The Effect of Color Scheme and Typeface on the Conversion Rate of a Product Sold on an eCommerce Website
School Name
Spring Valley High School
Grade Level
10th Grade
Presentation Topic
Psychology and Sociology
Presentation Type
Non-Mentored
Abstract
Electronic commerce is an emerging market that is quickly taking over brick-and-mortar retail. Since eCommerce is relatively new, many of its aspects have yet to be studied, including the psychology of a user’s decision to purchase a product. The purpose of this study was to determine the effect of the visual components color scheme and typeface on conversion rate of an eCommerce site. It was hypothesized that a greyscale site design that made use of the Droid Serif font would yield a lower conversion rate than a site with green accents and the Century Gothic font. Two website designs were constructed according to these parameters and traffic was driven to them by Facebook advertising. Conversion rate was measured for five days for each site. A two proportion z-test was run to determine if there was a significant difference in the sites’ rates; it was found that there was not, with a p-value of 0.533 and alpha= 0.05. It was concluded that adding color and a smoother font to an eCommerce site is not an effective method of increasing conversion rate.
Recommended Citation
Ravindra, Sanjay F., "The Effect of Color Scheme and Typeface on the Conversion Rate of a Product Sold on an eCommerce Website" (2015). South Carolina Junior Academy of Science. 213.
https://scholarexchange.furman.edu/scjas/2015/all/213
Start Date
4-11-2015 10:45 AM
End Date
4-11-2015 11:00 AM
The Effect of Color Scheme and Typeface on the Conversion Rate of a Product Sold on an eCommerce Website
Electronic commerce is an emerging market that is quickly taking over brick-and-mortar retail. Since eCommerce is relatively new, many of its aspects have yet to be studied, including the psychology of a user’s decision to purchase a product. The purpose of this study was to determine the effect of the visual components color scheme and typeface on conversion rate of an eCommerce site. It was hypothesized that a greyscale site design that made use of the Droid Serif font would yield a lower conversion rate than a site with green accents and the Century Gothic font. Two website designs were constructed according to these parameters and traffic was driven to them by Facebook advertising. Conversion rate was measured for five days for each site. A two proportion z-test was run to determine if there was a significant difference in the sites’ rates; it was found that there was not, with a p-value of 0.533 and alpha= 0.05. It was concluded that adding color and a smoother font to an eCommerce site is not an effective method of increasing conversion rate.
