Landing page designer needs to know how the human brain works and reacts to certain situations in order to do their job right. The human brain is what will help them most with their work, but also the thing that will be their greatest challenge to overcome. It is the root of a successful site and business. Without understanding what motivates people to do a certain action, a website will be just one of many on the web.
This is why, if you are a landing page designer, or you at least are enthusiastic about learning basic psychological tricks, you need to know three fundamental psychological tools that will compel people to do what you need them to do in order to improve your business, whether it’s a phone call, a click or a purchase.
1. Social proof
People are surer that they are doing the right thing if they see that others have done the same thing, too. We, as human beings, need the confirmation from others most of our lives to be confident about doing what’s smart and good for us. In short, we are looking for a social proof that our move is right.
Looking for a social proof is visible from people reading product reviews, looking at tweets about a certain company or asking our friends for advice about what to buy or where. We like to be reassured, that’s what makes us feel secure when we are about to make a certain decision.
So, how does that work for a landing page designer? Well, you have to find ways to show someone their choice is right if they choose your product or service – it’s how you get them to convert. It can be a testimonial of a trustworthy influencer or at least their endorsement. Some people look at the star rating of a certain product. And sometimes, it’s all about the buzz on social media that persuades someone to choose your company.
So, try to incorporate opinions and testimonials from other customers or reliable influencers and provide people with the opportunity to write product or service reviews for others to see. It’s also a smart move to use language that refers to a community, like “Join 5,000 satisfied customers sharing their experience”.
It’s almost a rule that when someone gives us something, we feel the urge to give them something back in return. Use this psychological trick on your landing page. For example, offer the visitor a coupon in exchange for their phone number or give them a discount on their next purchase if they decide to buy something. Another strategy is to provide a coupon or a discount in return for a piece of information or a review. It’s also very useful to have a user-friendly web design informative for different customers – they can select an option that leads them to a next step appropriate for their situation.
So, what reciprocity is beneficial for is that it drives conversions and gives a valuable customer feedback. There’s always something to give in return – a free gift such as a free book or a course, a bonus or a discount. The point is there has to be a promise of providing something to the visitor.
3. Urgency and scarcity
If you manage to create a sense of urgency on your landing page, you’ll be surprised just how many people are ready to take action you want. Tricks like countdown clocks, exclamations such as “Don’t miss this offer!” and the number of items left are what gets through people.
If you present a product as being scarce in supply or rare, you’ll manage to easily raise the price. Not just that, but people will want it more if you stress them out that it comes in limited quantity. Another reason behind on why it works so well is that people don’t want to miss being part of something, so if you convince them that it’s important for them to be included in whatever is going on, they’ll follow.
For example, you can mark the lowered price in red or put a live countdown before all the items are sold. The so-called “urgent colors” like red, yellow and orange should be used to boost urgency of an action. Another option is to bind your offer to a specific time after which the offer is no longer available. In short, any signal of exclusivity or scarce availability is a great strategy for selling something.
Of course, there are numerous additional psychological tools that in one way or another stem from these three. The more you research on the topic, the more tricks you’ll know and the more successful your business will be.