How colour impacts E-commerce Customer Behaviour?

The Psychology of Color

According to a study conducted by the Seoul International Color Expo, over 92% of people said that color plays an integral part when purchasing merchandise. Believe it or not, only 6% said that their sense of touch played a major role, whereas smell and hearing amounted to a tiny 1% of people’s votes - unless of course they were buying air freshener or music.

Further research carried out by the Institute for Color Research showed that shoppers subconsciously judge people, the environment, and the product within the first two minutes of the initial viewing. Crucially, 60% to 90% make an assessment that is solely based on color. Therefore, it goes without saying that catching the customer’s eye with an intelligent layout of colors is integral to ecommerce success. 

Here is a brief look at eleven widely used colors and the effect they have on online customers:

Brown

Brown is a strong and dependable color which is very reassuring to shoppers. It gives off an aura of confidence and, if used in the right amounts, can help convert a potential customer.

Orange

Orange radiates ambition and energetic warmth. It also represents passion, originality, and fresh beginnings. Orange paired with cool shades of blue can give off a positive and exciting vibe.

Yellow

Yellow is a cheerful and playful color that can really grab the customers’ attention. However, it should be used in moderation because an excessive use of yellow can turn customers off. 

Green

Green has a natural and organic aura, which is why it is considered to be very easy on the eye. When shoppers see green, they often relate the color to positivity, relaxation, safety, and harmony.

Pink

Even though pink is usually associated with femininity, it can appeal to males as well since it exudes kindheartedness, romance, and love.  Pink has a soothing effect so it can be used to offset more aggressive colors like black, orange and red.

Red 
Red taps into the deepest, most primal, emotions of shoppers. Since red is usually associated with love, life, and confidence, it can convert potential buyers into lifelong customers if used correctly. But beware, too much red on a webpage can be visually overwhelming.

White

White exudes purity, wholesomeness, and clarity, and it is essential to most web pages. It is recommended to  include empty white space around your content so that customers don’t feel boxed in.

Purple

Purple has long been associated with royalty, power, and affluence. Intelligent use of this color can help the customer into making a positive purchase.

Blue

Blue conveys feelings of trust, peace, and productivity. Although blue is one of the most common colors on the web, it should be avoided if your webpage is involved with the hospitality industry, especially with restaurants as blue is said to decrease appetite.

Grey

Grey is usually connected with seriousness and a conservative mindset. The right shades of grey can serve as a great backdrop for other more vibrant colors such as orange, red, and royal blue.

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Black

Black is associated with strength, power, and dominance. When used in ecommerce,it sends a confident message to potential customers. Excessive use can give off a bland and gloomy ambiance, so it should be used in moderation, along with other tranquil colors.

How Product Videos Help E-commerce Business

E-commerce with time has evolved from Catalog pictures to Gif Images and Product Videos. Retailers are looking for ways to Engage Customers in a bid to increase sales. In the last few years retailers have realized the importance of Product Videos. Capturing the ways, Product Videos help E-commerce.

Product Videos Increase conversion Ratio

The great thing about online video is that people vastly prefer watching over reading .It spans nearly every industry and demographic. Organizational housewares etailer StacksAndStacks.com reported that visitors were 144% more likely to purchase after seeing a product video than those who did not. The majority of respondents reported that they are more confident in their purchases

Treepodia ran multivariate testing for two of its clients’ sites and found that product videos increased conversion rates even when the shopper didn’t actually view the content.

For retailer A, the conversion rates were as follows:

·         Control group (i.e. those who didn’t see any videos): 1.04%

·         Users who could watch video but did not: 1.47%

·          Users who watched video: 4.06%

·         Increase when comparing the users who could watch video (whether watched or not) to control group: +46.22%

Retailer B saw similar results:

·         Control group (i.e. those who didn’t see any videos): 3.27%

·         Users who could watch video but did not: 4.06%

·         Users who watched video: 4.82%

·         Increase when comparing the users who could watch video (whether watched or not) to control group: +27.05%

Product Videos Help Improve SEO Campaigns 

Google algorithms look at countless factors when assessing a website’s credibility and relevance. Video can have a positive effect on SEO, making product pages with video rank higher than those without video. Here are three reasons videos impacts search results:

·         Time on site: The more time users spend the better for SEO. On average, consumers spend two minutes longer on retail sites with video.

·         Repeat users: When users come back to site, it shows search engines that site contains valuable information. Consumers are 45 percent more likely to return to websites with product videos.

·         Social sharing: Social sharing is important for SEO, and videos are more likely to get shared than text or images. In Invodo’s survey, 52 percent of consumers said they shared a product video within the last three months, and over 20 percent had shared 5 or more times.

Product Videos Reduce Return Rates

One reason for returned goods is that customers haven't been able to get a decent idea of the product before they place the order. Thus, when it arrives, and isn't as expected, it has to go back. 

Retailers can address this issue on product pages, by ensuring that customers get as much visual information as possible. 

Simply Group found that using 360 views and instructional videos of its ski products not only increased conversions, but also reduced returns rates, as customers were able to see exactly how each product worked.