(This is the fourth of five posts to teach you what a landing page is, how to make and publish one, and how to optimize it for the most conversions.)
Landing page optimization isn’t just about techniques.
Yes, there are many best practices and tactics that you can apply to your landing pages. However, conversions don’t happen just because you changed your button color from green to orange or because you dropped an extra field from your form.
Optimization techniques are important, but equally crucial are the psychological principles that fuel them.
Psychology plays a very important part in your landing page campaigns – as we first learned, optimization and tactics aren’t all that matter.
How a visitor behaves on your landing page is directlyated to how his mind and body responds to the combination of design and copy you’ve put in front of him.
If your landing pages are working, it’s because you’ve nailed the psychological principles behind optimization, even if you’re not aware of it.
Are your visitors signing up for your SaaS trial? That’s because you understood the psychology behind the reciprocity principle. When you offer something to someone, there’s a higher possibility they’ll offer something back in return.
If you want more visitors to sign up for your new offer, try putting a clock on it and see how the idea of scarcity drives conversions to your landing pages.
Landing pages work when they are able to persuade your visitors to become your customers, and this is as much about psychology as it is about optimization.
Each optimized landing page element carries within itself a world of psychological savvy.
A negative headline works because of the loss aversion principle. People are scared to lose something more than they are happy to gain something. So, when your headline tells them they’ll keep on losing something until they sign-up or download your product, they’re going to click on that button.
You can’t have too many CTA buttons on your page because the paradox of choice paralyses your readers from making any choice at all.
Testimonials don’t only add trust to your landing pages, but they also enforce herd mentality in your customers. When they see a bunch of people signing up for your offer, they won’t be able to help themselves. And they will just do what others have done before, and click your CTA button.
This is what Basecamp does so effectively with their landing page. They not only feature a testimonial, but they tell their visitors just how many people signed up for their service in the span of a week.
Want to know more about landing page psychology?
Plus, we put together an entire guide on color psychology that tells you which colors to use for which pages.
Don’t want your visitors to get cold feet on your landing page? Show them your strengths with superhero psychology.
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