When you design a landing page, you know you need to ensure that it converts in the end. A website may have one or many landing pages and each one of them are designed to target specific audience. That is why, today I am not going to focus on what factors make up a good landing page but rather, what psychologies should you need to target when designing a landing page that converts. After all, how do you determine your landing page sells if it does not hit at these 6 cognitive abilities of a human mind:
The 6 Cognitive Factors That A Good Landing Page Design Must Influence
A landing page must be able to grab the attention of the visitor instantly and this starts with the headline itself. Your headline should be smart, catchy and understanding. Here are some important statistics that you would like to know on why the headline has to be great, and hence stands out as the most critical element to begin with -
The above statistics explains why a headline should be able to hit the spot right on when the reader sets his eyes on it. Make sure your headline never exceeds twenty words and should be preferably of ten words.
Check this landing Groupon has a clear and simple headline that is bound to seek your 100% attention -
[ Screenshot: www.groupon.com ]
As for the sub heading, it should be compelling enough to make your readers continue to stay. This is positioned right below the headline and adds a one to two punch effect on the entire landing page. A sub heading is where you elaborate in detail what your headline has to say.
Apart from the fact that you need to use good quality images for your landing page, and that it should make a clear demonstration of the products and services you provide, sometimes you ought to place your images in the right manner. Now for applying this trick in your design, you need to have a little understanding of your reader’s mind. How to turn a reader’s attention to the right place, where you want them to read. An image is said to make human brain process 60,000 times faster compared to a text and that is what makes an image visually more powerful than a series of text.
Look into this landing page to understand how an image can turn a reader’s gaze to the right spot where you want them to -
Try working on the content flow of your copy that makes it appear both logical and compelling to hit the bull’s eye.
The thing about pain is that it demands to be felt.
But human beings want to avoid feeling pain and that is why they would always try to find out ways to evade it. Your goal is to grab the reader’s attention to this pain so that they would search for a solution. When they do so, you know there comes a potential chance they are likely to convert.
But how do you make them feel the emotional pain?
It’s simple, point out their pain directly to make them twitch with pain.
Check this landing page out -
Following the theory of loss aversion, people are afraid of losing. Hence, we human beings are more pained by the fear of losing than of winning. This is your target point to hit and when you get the chance, point it out elaborately first. They are sure to notice it instantly.
Digital ads are no more big players in the internet world, as customers now prefer to value the opinion of other customers.
You can therefore place testimonials where people talk about their trouble times and how your company had sought out the best solution to help them out.
This helps to highlight and build up a sense of trust that surrounds your service.
Once you have successfully managed to make your prospects wince in pain, it is now time to relieve them of it. Draw a conclusion to show that you have the perfect solution to their sorrow. The key strategy here to point out the problem first and them show them the solution.
To continue the second point, you have two sets of tasks to work on your landing page. First, show them the pain and second, show them the gain.
Everyone is in search of solution to every kind of problem in life. You can take this chance to play the pain and pleasure game to draw the exact attention you want to draw from your audience.
Understand this – pleasure does not come in one form.
If you have a solution, show your customer how they could gain it. Finding solution to a particular problem can bring you happiness in a number of ways. For example, You have a back pain and you take a medication pill for that. The pain goes and along with it you find relief, freedom and joy. There are numerous ways a solution works out to bring multiple pleasures and you need to specify this to the client.
Take a look at this LinkedIn Sales Solution landing page -
The copy is simple and specifies the advantages that a customer would get when they use this service.
Make a client judgmental by influencing the decision making power. For this , highlight the value proposition or advantage that they are going to get from your product. A value proposition can be pointed out anywhere. It can be on your headline or on your copy- but it should be clear on its statement as to why customers should try your service out and what are the benefits one would receive from it.
A very good example of a landing page design is that of Basecamp. Look at the way, how Basecamp uses an FAQ conversational strategy to narrate how using their service would benefit clients. Do not miss out the heading and the sub heading at the top.
People need to ensure that they can trust you. So which element on your landing design would work out on this? Build up this trust with the help of your words.
The landing page of Basecamp refers to the number of customers who are using their service. Look at the landing page. This helps to psychologically influence a customer, since he/she can see that there are already many users who find your service to be useful for their work and therefore, they too would like to follow the same. Sometimes, providing valuable insights helps a customer understand that he/she would benefit from using your service.
But that does not mean you have to follow the same. You can build up a sense of trust by using the right words as well. Check this one below -
Read the heading and focus on the second line, especially the last three words – “Yes, you can”. See? It is encouraging and kind of reads more like – “We can be trusted”.
This is the final and the most important element to influence the cognitive action of a human brain. So, even though it might not look much of an important element, yet you must understand the power that this one button brings. The CTA button is the one that will entice your readers to take the final call. That is, to go hit the button. If your reader does not click the button, it means your campaign is not effective enough to influence customers yet. So, the entire value of a landing page ultimately rests on the CTA button.
Make it bigger, persuasive and interesting. Bigger so that it does not miss the attention of your reader. Persuasive and interesting so that your customer is enticed to go for it. Use compelling words like ‘Submit’ or ‘Buy Now’. Apart from increasing the size of the button, you can use a contrasting color that makes it stand out from the rest.
Look at how Spotify uses a different color for its CTA button
Designing landing page gets interesting when you know the exact spots to hit for better returns. The challenge here is to make the reader turn into a customer, and that is why learning up the cognitive factors helps a designer to target the right emotions at the right place. Use these 6 factors to design a good landing page that converts.
Sudeep Banerjee is the Founder and President of B3NET Inc., a leading Orange County web development firm in California. His dimension of expertise lies in providing unique strategy for Internet marketing and agile mobile app development. He has helped more than 200 clients, from small startups to large Fortune 500 companies. Follow him on Twitter or LinkedIn.