You must be an e-commerce provider, and you must be familiar with Landing Page (called landing page or landing page in Chinese). But how do you make the strongest landing page, increase the time consumers stay on the page, reduce the chance of jumping off the page, and drive them to click CTA, “Say Yes” or “Buy Now”? This article tells you what elements the undefeated Landing Page should have and how to arrange it!
What is a Landing Page?
Landing Page is a single-page webpage whose main purpose is to allow users who browse the webpage to take specific “actions.” The “action” referred to here can be account registration, downloading guidebooks, e-books, purchasing goods or services, etc.
In order to persuade web browsers to take action, a Landing page should use a variety of different persuasive elements, such as attractive copywriting, affirmations from others or social proofs such as the use of testimonies, explanatory videos of products or services, obvious Call to action button-but most landing pages will not cover everything.
How to design the landing page to really attract attention?
If you already have your own Landing Page, you may improve from many small areas to optimize the conversion rate each time you correct it, such as the color of the CTA button, the length of the copy content, and the use of different pictures for testing, etc., but before this , More important than optimization, you should learn consumer psychology first!
If you do n’t understand consumer psychology, your optimization will only be a trial an error, like doing experiments, but without a good experimental design, or even the operation of the experiment itself is the wrong choice. of. Expect the right results in the wrong experiment?
Here are 4 psychological principles that can help you provide a more convincing Landing Page:
1. Happy psychology: what will make you happy in the future
The ancient Greek philosopher Epicurus was the first scholar to propose happiness psychology. After his experiments, teaching experience and deep thinking, he proposed a theory related to happiness:
“People make choices about things that make them happy”
In other words, people will choose what makes them happy. For Epicurus, everyone ’s greatest desire is the pursuit of happiness, and no one will deliberately choose a very painful and difficult path, unless to some extent, such a process will eventually give them a sense of happiness, or They think the result will be sweet.
So to use this little trick on your Landing page, you can think from these 6 aspects:
People first think of themselves:
Focus on your main target audience, use the second person “you” and tell them to choose what benefits you will bring and how they will feel
When people have a clear understanding of a product or service, they will be happy:
Display pictures and text in the text, and clearly describe the products and services you provide in a language they can understand or empathize with
When people know that other people are also happy, they will feel happy themselves
Of course, this must rule out making competitors happy, and this is like a photo of others ’social approval and smile
When people are satisfied with the logical conclusion you provide:
Use longer landing page content, orderly describe the message you want to pass to them, guide them step by step to the conclusion, and call for action.
People are also happy when they see visual elements they like: Studies have shown that people like to see other people happy, cute animals and bright colors
When reading happy text: write a positive copy of optimistic, non-threatening content that will make people feel happy and unbreakable
2. Pain Psychology: What do people want to avoid?
Happy psychologist Epicurus also mentioned:
“The limit of happiness is to eliminate all the pain, and when the feeling of happiness that eliminates the pain appears, as long as the feeling (which can eliminate the pain) is not interrupted, no matter whether it is physical or psychological, the pain will not work.
Whether psychological or physical, people naturally avoid events that make them feel uncomfortable or painful. In marketing, it is easy for people to take action for this purpose. Applying it to the Landing Page design is to remind people of the “uncomfortable” feeling and hit their pain points, then your main target audience is Will give corresponding response, and seek to avoid this uncomfortable feeling or situation, and this is what your Landing Page design to do!
3. Cost psychology: how much they are willing to spend
When it comes to consumption, you can simply divide people into two types: people who are willing to spend (Spendthrifts) and people who want to save money (Tightwads).
According to a study in the Journal of Consumer Behavior, consumers will anticipate how much money they will spend on the e-commerce website before shopping. Of course, you can slightly influence the established consumer price in the minds of consumers through the design of Landing Page, but basically that price is deeply ingrained in their hearts.
How do you apply this psychological technique to your landing page? Let the expectations of potential customers be consistent with the expectations you provide, and even exceed the services you provide.
If you understand the innermost willingness to pay the price of your main target customer group, then you can follow their way of thinking and tell them how much value you can bring to your products or services. For people who want to save money, “avoiding loss” is more important than being able to “get what kind of benefits”, so you can try to pass “how much money will you lose if you do n’t buy your service or goods now”, let They reduce the time for hesitation.
Curiosity is often overlooked by people, but it is a desire that strongly drives people to know or learn something! A good landing page should arouse people’s curiosity and make people have a strong desire to take action.
For example, ConversionXL uses the landing page as the main entry screen for readers. The title is quoted by the well-known conversion rate optimization master Jeffrey Eisenberg, “Conversion XL is the best conversion rate optimization blog in the world”.