web? If you've ever wondered about the answer to this question I'm going to reveal it in

just a minute and the answer is going to blow your mind. About a hundred years ago Hedwig

Von Restorff ran an interesting memory experiment. She got a list of ten items, they were all

distinct items on a list and she asked people to remember the items on this last. Now as

with all psychological experiments there is a catch, nine of the items on this list were

in black ink and one of the items were in blue ink. What do you think happened? When

she asked these research participants to recall what they remembered from this list of items

she found that people were more likely to remember the blue item. When you think about

it it makes sense the blue items stood out from the list of ten items so it grabbed more

attention. It made an imprint in people's minds which is why they were able to remember

it. Today we call this the Von Restorff effect or other people actually call the isolation

effec. But check it, knowing about the Von Restorff effect can be a silver bullet for

higher conversions. Now let's take this a little deeper, there was another experiment

run by Paras Chopra who is the founder of Visual Website Optimizer. Paras was trying

to increase the download of his free software on his blog. And here's what he did he had

different layouts of download link text in his sidebar and in these different layouts

he tried all sorts of things. He had links that were large he, had links that were small,

he had links that were black, he had links that were red. And in the end he found that

the red link, the small red link actually outperformed a larger black link. Why? Why?

Because he was taking advantage of the Von Restorff effect. Paras site did not use the

color red anywhere so when he used that color red in this particular case it stood out instead

of blending in. Now lets take this back to you how do you find your color? Well you just

have to remember this what stands out gets clicked, what blends in gets ignored. So how

can you start implementing this on your web design? Well you have to look at it like this,

your web design should have two types of colors; passive colors and action colors. So passive

colors make up your web design. Passive colors make up your brand your visual appeal. Action

colors on the other hand that's what people want to click. Action colors beckon people

to click links click buttons. Action colors require people to do something with that particular

color. So as an example you take a look at SocialTriggers.com you'll notice that I use

very little color on my site. I actually hate colors but I use purple links on my site.

Why? Purple is my action color you'll notice all my hyperlinks are purple. If you go to

SocialTriggers.com you go the top you'll see this big box with the brain it above that

brain is this little purple box with another purple link in there. That little box gets

a ton of clicks. Why? Because purple is my action color and I've trained my readers and

customers to know that purple means click. I'm pointing this out because even though

this seems like common sense I see people making this mistake all the time. It's like

web designers don't understand the idea between passive colors and action colors. For example

I actually stumbled on one website that had red links. Red links. So red links were their

action color. This same website had red sub headlines. Sub headlines that you couldn't

click. You couldn't click these sub headlines. How confusing is that? In one case red means

click in another case red means you can't click. How can you expect people to click

on your links if they don't even know what they're supposed to be clicking? This is why

you need a passive color and an action color. so what's the best color for your conversions?

The best color is whatever you set your action color to be and your action color needs to

pop. Your action color should take advantage of the Von Restorff effect. the action color

should be different than any other color on your site that way your training you readers

and customers to click when they see that specific color. Now I have a question for

you, do you have a friend that thinks there is a perfect color for high conversions on

the web or worse do you know someone who mixes up their action colors and their passive colors?

Do them a favor send them a link to this video and save their life plus you'll be helping

me out. Because every time I stumble on a website that mixes this up it frustrates me

because it's such an easy fix. So go ahead and email this link to a friend right now.

If you're not on the newsletter list pop over the homepage at SocialTriggers.com and enter

your email into the little email sign up box and press get updates. You're not going to

regret it. You are gonna get more psychology research, split test results and other insanely

practical tips that you can start using to improve your website today. I hope you liked

this video so do me a favor and share it on Twitter, Facebook, Pinterest. Press like below

this video, don't just like the video slam that like button through your desk! OK and

if you really liked this video you are going to love the new videos. Which is why you should

subscribe. How cool is that? Subscribe to this channel to be sure you don't miss out

on other SocialTriggers videos.