Color systems that convert: data from 50 storefronts

Brand color choices that consistently moved CR — and the ones that consistently didn’t.

We pulled CR data across 50 storefronts and tested whether color choices correlated with conversion. They do — but not in the way most brands expect.

What we found

• High contrast between CTA and background → consistent CR lift.
• Brand color = CTA color → no measurable CR effect.
• Yellow/lime CTA buttons outperformed blue 6 of 8 times in our tests.
• Pure-white background outperformed off-white in mobile-only segments.

What this doesn’t mean

Don’t paint your CTA lime because we said so. Test contrast, not hue. Brand consistency matters too, and the CR lifts don’t survive if customers feel jarred.

Your CTA needs to be the loudest pixel on the screen — even if it clashes.