are important sales elements, maybe their power color should be something other than red – in this case, maybe orange.
Use your power colors sparingly. That’s what makes them powerful. That’s a big part of what will make your website or ad a conversion machine.
Improve Lead Capture with Limited Use of Power Colors by John-Scott Dixon is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.