3 Powerful Psychological Principles of High Converting Landing Page

When I started studying digital marketing, I became curious to know why people acted the way they did and what influenced their decisions. I was regularly analyzing myself and wondered why I bought certain products over others.

I wanted to know more about how this process works and what affects my every day’s choices.

It is impossible to become a successful marketer without understanding some key psychological principles.

Marketers invest energy, time, and money into creating targeted messages to trigger a positive emotional response to their products and services.

They expect to improve their brand image, convince new people to buy their products, and make existing customers buy again and again.

While the product quality, price, and features are important in marketing, understanding human psychology and what influences its behavior can take results from good to amazing.

And the same goes for digital marketing.

If you don’t understand your audience at a core level, your marketing efforts could lack the power they need.

It’s all about people.

Before you jump into the tactical aspect of marketing, you need to understand how your audience thinks and behave because different psychological factors influence the people you’re marketing to.

While taking classes or reading books on the psychology of selling may help in certain ways, it is not that urgent.

Understanding a few basic principles can help you market and sell to your audience more effectively.

Or simply asking your people some deep questions like:

  • What are the major problems your audience are facing?
  • What type of content do they prefer the most ( blog posts, videos, podcast, or info-graphics?
  • What media they’re currently using?
  • What obstacles might be in their way stopping them from buying your products?

The more you dig deeper, the more you understand them. When you understand their problems and pain points, it gets easier to appeal to your customer’s emotions and convert them into a wish that will result in a sales

The harsh truth is:

Jeffrey Gitomer said “People Don’t Like To Be Sold To… But They Love To Buy!”

Yes. People don’t like to be sold to.

In the business world, salespersons try to sell to people all day long. They receive cold calls, emails, sale videos, and invite to seminars. Salespeople become obvious, annoying, and manipulative. Customers by nature hate manipulative people, and it gets harder to grab attention and communicate in a persuasive way

The good news:

You can set yourself apart from your competitors by ethically using psychology tools in marketing your business and building better relationships with your customers.

3 Books about the psychology of selling.

 When it comes to influence your website visitors and push them to take a specific action like signing up to your newsletter or buying your stuff, people believe they’ve to be manipulative.

They often associate sales with deceptive trick and tactics to persuade people to buy.

There is a fine line between manipulating and influencing to do something. In fact, it’s totally ethical to use human behavior science to influence user behavior. As a marketer, it is important to learn new strategies and techniques to grow and become better at your craft.

Understanding human science behavior can really take your marketing efforts to another level. I come up with a list of the top books about the psychology of sales.

The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible 

The book gives a set of ideas, techniques, methods, and strategies that you can immediately implement to make more sales faster and easier.

Also, it focuses heavily on the mindset and psychology of the buyer and seller. The Brian’s Psychology of Selling is light, well written, and easy to consume.

If you find hard to convince customers about the quality of the product and making them buy it, then I strongly recommend this book. You have eight chapters full of helpful methods and ideas which improve your selling ability.

Influence: Science and Practice

If you’re an ambitious marketer entrepreneur or even a sale person, then this book is a must read for you. I would be surprised if reading this book doesn’t make a better person or businessmen.

Influence: science and practice explain in clear, practical language which factors that cause people to say “yes” to another person’s request.

Robert.B.Cialdini knows inside out what he talks about because, he worked as a salesperson, fundraiser, and many other positions in different companies that use psychological tactics that get people to say yes.

The effectiveness of the techniques mentioned in This book made reference in the world of business and consumer behavior.

To Sell Is Human: The Surprising Truth About Moving Others

Sell is human offers new insights and golden nuggets at the science of selling. He reveals a new of driving others to take actions. Pink explains with details the five frames that make your message clear and more persuasive.

Also, he explains how the sales have changed through the last decades and buyer are more informed and aware.

I really liked this insight from Pink

“In the new world of sales, being able to ask the right questions is more valuable than producing the right answers.”

Once you’ve done all the hard work building your brand, setting up a website that represents it, and driving traffic, now it’s the time to convert those visitors into customers and raving fans.

How To Apply Psychology In Your Online Business?

As you may know, your landing page is the heart and soul of your marketing efforts. I believe that a landing page is the most important page on your website.

This is your opportunity to drive traffic, improve your SEO, build your brand, and more importantly build your customer base.

I’m going to show some psychological principles you will make your landing page more persuasive.

The Pleasure Principle.

If you are strategic about optimizing your landing page, your conversion rate will go up, is that simple.

Your pages should be clear and easy to navigate. The opposite is also true. If your content is vague and overwhelming, your visitors will leave your page and you lost a potential customer.

Epictos said, “People make choices based on what makes them happy.”

