How to Create a Killer Landing Page Using Psychology
So many marketers believe that the perfect landing page comes as a result of consistent A/B testing. Test your copy, images, font, CTA button, the size of that button, test it again, and again, and again, and you shall achieve perfection.
Wrong. An exceptional landing page with a high level of complexity requires more than just that. I’m really not saying that doing all the tactics mentioned above is not a good way of optimizing your landing page performance, but to really stand out from the crowd, you’ll need to develop and implement strategical tactics that involve psychology concepts. Landing page management must be easy and this can be done by subdividing. Just like subdividing land for more efficient management, you can do the same to landing pages to get the desired results and more.
After all, selling is all about persuading the right person to buy the right product. Well, in today’s post, we have collected several psychological principles that should help you develop phenomenal landing pages that generate a great ROI. Grab a sit and let’s go.
The Principle of Pleasure
As Epicurus, one of the most passionate pleasure psychologists noted that “People make choices based on what makes them happy.” If you pay attention to your external environment, you’re likely to be surrounded by people who seek happiness. They’re also doing the things they’re doing (work, family, achievements) in order to find that happiness.
Therefore, as a marketer and landing page creator, you must quickly acknowledge that for your prospects to be content, you must give them exactly what they want. Here’s what you need to know in order to align yourself with the average person’s thinking and buying behavior:
- People gain instant happiness the moment they see a visual that they like. For example, by adding positive colors, pictures of incredibly cute animals, and photos of happy people that smile or laugh, you can immediately alter your prospect’s state, making him more open to your content.
- People mostly care about themselves, so they think of themselves first. You should focus on the benefits they’re getting instead of the features of your product. Use “you” again and again, and talk to them like you’d talk to a friend.
- If there’s strong social proof that your product works, prospects will be delighted by that fact. Smiling customers are always a true asset for your brand.
- A positive copy can spread the positive vibe, making your readers feel optimistic, inspired, or why not, even happy.
The Principles of Fear and Pain
The opposite of pleasure is pain. Therefore, people run away from pain like they run away from death. You see, when the customer considers your solution to his problem, he’s likely to think this way:
“If I pay 200 bucks, I will stop X pain because the product works and it can help me achieve my goal. Or, I may pay 200 bucks, leave myself with little cash this month, and deal with my problem first. Or, I could spend that 200 bucks on something else…but then, my problem will persist and will continue to bring me pain. But still, is it worth it?”
I may have gotten too far, but you have to know that many people assess pain and pleasure as their primary decision-influencing factors.
Nevertheless, as Charles Hudson, CEO at ResumesPlanet, notes, “People are afraid of experiencing pain. They associate pain with many activities, people, and things in their life, and they will do their best to stay away from everything that may trigger fear in various forms: fear, urgency, survival.”
Therefore, for your landing page to be persuasive, you got to understand your target audience’s deepest fears and problems. Do good research, ask people directly, collect data, and use it all to craft a landing page that sparks emotions of fear.
It may sound weird, but when that is present, your customers enter a state of urgency in which they immediately seek to act on solutions for removing themselves from that state.
These guys are not kidding. They use persuasive psychology to generate a feeling of responsibility, and very often, a feeling of fear. The question “How much do you owe” puts everyone on alert, making them reflect on their own situation. And then, you see how simple it is to take immediate action?
You can simply click and select something and go on with the process until you’re “converted”. And then again, this would suit your needs best, because you truly need some extra responsibility when it comes to debts!
As the last example, you can see how this brand is emphasizing the fact that the marketplace is changing, and that you may “lose the game today” due to your traditional, outdated strategies.
What could this mean for a businessman whose business performance has slightly dropped during the last several months? Well, first, he might feed a bit of fear. Every businessman knows that you can’t fall behind, otherwise your competitors will overrule you.
Developing a killer landing page using psychology tactics is far from impossible. You don’t have to Freud to improve your ads, copies, and web pages. In fact, you just have to understand the principles and apply them until you obtain measurable results. Wish you the best of luck!