Conversion rates show how many visitors to an online shop actually become purchasers and is influenced by numerous factors. The wrong colour, a non-functional internal search, or poor customer support can send conversion rates into the cellar. But even when wares are already sitting in the shopping cart, the customer journey is by no means over. Apart from payment providers and the length of the checkout, compulsory registration is also a reason for potential customers to break-off their purchase, despite a full shopping cart. So what alternatives are there to the customer account?
Shop operators don’t just have to take care of usability, a functional internal search or the perfect check-out when it comes to raising conversion rates. In e-commerce, as in every other area of life as well, emotions play a decisive role. Spontaneous purchases are initiated by a certain feeling. For instance, you can create feeling about the price: joy at finding such a good offer. Feelings are also triggered by colour. Red creates a different emotion to blue or green.
Colours are one of the few stimuli in e-commerce which speak directly to the senses. Apart from the basic colour, the colour scheme of the navigation bar and other controls is important for emotional customer address. White or light grey for instance, stands for seriousness, while the colour red draws attention. But can colour really raise conversion rates?