Get converting landing pages: Psychology meets UX design.

The human brain is an incredible tool, but it can also be puzzling. For the landing page designer, the human brain presents the greatest challenge as well as the greatest ally. In this article we will discuss 3 Psychological hacks to get converting landing pages and a testimony of our UX UI designer:

Most of the designers forget how psychology plays a good part to get converting landing pages and make your business thrive. Without triggers to drive prospect to actions, your page is just another fancy designed something you find online.

Here are the most important 3 psychological tools based on Malcolm Gladwell and Robert Cialdini works into Neuromarketing:

 

1 Social Proof:

 

A study published by power-reviews showed that 70% of Americans look at product reviews before making a purchase.  Nearly 63% of consumers declared that they’re more likely to purchase from a site if it has a product rating.

Social proof is a game of how many users trusted your services before and how you can show it to your prospects, The more you can do to show someone that they are making the right choice, the easier it is to get them to convert.

To incorporate social proof into your landing pages, look for opportunities to include the opinions and testimonials of others, like how many re-tweeted your last post, how many reviews and likes you have on Facebook or how many clicks you have per day in your website.

 

2 Scarcities and Urgency

Urgency: Countdown clocks, inventory numbers, last chances and warnings of “Don’t miss this!” work well in getting converting landing pages. And using different colours that trigger the human brain attention.

Scarcity: The idea of it, is to increase its value to a user by creating the perception that the item or the service on offer is rare or scarce in supply. For example, limited lifetime offers, limited seats in a movie premier or limited football game VIP tickets.

Colour usage and contrast: When it comes to landing pages: red, orange, and yellow can cause someone to feel compelled to take action. Like showed in different researches of Hubspot, where switching to a red CTA button from a Green one, increased a site’s conversion by a rate of 21%.

3 Reciprocity

 

Lire aussi:   RGPD, et maintenant ?

Based on Dr. Robert Cialdini works, when someone gives us something, we’re compelled to give something back in return. For exemple, if you were invited to someone’s wedding, you feel obliged to invite them to yours “if you ever get one”

When designing your landing page, just keep in mind to give something in return and make sure you’ll mention it. For example, campaigning for a service, make sure you email subscribers some e-brochures, or a completion email, you can even go far and offer coupon upon completing the type forms in your landing page, so that way most of your prospects will be looking forward to completing all you need.

 

Here, we do discuss how to get converting landing pages with one of Kaokeb’s UX designers:

Q: What are the criteria used to create converting landing pages?

A: 2 main criteria, generally speaking a good landing page should be able:

· To communicate a business offer clearly.

· Encourage and entice visitors to become users/customers/subscribers.

When dealing with informative landing pages, you should be able to shorten your information in a digestible way. The less words with more meaning the better! This makes it faster to convert visitors to users.

 

Q: How you follow up with trends in landing page designs?

A: Well, listen mate, there are many ways to keep up with trends, my go inspiration source is Muzli by Invision. It gathers a lot of UX magazines and other platforms, but what you should keep in mind is that trends are a goner. That being said, there are basic guidelines to create any landing page, and they are the 2 criteria mentioned above.

 

Q: Any tips you can share with us to help other designer create a good landing page ?

A: I will state 5 steps to guide you through the creation, which I personally use!

· First of all, users prefer what is clear, clean and precise. Above all, what’s secure!

· Eliminate destructions (Ex: Navigation elements, bulky texts, wrong usage of colours, wrong visuals…)

· Include enticing offers and holding a strong position to promises. Basically, your CTA should not fail your users hope and lead them to their stairway to heaven.

· A/B testing is a must, combining design and data would be very beneficial for any sort of landing pages

. At Kaokeb, we believe in Iteration and testing, therefore we conduct at least 6 iteration for each landing page designed for a conversion during a digital campaign.

 

Q : Based on your experience, what are the best landing pages builders ?

A : In my opinion, the first step in building a landing page, is not working straight with a LP builder, I prefer my whisky neat, therefore I start with papers sketches, to generate a clear idea on how I see users navigating through the landing page. Below you shall find the landing page builders I’ve used before.

Instapage

Launchrock

Unbounce

Kickofflabs

 

Q: What can you suggest for new businesses getting their first landing page online?

A: As UX principals thought us, one of the most important criteria is: dig deeper and know your users, their hopes, dreams, motivations and/or expectations. Then combine this in creating your value proposition. If you have many users, then don’t hesitate to create a landing page dedicated for each persona. This will help you define which of those personas are the alpha user, and focus on them.

The aim for every landing page is to get a higher conversion rate and attract more users. Therefore, a well detailed yet simple one is the key.