ASP’s Mark Towns (pictured below) reveals how the choice of colour of your call to action (CTA) buttons and conversion rate optimisation (CRO) can play a major part in the success of your show
You’ve executed the mother of all marketing campaigns and the content of your show is second to none. But did you know you could be missing out on key sponsorship revenue and visitors just because your call-to-action button on your website is the wrong colour?
It’s hard to believe that the colour choices you make can create significant increases in conversion rates. But it’s all very much true.
In ongoing A/B testing we are carrying out for Informa Tech’s Ai Summit, we are finding that when their CTA button is orange rather than black, they are seeing a 25% increase of visitors clicking through to their ticketing page. That’s a massive uplift.
When it comes to button colour, the more the CTA draws attention to itself, the more likely the customer is to click on it and the higher the chances of increasing your conversion rate.
While high-contrast colours will pop, low-contrast analogous colours (ones with a more subtle tonal change) may prove more eye-catching. So what colour is right for your show? The only way of really knowing is by using an event marketer’s secret weapon; conversion rate optimisation (CRO).
The purpose of CRO is to improve the likelihood of visitors taking a desired action on a webpage and typically involves A/B testing elements like colour, wording and navigational elements of your website to see what gets the best results.
Simple, right? Ah, if only it was that easy! Remember the best colour contrasts won’t matter if your customers don’t like the colour combinations. And those combinations will differ from show to show.
The only way of knowing what colours, wording, UX, data and CTA positioning will truly unlock higher conversion rates for your show is through the magic and fun of CRO A/B testing.
Keen to give CRO a try? Visit ASP.events.
What is Conversion Rate Optimisation?
CRO is the process of increasing the percentage of conversions from a website. The purpose of conversion rate optimisation is to improve the likelihood of visitors taking a desired action on a webpage. This typically involves A/B testing different elements of a website (like CTA buttons, wording and colour) to see what gets the best results.
