How To Apply Psychology To Design An Optimized Landing Page
As a digital marketer, you know that landing pages are essential for creating great first impressions and generating leads for each marketing campaign. But simply creating a landing page with a gated offer is not enough for your campaign to be successful.
Landing page design goes much deeper than making your pages look pretty and easy to navigate. You must know what makes visitors take action and what makes them abandon your page. This is where understanding landing page psychology can be the difference in winning a conversion or losing the prospect forever.
In today’s post, we’ll look at how to design an optimized landing page and how to apply a few psychological principles that are proven to convince visitors to take action.
How to apply psychology and design an optimized landing page
Create a compelling headline to draw visitors in
To capture visitors’ attention immediately and keep them engaged on your page long enough to evaluate your offer, you need a compelling headline. Speak directly to the benefits of your product or service and how it fulfills an essential need for your prospect.
One technique to use is the focusing effect.
The focusing effect is the tendency of people to place too much emphasis on one thing at the expense of others. When it comes to your landing page headline, though, you can use this to your advantage.
Your product or service likely has many benefits, but highlighting your unique value proposition (UVP) in your headline helps prospects focus strongly on that one feature. In turn, your UVP encourages them to click your CTA button.
JumpCrew lists several of its benefits in the copy, but highlights its UVP (more customers for less money) in the headline to grab visitors’ attention and make them hungry for more information:
Another way to craft a compelling headline is via message matching. Message matching provides a consistent message from ad to landing page to make prospects more comfortable in converting on your landing page offer. It is most common in headlines, but it can also be demonstrated through images, copy, and colors.
Include engaging media to keep visitors engaged
In the list of landing page best practices, video and images both play a critical role in persuading visitors to take action. For example, on average, a visitor will stay on a web page with video (5 minutes and 50 seconds) longer versus a page with only text and images (43 seconds). So it’s no surprise that videos have proven to increase conversion rates by as much as 80%.
Landing page images often employ the “deictic gaze” — a visual cue to draw the viewer’s attention toward an intended object. The most common example of this is a person looking towards the CTA button, drawing the visitor’s attention to it so they click it.
Take a look at this page, and notice where your attention goes:
<img title="Campaign Monitor – Landing Page CTA Button" src="http://cdn2.business2community.com/wp-content/uploads/2017/05/Campaign-Monitor-Landing-Page-CTA-Button.png" alt="Campaign Monitor Go to the full article.