It’s a basic human instinct to pursue anything that gives us pleasure and avoids pain in order to satisfy their biological and psychological needs.

Whether you believe it or not, colors have a powerful impact on our emotions and influence our decision-making abilities.

You have to use the right color in the right place for the right purpose. Focus on highlighting the colors that represent your brand and bring joy to your customers.

However, you don’t have to be designer to make all this on your own. You’re a marketer not a designer. Tools like lead pages, Instapages, leadpages, Unbounce did all the hard work for you.

The main thing you need to know is that customers think about themselves only. So to create a high converting landing page always highlight on the benefits they will get from buying the service you’re selling.

Let see the pleasure principle in action.

let’s examine Instapage landing page. The headline says clearly that it is the best platform for creating landing pages.

The sub-text elaborates its fast and easy-to-use features for beginners. Next, the call of action in the center is hard to miss and prompt immediate action. 

This page is clear and to the point.

It takes less than 2 seconds to read the entire page and users don’t have to circle all around the page to figure out what to do.

I really like this one.

Whether you are a new digital marketer or an already established one, your goal is to improve your SEO campaigns.

You know from the headline that this a keyword tool.

When you click the try now button you know exactly what you will get

Give Fewer Options.

We all have experienced the paradox of choice, at least once in a lifetime.

Nowadays, we are faced with an aggressive raid of choices. What college should we go? What foods should we eat to stay healthy? What kind of job that makes me happy?

The choices are endless.

And beside the abundance of life choices, we must make, there are an endless necessary series of decisions we are bombarded with each day.

Whether you’re buying a shirt, ordering a meal, selecting a promising career, or starting a business, everyday decisions have become so hard and complex due to the multitude of options we presented.

With all the choices of the world available to us, we strive for perfection and We mistakenly assume that many options mean greater satisfaction.

In the long run, this mindset can lead to stress, anxiety, and decision making paralysis.

Barry Schwartz, the famous psychologist explains in details this phenomenon in his book the paradox of choice.

He argues that:

  1. The more choices you have, the harder it gets to decide well.
  2. More options can lead to unhappiness and dissatisfaction, no matter what you decide on.
  3. Good enough is the best option.

No freedom in too much choice

While you may find some opinions that argue that a multitude of choices is a good thing in different areas of our lives, it is exactly the opposite when it comes to your landing page.

When it comes to online marketing, it easy to complicate things and I have been guilty of this for years.

Additional fields or too much information can overwhelm your customers and drop your conversion rate.

How To Push Back The Paradox Of Choice From Your Landing Page?

Landing Pages & Attention Ratios

Smart marketers like Frank Kern and Vick know the most successful landing pages are ones with only one goal.

Whenever a user comes to your landing page, he has only 3 options.

  1. Buy your product, or sign up to your newsletter
  2. Read more information about the offer.
  3. Go to another page.

In case you want to build a landing page on your existing blog, you need to eliminate anything that can distract the user from filling their information.

In other words, make it difficult for users to walk away and don’t give them an easy way out. As a marketer, you must value your visitor’s attention because it is the most valuable currency.

The more people pay attention to you, the more likely they will trust you and buy from you. Now it is obvious why you do not want to loos the attention of your audience.

Your landing page should have one primary goal, and it should be the most obvious and clear if not the only one on that page.

Smart bloggers like Derek, John Chow, and Yaro Starak use a technique called the non-choice that produces amazing subscriber rate.

Let me explain in details here.

Whenever you’re reading a piece of content on their blogs, a small page pops up offering you a free incentive that teaches you how to get 5000 email subscribers.

This page offers you two options. The first says “ download the free Ebook”, and the second one says “ No thanks”.

The no choice technique is psychologically powerful. When the image pops up, it blocks the screen from any distractions and let the visitor focus only the options offered.

Loss Aversion

Do you hate losing? Of course, you do, even a small item.

It is normal and natural that we don’t like to lose things we have. We are so attached to our stuff, and we feel stressed and anxious to give them up.

The aversion to a loss in human is extremely strong, and that explains why we react more on the negative events rather than the positive ones.

The fear of loss is called the loss aversion principle.

In a simple way, the idea to lose something like an offer, money, bonus, and information motivate us more than the idea of gaining.

What it is powerful in marketing?

Marketers all over the world know how powerful the loss aversion principle is. For that reason, you see words like “5 items left”, “hurry”, or ”expires in 1 hour” to trigger an emotional response from buyers.

When done correctly at the right time, it inspires buyers and creates long-term customers commitment.

Take for example antivirus software companies that offer a full free trial for a limited time. This works on the fact that once you have the software installed, you get used to it.

As a result, unconsciously you find yourself forced to pay the monthly subscription to stay safe from virus and malware.

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