ECom Psychology Hacks To Landing Page Conversion
Landing pages are essential for creating the first impression and generating highly targeted leads. But creating a simple offer page is not enough for a successful lead generation campaign.
Landing page design is much more than just making your pages look pretty and easy to navigate. You need to master human Psychology - notice what makes visitors take action and what causes them to abandon your page.
To win your visitor, you must have a basic understanding of landing page psychology - if done correctly, results in winning conversion; if not, you might lose your prospect forever.
According to Unbounce, the average conversion rate on eCom business landing pages is 4.02%.
But you can increase that number to 8% or even 11%. You might be thinking, I am joking. Let's take a look at the WishPound conversion rate;
WishPound have increased their conversion rate by 14.6% by a single change of their CTA button color - from yellow to green.
The logic is here,
The problem of most marketers is they are too rational and logical. While planning to design a landing page, you rely on well-considered evaluations rather than emotions.
But, in reality, when visitors visit your page - they will connect themselves with your brand emotionally to make a purchase decision. Dozen of psychological factors influence their buying decision.
Today I will discuss the psychology hacks to sky-high the conversion of your landing page.
Let's dig deep!
ECom Psychology Hacks To Landing Page Conversion
#1 - Landing Page Color Scheme
Colors play a vital role in grabbing user attention. Each color holds separate emotional stress and psychological properties. Making use of colorful emotions will help you influence your visitors' decision-making.
The fact is we are 90% visual beings, and that is the reason why colors matter so much.
If you look at Kissmetrics color infographics, it clearly states BLUE as a favorite color of both genders. But that doesn't mean you paint everything blue. Although it's their favorite color still, test your colors and see what's working and what's not for your defined audience. Notice what color make them click and tailor your design accordingly.
While choosing colors for your landing page, keep contrast in mind. It's crucial to make one color stands apart from another on your landing page.
High contrast is more readable and helps you highlight valuable content on your landing page. But if you make everything bright and high contrast, it will hurt viewers' eyes.
This is the reason that most designers go for low contrast because it makes a landing page look beautiful. For making it more reading-friendly, you need to find the balance for optimal clarity.
Pro Tip: The right color-contrast ratio for your website - is less than 5:1
#2 Write A Compelling Headline
To grab visitors' attention and keep them engaged on your page, you need a compelling headline. While creating a compelling headline for your landing page - speak directly about the benefits of your product. Tell your visitors how your product/service fulfills their essential needs.
According to research, more than 90% of visitors who read headlines also read sales copy.
Here are thing you need to keep in mind while creating a landing page headling
- It should be bold and clear
- It promises what your landing page is about
- Keep it short - not more than 15 words
- Create a supporting offer that can further explain your main heading
#3 Create an Action cycle
About 96% of visitors landed on your landing page are not ready to buy.
That's a pretty huge number.
The key lies in understanding your visitors - see where they came from, which product or service they are interested in, and at what stage of the action cycle they're in. When you have all this data, only then can you push your customer for the conversion in the most effective way.
Here is a complete action cycle you visitors usually follow;
Look and decide at what level your visitor lies in and where they have come from.
Remember, not everyone has the same level, so make sure you see each visitor as a separate entity.
Knowing what your visitors need allows you to address where they are in the action cycle.
#4 Create A Winning Call To Action
It's essential to have a compelling CTA - powerful enough to convince the visitor to click.
Keep CTA shout but convincing. Try to use powerful sentences like "Give Me Free Ebook", "Claim Your Free Trial", "Save My Seat", etc.
Here are some useful tips you must keep in mind while creating a CTA;
Start your CTA with words like Shop, Order, Claim, etc. for eCommerce stores.
Use words that stir emotions like, "Fill Your Adventure Diaries With Us."
Use a contrast color for your CTA button - this will help your CTA button to stand out.
#5 Utilize The Power Of Visuals
Online shoppers are 80% more likely to read your content and buy from you if you present it with visuals and videos. This is because of the fact - human brain process visuals six times faster than text.
Images have the power to affect a person's mood and help you improve the unique ownership of the product. So, you need to choose them carefully if you want to give visitors a sense of your brand.
I would recommend, use real images instead of using stock images. As those are the images you own. With your own set of collections, you can better influence your customers.
Your landing page is a proven powerful weapon for lead generation and conversion rate optimization. For it to work, you need to understand the psychology of decision-making.
We have discussed a few basic psychology measures to take while creating a landing page that converts. If you think these measures will give you overnight success, its a misconception.
You need to go an extra mile, track your data, and do landing page A/B testing. A/B testing is the way to create multiple versions of your landing page to see which version has a better success rate.
Have you had success implementing any of these landing page psychology? Let me know in the comments below!