Online Dialogue conducted 10 A/B tests by applying green features to 5 different websites. How many of these do you think increased conversion rates? 

Green can be found in many aspects of our lives. At Online Dialogue, our passion for green influenced not only the design of our logo but also our choice of interior design. As you may know, the color green is frequently used on websites and in advertisements and is believed to encourage customers to make purchases. But does the color green really influence our decisions? And if so, how does it affect our emotions and motivations? 

In marketing, the color green is frequently used to confirm the choices visitors have previously made or to increase their motivation to continue through the purchase process. In numerous tests conducted for a variety of clients, ranging from Van der Valk to Hallmark, we repeatedly found that the conversion rate increased significantly when green boxes or symbols (e.g., checkmarks and thumbs-up icons) were added. We found that using the color green was especially effective when applied to promotions, free add-ons, calls-to-action, or when presenting what a customer’s purchase will include in order to increase their confidence. But why is green such an effective color? Academic research offers several explanations for this effect. 

Green Emotions

We usually associate the color green with natural environments, as it often reminds us of trees, grass, or forests. Academic research confirms that the color green is associated with perceptions of health, freshness, and naturalness and evokes feelings of relaxation and comfort (Casas & Chinoperekweyi, 2019; Kaya & Epps, 2004). Research on naturalness further shows that people perceive products presented in a natural manner to be more morally right compared to non-natural or synthetic products (Rozin, 2005). These studies show that using the color green on your website will increase positive emotions.  

Green Motivations 

Furthermore, we encounter green frequently in our daily lives. Green traffic lights signal us to cross the street, and green (as opposed to red) is often used to convey positive feedback. These, and many other examples, show that the color green is frequently used to approve of our behavior. It is therefore not surprising that researchers have repeatedly found evidence that the color green evokes approach motivations (De Bock, Pandeleare, & Van Kenhove, 2013). This means that green increases motivation to move forward, pursue a goal, and take action rather than refrain from action. As a result, green is likely to increase your customer’s motivation to continue through the purchase process. 

Applying Green in Marketing 

Based on our A/B tests at Online Dialogue, as well as research on the effects of the color green, we have identified three effective ways to use green on your website: 

1) Promotions and Add-ons

Since green evokes positive emotions, green boxes or symbols can be effectively used when informing customers about promotions or additional services they may receive: 

2) Call to action

Second, since green tones boost motivation, they serve as an effective additional tool for encouraging visitors to take specific actions, such as participating in surveys or proceeding to the next step in the purchasing process:

3) Outcome Certainty 

Third, the color green should also be used for information that increases consumer confidence, to give people a sense that something is ‘right.’ This includes information about what a purchase entails as well as the next steps in the purchasing process: 

Conclusion

Overall, the tests conducted at Online Dialogue, as well as academic research on the color green, highlight the positive impact it can have on your website visitors. After reading this brief blog post on the power of green in marketing, you probably know how many of the 10 tests increased conversion rates: 10 out of 10! If you’re interested in the other effects we discovered in our experiments, or if this blog post on green has simply sparked your motivation to take action, contact us! 

References:

Casas, M. C., & Chinoperekweyi, J. (2019). Color psychology and its influence on consumer buying behavior: A case study of apparel products. Saudi Journal of Business and Management Studies, 4(5), 441-456.

NAz, K. A. Y. A., & Epps, H. (2004). The relationship between color and emotion: A study of college students. College Student Journal, 38(3), 396.

De Bock T, Pandelaere M, Van Kenhove P (2013) When colors backfire: the impact of color cues on moral judgment. J Consum Psychol 23:341–348

Rozin, P. (2005). The meaning of “natural” is more important than content. Psychological Science, 16(8), 652–658.