The goal of the landing page is to get the visitor to take action, whether it’s buying a product, signing up for an email list, starting a free trial, or anything else.
But as with any goal, you should not just “hope” it will be achieved. You need a strategy to guide visitors through the required actions.
One way to get visitors to take action is to use Psychological trigger — Subtle clues that push the reader in the right direction. In this article, we will share effective psychological triggers that you can use to optimize every element of your landing page.
Optimize your offer
Your offer is the most important part of the landing page. Because no matter how many optimization techniques you use, if your target market does not want your offer, your landing page will not be converted.
A quick way to test whether your offer will convert is to see if it meets one of the following conditions Hierarchy of Needs Theory. Abraham Maslow is a psychologist who believes that there are different levels of basic human needs. Before a person can care about more complex needs (such as creativity), certain levels (such as food and water needs) must first be met.
Maslow imagined this hierarchy as a pyramid:
If you can match your offer with one of these basic human needs, you can be relatively certain that it will be needed.
For example, computer security software will fall into the “security needs” category, such as the following products provided by McAfee Total Protection:
On the other hand, college landing pages that invite visitors to register will fall into the category of “respect” or “self-actualization”, such as this proposal by Capella University:
Optimize your copy
Your copy—the text on the landing page—will eventually persuade someone to take the required action. So this is very important.
Don’t rely on sales techniques, such as using hyperbolic words like “best” or “only.” Today, most people are too familiar with marketing strategies to fall in love with these technologies—maybe even resist them.For example, a 2013 research findings When people feel that someone is trying to convince them in marketing, their reaction is negative.
Instead, emphasize the reader’s free will so that they feel that they have the right to make their own decisions and are more likely to believe your proposal. Use phrases such as “You are free to choose” to ensure that readers do not feel that they are being “sold.”
Another non-sales (but very effective) strategy is to use storytelling in your copy. The study found Traditional emergency techniques (such as “limited time quotes”) are not as effective as telling stories to show the value of your quotes, especially in the long run.
To make storytelling easier, try to follow Simple frame Created by Donald Miller, the founder of Storybrand. It consists of elements in the hero’s journey:
- Have a problem
- Meet one guide
- Who give them one plan
- And help them Avoid failure
- Ends with success
For example, this Landing page of an accounting firm Use stories about problems facing their markets to make their messages persuasive, but not persuasive:
Optimize the title
In order to immediately attract the attention of visitors and keep them on your page long enough to evaluate your offer, you need a compelling headline. Talk directly about the benefits of your product or service and how it meets the basic needs of your potential customers.
One technique used is Focus effect.
The focus effect is the tendency of people to overemphasize one thing while ignoring another. However, when it comes to landing page titles, you can use it to your advantage.
Your product or service may have many benefits, but highlight your Unique value proposition The (UVP) in the title helps potential customers to focus on this feature strongly.
JumpCrew lists several of its benefits in the copy, but highlights its UVP (get more customers for less money) in the title to attract the attention of visitors and make them hungry for more information:
Optimize your image
Your image is also very important when it comes to how visitors feel when viewing your landing page.
An effective strategy is Choose a character picture (Instead of inanimate objects).
The theory is that people are more likely to interact with other people Than object.But you can also go further and take advantage of The study found When the person in the image View CTA button, Viewers will also instinctively look at the button and become more frequent clicks on it.
For other best principles, you may find that 60 second marketerThe picture must be…
- Looks trustworthy
- Advantages of showing offers
- Contrast with page design (stand out)
- Express desired emotions
- Easily view the CTA button
For example, on the login page below, there is a photo of a person who is viewing the CTA button and conveys the desired emotions of the target audience:
Optimize your CTA button
Finally, apply strategies to create CTA buttons that can drive more conversions. One of the most effective strategies is to make your buttons stand out from the rest of the page as much as possible.
according to Marketing and Psychology Researcher, Nick Korenda, This strategy is effective because there is something called Processing fluency. Processing fluency refers to the ease of readers in the process of processing Understand what to do It is closely related to whether they think the action is easy and pleasant.
In other words, if a button is easy to find and click, then the actual click will feel easier and more pleasant. In turn, this will increase the conversion rate.
Take a look at the sample login page below. When nothing else on the page is orange, the CTA button is orange. This makes CTA more prominent.
Simply creating a landing page and generating traffic for it is not enough to increase conversions. When implementing some psychological triggers, you must design the page with the right elements. Only then will your visitors be persuaded to take action, and your marketing channels will begin to collect more and more potential customers.