Reach the Heart of Your Consumer with Psychographic Marketing

Reach the Heart of Your Consumer with Psychographic Marketing

Last updated on by Twila Liggitt in Advertising Personalization, Landing Page Examples


Marketers are continually thinking, hearing, and speaking about the demographics of their target audience — categorizing prospects by factors like age, gender, ethnicity, income, marital status, and geographical location. This information helps us understand the similarities and differences between consumers.

There’s no doubt that demographic targeting is critical to the success of your marketing efforts. To substantially enhance your marketing strategy, it’s additionally imperative that you fully understand and implement psychographic targeting and marketing as well.

What is psychographic marketing?

Psychographic marketing refers to understanding the motivations behind why your customers buy, what their values are, and how can you use that to your advantage?

That means taking into account the less tangible characteristics of your target market, such as their activities, personalities, attitudes, opinions, values, lifestyles, beliefs, goals, desires, and struggles.

Although psychographic data is less objective and quantitative than demographic data, it’s equally as important. Using psychographic research when it comes to advertising means more solid user personas, increased advertising personalization, (Level 3 of our Advertising Personalization Classification System), and an overall more powerful and efficient marketing strategy.

psychographic marketing personalization

Part of this process includes creating your landing pages using marketing psychology to understand better what compels visitors to act.

The result?

Incredibly personalized, targeted marketing to reach specific audiences who appreciate your offers and need your product or service. This, in turn, leads to increased conversion rates.

Let’s take a look at four brands that truly understand just how important landing page psychology and psychographic marketing are.

Four landing pages that use psychographic marketing

(Keep in mind, for shorter pages, we’ve displayed the entire page. For longer pages, we’ve only shown above the fold, so you’ll need to click through to the page to see some of the points we discuss. Also, some of these pages may be undergoing A/B testing with an alternate version than is displayed below.)

1. HelloFresh

HelloFresh created this landing page to convince visitors to sign up for one of their meal kit subscriptions.

Notice how they implement psychographic marketing to target and appeal to the countless people who don’t enjoy going to the grocery store and/or planning meals. As a solution, HelloFresh offers easy-to-make meals, complete with step-by-step directions, delivered straight to their customers’ doorstep.

psychographic marketing HelloFresh

What the page does well:

What could be A/B tested:

2. Orangetheory Fitness

This Orangetheory Fitness landing page is meant to speak to those parents (or any adults, really) who are trying to get back into a fall routine. Whether their kids are going “back to school,” or they’re headed “back to work,” Orangetheory Fitness can help them get “back into shape” as well.

psychographic marketing Orange Theory Fitness

What the page does well:

What could be A/B tested:

3. Outskirts Press

This landing page was designed specifically for authors looking to get their work published. Outskirts Press makes it clear that they understand the struggle to find a fair, suitable publisher, and they express that the best way to overcome this struggle is to self-publish (with the help of Outskirts Press.)

psychographic marketing Outskirts Press

What the page does well:

What could be A/B tested:

4. Ashford University

Ashford University implements psychographic marketing on this landing page to target parents who want to earn a degree, but may not be able to attend school because of other responsibilities (like children). This is evident primarily through the page’s main image and headline.

psychographic marketing Ashford University

What the page does well:

What could be A/B tested:

Boost sales with psychographic marketing

Whether you’re looking to generate more guide downloads, or hoping to increase product sales, your goals can be better achieved with psychographic marketing. While using demographics is useful, pairing demographics with psychographics is necessary.

Start building your landing pages with psychographic targeting like the brands above did. With Instapage, you’ll have access to 100+ fully customizable templates and a robust set of features that can help you lower your cost of customer acquisition.

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