Good landing page design isn't just a nice thing to know – it's absolutely essential to the success of your online business. Whether you're in lead-gen, ecommerce or consulting, effective and clear landing page design can spell the difference between a positive and negative ROI.
In this landing page design course you will learn:
How to write headlines and calls to action that will motivate your users to act instead of turning them off
How to triple your conversion rates by using the principles of readability, simplicity, perceived value and clarity in your landing page design
How to run professional usability tests on a tight budget
How to build a landing page from scratch on a custom domain without writing a single line of code
...and much, much more!
If you think this stuff is complicated, it's not.
If you think landing page design stuff is expensive, it's not.
If you think conversion rate optimization is time consuming, it's not.
If you think watching this course won't make a different to your bottom line ... think again.
About the Topic
Psychology plays an integral role in the success of your marketing materials, which includes your landing pages. This is because your visitors are human beings who make irrational choices based on their cognitive biases and past experiences.
Using the right psychological principles to your advantage in your landing page design convinces your visitors that you, in fact, are the right brand to solve their problem, and this guides their mouse toward the CTA button.
This is also known as conversion psychology.
Using psychology on your landing pages to influence visitors’ decision-making abilities helps you convert them into customers.
The next section of the guide will discuss these psychological principles and explain how you can practically use these principles on your landing pages.
How to Create Persuasive Landing Pages
What’s the one fundamental thing that your landing page needs to do?
Persuade your visitors enough to get them to convert on your form.
Landing page elements should complement each other so they can convince your visitors to fulfill your conversion goal.
Here’s a quick recap of the characteristics your landing page elements must have to be persuasive:
The headline must include your UVP, so your visitors know precisely how you’re going to solve their problem.
The image must be relevant and empathetic so that it explains what your product does and also connects with your visitors emotionally.
Your copy should explain your offers, benefits and features in a comprehensive way.
The lead capture form shouldn’t ask visitors to give information that’s not necessary for the offer. Plus, form fields must be properly arranged.
Your CTA button must be clear in delivering value. It should induce a sense of urgency, be designed in a contrasting color, and written with personalized copy.
There are certain psychological principles you can apply to create landing pages that influence your visitors to convert. Two of the basic principles that will be discussed in this chapter are:
Principles of influence
Cialdini’s 6 Principles of Influence
Cialdini’s theory of influence is comprised of the following six fundamental principles you can implement to convince your visitors to convert:
1. The Principle of Liking - Human beings have a tendency to be persuaded by people they like. One way to do this is to design your pages so that you and your team are represented on them. Include custom photography of your team at work, or add a video with a human voice that’s able to connect with your visitors.
Adding real photos alongside customer testimonials also triggers the liking principle and convinces visitors to convert.
2. The Principle of Reciprocity - Human beings like to do things for others who do things for them. So, if you’re expecting your visitors to sign-up for your service just because you told them how great it is, expect to be waiting a long time.
Want your visitors’ information? Offer them something in return – this is what a typical squeeze page is created to do.
Copy Hackers’ page asks visitors to enter their email address in exchange for a 100% off coupon code for one of their original books.
Another approach is to offer your visitors a small chunk of information first, and then give them the rest in exchange for their contact details.If you want to increase sign-ups for your service, try offering them a free trial first — that’s what Autopilot does on their landing page.
3. The Principle of Social Proof - The principle of social proof dictates that human beings tend to do things that they see other people (like themselves) doing. This is where the herd mentality comes from. Your landing page should include compelling customer testimonials from previous clients who can vouch for your product/service.
As an alternative, you can also include the number of satisfied customers your service has like Hootsuite does on its landing page.
4. The Principle of Consistency - We tend to like people who honor a commitment they have made. In other words, human beings appreciate individuals who remain true to their word.
You can apply this principle to dedicated pages by establishing message match between the ad and the landing page itself.
5. The Principle of Authority - The principle of authority dictates that people tend to obey authoritative figures. One way of establishing authority on your landing page is to include customer badges from reputable companies. Doing this helps your visitors understand that highly credible companies have placed their trust in your product or service.
Authority on landing pages can be showcased by including testimonials from influential people in your industry.
6. The Principle of Scarcity - People want more of something they can’t have, i.e. perceived scarcity influences your visitors’ decision-making abilities.
You can make your offer more enticing by putting a clock on it (a landing page countdown timer will do the trick).You can also add urgency by offering visitors something for a limited time. Free trial offers often use this strategy.
You can apply the principle of scarcity on standalone pages in the form of urgency. To do this, craft your copy in such a way that visitors understand they better act now if they want to get what you’re offering.The CTA button copy adds a sense of urgency to the offer.
Cognitive biases are tendencies human beings have to think in particular ways that lead them to make irrational choices and decisions.
Your visitors are human beings, and they don’t always act rationally. It’s your job as a marketer to understand what these deviating tendencies are and use them to your advantage when designing landing pages.
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