Improve Lead Capture with Limited Use of Power Colors

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:

color-guides-visitor-interaction

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.

 

Lead capture fail: Overuse of Power Color

Bottom Line

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.


If you need help implementing the concepts discussed within this blog post – as always you can reach out to us at marketing@aidantaylor.com. The SEO keyword for this post is: Lead Capture.
Organic-Arrow
If you liked this post, please share this on LinkedIn, Google+, Facebook, or Twitter – see the buttons above or just below. It takes very little time, but rewards us for our effort.


Creative Commons License
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.

2017-12-09T13:50:11+00:00 By |Lead Generation|0 Comments

About the Author:

He has over 20 years of experience managing and leading the Ecommerce efforts of small, medium and large companies. He has held sales, sales management, marketing, operations, IS/IT, legal and executive management positions in start-up to multi-billion dollar organizations. He has also served as an adjunct professor of Ecommerce for the MBA program of the University of Missouri (where he received an MBA concentrated in Direct Marketing in 1989). He led the Ecommerce initiative for Sprint PCS (PCS) and Sprint (FON) as Vice President of Ecommerce. He led the integrated marketing efforts for Insight (NSIT) as Senior Vice President of Marketing and Ecommerce. Today, he is the CEO and Founder of Aidan Taylor Marketing – a marketing agency for small businesses (between $1 million and $20 million in annual revenue).

Leave A Comment