Imagine driving down a busy street, and you’re low on gas. At the intersection, you see a gas station, but when you pull up, you see that it’s owned by a company with an unfamiliar logo. You feel uneasy about using your credit card in the reader since they haven’t earned your trust and you don’t know they will keep your information safe. Ultimately, you get back in the car and fill up at a station you know and trust.
In the above hypothetical, your anxiety prevented the transaction from being completed. You didn’t trust that your data would remain safe, so you purchased from another brand. That same feeling of anxiety could be preventing prospects from converting on your landing pages. If your prospects don’t trust your company, they won’t complete forms and provide you with their information.
How to keep your landing pages anxiety free
To lower anxiety in your visitors, you have to understand what is causing their concern. Prospects who visit your landing pages need to be assured that you will keep their personal and financial data secure. They will likely worry about why you are asking for so much of their information up front, especially if you are not a brand that they recognize.
Landing page anxiety sounds like a scary term, but you can easily keep your prospects anxiety free and move them closer to conversion by optimizing your landing pages. Adding elements like social proof can abate their concerns. A testimonial with a name, title, and headshot shows that other customers have had success with your business, and customer logos showcase popular brands that already use your product.
Social proof is a strong way to beat landing page anxiety, but it isn’t the only tool you can leverage. Here are several landing page techniques you can use to both increase trust and lower anxiety with visitors:
When prospects aren’t familiar with your brand, they are much more likely to become anxious. Message match is one strategy to help prospects get over that anxiety. Message match is defined as the consistency between a PPC campaign ad and a landing page. A high level of consistency between the two often shares a color scheme, headlines, copy, and images.
Landing page anxiety drops when a PPC ad and a landing page have strong message match. When consistency between the two is high, prospects feel comfortable and know that they’ve landed in the right place. Here’s a great example of message match:
WordStream’s Facebook ad has several striking features — the color scheme, image, and the headline. Prospects clicking on this ad would expect that the landing page would have the same features. An example of a poor message match would be if prospects landed on a page with an orange color scheme and no light bulb image. In that example, the user would likely feel anxiety, and the result would be a drop in conversion rates:
WordStream’s message match is strong, and users can immediately tell that they’ve landed in the right place. The image, headline, and color scheme are all the same. This helps ease the concerns of prospects who aren’t familiar with the brand:
With landing page forms, marketers traditionally thought that the longer the form, the less likely a prospect will be to complete it. But the truth is, things are a bit more complex than that. Whether or not a prospect is willing to complete a longer form depends on where they are in your marketing funnel.
At the top of the marketing funnel, you are trying to build awareness for your brand. Top of the funnel offers include:
In the middle of the marketing funnel, prospects have identified your brand as a potential solution to their problem, and they are trying to get a better feel for what you have to offer. Middle of the funnel offers may include:
- Case studies
- Free samples
At the bottom of the marketing funnel, your prospects know your brand and are making a decision on whether you will be the solution to their problem. Bottom of the funnel offers are more likely to include:
- Product demos
- Free quotes
- Free trials
If you ask a prospect to complete a 10-field form the first time they’ve seen your brand, chances are you won’t convert them. But if you ask a prospect who you’ve nurtured over time with various content down your funnel, you are more likely to win a conversion.
Here are two examples of how you can use form length to reduce landing page friction and decrease anxiety among visitors.
This Cisco landing page is targeted at prospects in the top of the marketing funnel as they look to build brand awareness and get on the radar of new prospects. As a result, Cisco only asks users to fill out five fields:
The NetSuite landing page below is at the bottom of the marketing funnel because they’re offering a product tour. It asks prospects to fill out a 10-field form. If this page were at the top of the funnel, it could scare prospects away. But since the offer is in the decision stage, these viewers are already familiar with NetSuite and are considering whether to use their services as the solution to their problem:
Social proof is one of the most powerful persuasion techniques to reducing landing page anxiety. When you land on a web page and see the company advertising how many people already use their service, that’s social proof. When customer logos are displayed that show they use a particular product or service — that’s social proof.
