A well-thought-out landing page is crucial to conversion. You can execute effective digital marketing strategies like email marketing, but driving customers to a poorly designed landing page is a waste of resources.
As marketers, we have been told about using compelling CTAs, creating a sense of urgency, and offering discounts. We study various techniques to optimize a landing page. But what is the science behind a high-converting landing page? Psychology gives us the answer.
Understanding how the brain works can guide you when doing your landing page optimization. There is a roster of psychological principles you can apply to lead customers to your desired action.
5 Principles of Psychology You Can Use to Optimize Your Landing Page
1. The Von Restorff Effect or the Isolation Effect
Our landing page is consisting of various elements — headline, body, CTA, image and colors. When you group all these, you create one big picture. So, how will you lead customers to click on your CTA?
The Isolation Effect by German psychologist Hedwig Von Restorff says that when multiple homogenous stimuli are grouped together, the most unique element will stand out.
This means that if you want customers to convert, make your CTA stand out. You can do this by choosing a contrasting color for your CTA button to attract customer’s attention.
2. Safety from Maslow’s Hierarchy of Needs
Abraham Maslow taught us that safety is one of the major human needs that affect motivation. It is essential to make customers feel safe and secure with you and your offer. Remember, they may be giving you their personal information such as contact details, credit card information, and address.
Using social proof and consensus can better address this. You can put testimonials and positive reviews from satisfied customers or include a signup count to show how many visitors have already submitted their personal information through your form. This way, you are showing customers that you are worthy of their trust.
3. The Anchoring Effect
When making decisions, people rely on the first piece of information presented to them. This would serve as their ‘anchor’ as they make subsequent judgments.
In marketing, you can apply this by exposing customers with a higher price before showing them how much they will be actually paying to get your offer. If you are in an e-commerce business, you can show the original price of an item prior to the discount price. If it’s an ebook download, you can say “A $50 ebook, now for free.”
Providing an anchor to your customers will make your offer more value to their judgment.
4. Loss Aversion
The pain of losing is a more powerful motivator than the pleasure of gaining. This is not to say that your freebie is useless. But telling customers what they are missing out can better encourage action.
Use the principle of loss aversion in your landing page copy. You can write a line such as “Here’s what you are missing out if you don’t signup” before enumerating the benefits of your offer.
Loss aversion also applies to creating a sense of urgency. For instance, you could say “Only two days left!” or put a countdown timer to give the impression that the offer is time-limited.
5. Instant Gratification
When people desire to experience the pleasure of fulfillment, they want no delay or deferment. In short, when we want something, we want it now. So, be sure to offer something immediately to customers to encourage conversion. Don’t make customers wait.
This can be a challenge to e-commerce business in which items need to be shipped. You can solve this by giving digital rewards while they are waiting for their purchased item. It can be a coupon code or free access to an exclusive content.
You don’t need to be a psychologist to apply these psychological tricks. Just understand how they work, and optimize your landing page according to how the brain processes things.