Color persuasion involves the philosophy behind colors and how consumers (knowingly or not) interact with those colors. Certain colors, for example, may subconsciously make a person feel safe. If your website influences the users with color, you may be able to set a tone or mood that is necessary to make your ecommerce business successful. Color is not an exact science. Different cultures focus on the same color in different ways. For example, yellow can represent courage in Japan, while yellow in the Western culture can be referring to cowardice. Because colors have different meanings for different people, it is important to relate your website with the colors suitable for the target audience.
For the Western civilization, colors represent a variety of moods and feelings when they're viewed:
The psychology of colors used on a website can help improve the visibility and memorability of a site. Logos often use a color scheme that makes them memorable. For one example, yellow and blue is used for the Build-A-Bear logo. This evokes a happy, cheerful, and friendly feeling. Other logos might use red and black to represent aggressive, but classy, activities, such as cards or gambling. The way you represent your site can be changed to influence your consumers very simply by changing the colors and theme of the page. Color has been shown to influence brand recognition by up to 85 percent.
Agressive, but classy: the colors in a card deck[/caption] In other research about the philosophy behind color persuasion, 93 percent of respondents stated that color was important to their purchase. A total of 85 percent stated that color was the reason for a purchase. Then, 80 percent agreed that the color of a brand represents consumer quality. For an example of how these statistics can be applied, take the color red. You'd normally see this near a clearance section. This increases the heart rate of consumers, creates urgency, and gets their attention. Green may be in areas of expensive pieces. Green is used to associate the items with wealth and is used to help the consumer relax. A nice infographic from Kissmetrics: "How do colors affect purchases?"
Keeping these color associations and the cultural deviations in mind while designing your webshop is a great way to use color persuasion in a way that benefits your business. How do you make use of the colors on your webshop? What emotions are you trying to evoke?
Recently I've seen some (often absolute) statements going around, generally in the line of "open source commerce platforms are a terrible idea". Now of course different solutions always have different pros and cons.
A hierarchy of evidence (or levels of evidence) is a heuristic used to rank the relative strength of results obtained from scientific research. I've created a version of this chart/pyramid applied to CRO which you can see below. It contains the options we have as optimizers and tools and methods we often use to gather data.