Social proof is like positive peer pressure; when people see that your brand is popular, they’ll be more likely to trust you and convert. Let’s look at a few examples.
McAfee displays industry awards prominently to showcase how their brand viewed within its industry. The perception is that a company which wins antivirus and computer protection awards must be a solid brand that is worthy of consumer’s trust.
Furthermore, the 30-day money back guarantee and free customer support 24/7 helps ease a prospect’s concerns about purchasing McAfee:
On this landing page, Campaign Monitor makes use of social proof in two ways — a counter and customer logos. Both are strategically placed right next to each other just below the fold. The counter compliments the customer logos because as soon as the prospect sees that over 200,000 businesses use Campaign Monitor, they get a glimpse of some major brand logos like Unicef and Adidas.
Campaign Monitor also uses visual cues on this page. Both people are looking directly at the CTA, drawing in the visitor’s gaze and implying the visitor should click it:
According to Vendasta, 88% of shoppers incorporate online reviews into their purchase decisions. BigCommerce uses testimonials to give prospects a look at how their previous customers have had success with their service. When testimonials only include a name or a generic phrase, they aren’t very helpful. But when a testimonial features a headshot, title, name, and detailed quote about the service, they can help prospects get over their anxiety.
BigCommerce testimonials have each of these features, which makes them more persuasive:
Security badges/trust seals
When prospects are considering buying a product or service online, they want to ensure that their financial data won’t land in the wrong hands. Trust seals are used to give a landing page credibility with visitors so that they can feel comfortable sharing their information. Trust seals like Norton or McAfee let prospects know that a website is safe to complete a transaction.
Both Salesforce and Exact Data use trust seals to lower anxiety in their prospects. Here’s how they do it.
Exact Data has earned an A+ rating from the Better Business Bureau, and it uses prime real estate on its landing page to let visitors know about it. The BBB trust seal is located below the CTA which lets visitors know they’re in good hands. Exact Data wants visitors to see it, along with trust seals from Shopper Approved and NextMark.
When visitors arrive on this page, their eyes land on Exact Data logo in the top left corner. Next, they scan from left to right towards the phone number in the right-hand corner of the page. Their gaze then moves down and to the left, through the headline and towards the countdown for the 15% off pricing. Finally, their gaze moves to the right again, towards the form and the CTA:
One of the major reasons prospects leave a landing page without converting is if they can’t get quick answers to their questions. Prospects might have a question that doesn’t appear on the FAQ, and if you can’t provide a quick answer, they’ll likely bounce. Live chat features allow you keep prospects engaged who might otherwise leave your landing page.
Volusion prominently displays its live chat option at the bottom of their visitor’s screen. The sticky chat feature scrolls with users so that they are continually aware of the opportunity to interact with the company. This is important because the live chat feature must be displayed somewhere where prospects will see it. By offering live chat, Volusion reduces friction and potential bounce rate among its visitors:
Click-to-call phone number
The click-to-call phone number is another feature that allows prospects to get fast answers to their questions without forcing them to leave the landing page. Click-to-call numbers are most effective when placed prominently on the page so that they are easily spotted by visitors.
An anxious visitor with questions can call LifeLock and have their concerns assuaged before converting. This LifeLock landing page places its click-to-call number in the header so that it is one of the first things that visitors see when they arrive on the page. This is smart because should visitors be looking for a phone number, they’ll likely look in two places: the header or footer:
How does your brand prevent landing page anxiety?
When lead generation efforts hinge on your ability to create trust with visitors and establish your expertise, you need landing page optimization tactics to make them feel anxiety free. That way they feel comfortable with your brand and are more likely to convert.
Create a great lasting impression with a professional landing page built with Instapage. Our 100% customizable templates allow you to create customizable pages your visitors will appreciate and be anxiety free.