The goal of a landing page is to get visitors to take some action, be it to buy a product, sign up for an email list, start a free trial, or something else.
But as with any goal, one shouldn’t just “hope” that it will be achieved. You need a strategy that guides visitors to take the action they want.
One way to get visitors to act is by using mental triggers – subtle hints that steer the reader in the right direction. In this post, we’re sharing effective mental triggers that will help you tweak every element of your landing page.
Optimizing your offer
Your offer is the most important part of your landing page. Because no matter how many optimization techniques you use, if your target market doesn’t want your offer, your landing page won’t convert.
A quick way to test that your listing converts is to see if it’s one of the Maslow’s hierarchy of needs. Abraham Maslow was a psychologist who theorized that there are different levels of basic human needs. Certain levels (such as the need for food and water) had to be met before a person could attend to more demanding needs (such as creativity).
Maslow imagined this hierarchy to be like a pyramid:
If you can tailor your offering to one of these basic human needs, you can be relatively certain that it will be wanted.
For example, computer security software would fall under the security needs category, like this offering from McAfee Total Protection:
On the other hand, a landing page of a university that invites visitors to enroll would fall into the category of “appreciation” or “self-fulfillment”, like this offer from the University of Capella:
Optimize your copy
Your copy – the words on your landing page – is what ultimately drives someone to take the action they want. So it’s very important.
Do not rely on sales techniques such as exaggerated words like “best” or “only”. Today, most people are too familiar with marketing tactics to fall for these techniques – and can even resist them. For example a 2013 study found that people react negatively when they sense that someone is trying to convince them in marketing.
Instead, emphasize the reader’s free will so that he or she feels empowered to make their own decision and is more likely to trust your offer. Use phrases like “the choice is yours” to ensure readers don’t feel like they are being “sold”.
Another non-promotional (but very effective) strategy is to use storytelling in your text. Studies have shown that traditional urgency techniques (eg “limited time offer”) are not as effective, especially in the long term, as showing the value of your offer through storytelling.
To make storytelling easier, follow the simple frame Created by Storybrand’s founder, Donald Miller. It consists of elements found in the hero’s journey:
- Has a problem
- Meets a Conduct
- Who gives them a To plan
- And help them avoid errors
- End in success
For example that Landing page of the auditing company uses the story of the problem their market is facing to make their message compelling but not selling well:
Optimize your headlines
To get visitors’ attention instantly 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 a key need of your prospect.
One technique to use is that Focus effect.
The focusing effect is people’s tendency to place too much emphasis on one thing at the expense of others. However, when it comes to your landing page headline, this can be used to your advantage.
Your product or service probably has many advantages, but highlighting yours Clear moral concept (EIA) in your headline helps prospects focus heavily on that one characteristic.
JumpCrew lists some of its benefits in the copy, but highlights its MSRP (more customers for less money) in the headline to grab visitors’ attention and make them hungry for more information:
Optimize your pictures
Your images are also very important when it comes to how visitors feel when looking at your landing page.
A proven strategy is to choose pictures of people (instead of inanimate objects).
The theory is that it is easier for people to relate to them other people than on objects. But you can also go a step further and take advantage of the benefits Research that has found that when the people are in the pictures Look at the CTA button, Viewers also instinctively look at the button and will click it more often.
For other best principles, it might be helpful to follow an image checklist provided by the. was created 60 second marketer. The pictures must …
- Looks trustworthy
- Show the advantages of the offer
- Contrast to page design (highlight)
- Express desired emotions
- Make it easy to see the CTA button
On the following landing page, for example, there is a photo of a person who looks at the CTA button and conveys the desired emotions to the target group:
Optimizing your CTA buttons
Finally, use a strategy to create CTA buttons that get 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 Kolenda, this strategy works because of something called Processing liquid. The processing fluid refers to the phenomenon that the ease with the reader understand what to do is closely related to whether they find the action easy and pleasant.
In other words, when a button is easy to spot and click, it feels easier and more enjoyable to actually click it. This in turn increases conversions.
Take a look at the following example landing page. The CTA button is orange if nothing else on the page is orange. This makes the CTA stand out more.
Simply creating a landing page and generating traffic on it is not enough to increase your conversions. You need to design the page with the right elements while implementing some mental triggers. Only then will your visitors be moved to action and your marketing funnel will start collecting more and more leads.