Best Colors for Your Website CTAs in Ecommerce: Boost Your Conversion Rates with the Perfect Palette

Vlad Niculescu
Vlad Niculescu

CEO @ Flowpoint

11 February 2024

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Best Colors for Your Website CTAs in Ecommerce: Boost Your Conversion Rates with the Perfect Palette

When designing an ecommerce website, one essential element often overlooked is the color of your calls-to-action (CTAs). CTAs prompt website visitors to take specific actions such as purchasing a product, signing up for a newsletter, or sharing on social media. The right color can make all the difference in driving user engagement and conversions. In this article, we will explore the best colors for your CTAs and explain why these colors work so effectively.

The Science Behind Color Psychology

Color psychology plays a crucial role in user behavior and decision-making processes. Different colors evoke distinct emotions and reactions, making them critical in creating successful CTAs. Understanding the psychological implications of each color can help you choose the perfect palette for your ecommerce website.

Here are the most common color associations:

  1. Red - Urgency, excitement, and passion
  2. Green - Trust, growth, and balance
  3. Blue - Serenity, stability, loyalty
  4. Yellow - Happiness, optimism, and attention-grabbing
  5. Orange - Enthusiasm, creativity, and warmth
  6. Purple - Luxury, sophistication, and ambition

Best Colors for Ecommerce CTAs

While there is no one-size-fits-all answer to the perfect CTA color, there are specific colors that tend to perform better in the ecommerce space. These colors are known for their engaging and attention-grabbing properties, and often lead to increased conversion rates.

  1. Red: This vibrant color has long been associated with urgency and impulse buying, making it particularly effective for end-of-sale promotions or limited-time offers. It attracts attention and motivates users to act.

    Example: Target uses red for their "Add to Cart" and "Checkout" buttons, as well as for highlighting sale items on their website.

  2. Orange: Orange is an energetic color that invokes enthusiasm and excitement, which can inspire users to take action. It’s an ideal choice for CTA buttons that encourage customers to sign up for a free trial or subscribe to newsletters.

    Example: Amazon uses an orange "Add to Cart" button to drive users to purchase their products.

  3. Green: Green is synonymous with growth, wealth, and trust. It's a natural choice for ecommerce websites selling eco-friendly products or with a focus on sustainability.

    Example: Shopify uses green for their "Start a free trial" button, emphasizing trust and loyalty towards their brand.

  4. Blue: Blue is known for representing stability, trustworthiness, and loyalty. It's a popular choice for financial institutions and companies looking to establish a strong sense of credibility with their customers.

    Example: PayPal utilizes a blue "Checkout" button, reinforcing their status as a trustworthy payment service.

  5. Yellow: Yellow is a stimulating color that grabs attention, so it’s an excellent choice for CTA buttons that require immediate action from users, such as limited-time offers or pop-up CTAs.

    Example: Ikea uses a yellow "Buy Online" button to create excitement and incite users to purchase quickly.

  6. Contrasting colors: When choosing the best color for your ecommerce CTAs, a critical factor to bear in mind is the concept of contrast. Your CTA should stand out from the rest of your website, drawing attention immediately. Use contrasting colors to ensure that your CTAs are effectively highlighted.

    Example: Apple currently uses a contrasting dark grey "Buy" button on their white background, focusing on sleek and minimalist design principles.

Testing and Analytics: Finding the Right Color for Your Website

While the examples provided can act as a guide for selecting CTA colors, it's important to understand that what works best for one website might not work best for yours. As an ecommerce website owner, you should be open to experimentation and testing to determine which CTA color scheme leads to the best results.

Using tools like Flowpoint.ai for funnel analytics, behavior analytics, AI-generated recommendations, and session tracking can significantly improve conversion rates and ultimately, your website’s profitability.


Finding the best colors for your ecommerce website's CTAs is essential for driving user engagement and boosting conversion rates. The perfect color can be achieved through understanding color psychology, analyzing your target audience's preferences, and performing A/B testing using analytics tools like Flowpoint.ai. Follow these steps to design captivating and successful CTAs that truly resonate with your users.

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