How Does Psychology Affect the Design of Your Landing Page?
Have you ever wondered why some landing pages have high conversion rates and others have almost no traffic? What separates high converting landing pages from low-performing ones may not be complex design secrets. It could be a matter of psychology.
If you're concerned with conversion rate optimization, it may be a good idea to consider the subtle signals your landing pages send to visitors.
Here are some considerations for the psychological aspects of your Landing Page:
1. Less is More
Ultimately, you don't need to over-think your and weigh it down with too many design elements.
According to a 2012 study from Google, users think simpler sites are more visually appealing than complicated ones. It isn't just about what's on the page. White space can call attention to the most important parts of the landing page.
There are two psychological reasons why simple is better, Search Engine Journal reported:
- Cognitive fluency: People are able to make strong associations with certain colors because the brain establishes cognitive fluency. It's easier to quickly process information on a landing page that acts as a prototype because it's familiar. Cognitive fluency occurs when you're exposed to something similar repeatedly. The brain tends to prefer the familiar. Many landing pages share the same elements, and stepping outside of this can confuse users and lead to lower conversion rates.
- Visual information processing: To evoke cognitive fluency in your visitors, your landing page needs to be easy to process visually. The article cited a study from Harvard, which revealed different demographics have varied opinions on aesthetically appealing Landing Page design, but one factor remained the same: The more visually complicated a Landing Page was, the less people found it visually appealing. A simpler layout allows you to impress a wider audience instead of one specific demographic.
Why is simple so much easier to process? It comes down to the science of how the eye transmits information to the brain. The retina transforms visual information into electrical impulses and sends them to the brain, which translates them to perceptions of colors and light.
If there are more color and light variations on a landing page, the eyes have to work harder to turn it into impulses. The brain also has to work harder to process this information and store it in the short-term memory.
Without even realizing it, conflicting elements on your page can cause visitors to reject your page.
Every part of a Landing Page sends a signal to viewers, so it's important to understand the basic psychology that goes into Landing Page design.
The real trick to conversion rate optimization is communicating the most information with the smallest number of elements.
2. Don't Make People Work Too Hard to Understand Your Landing Pages
Visitors shouldn't have to play a guessing game on your landing page. It should be immediately obvious that they are on a landing page, according to Marketing Land.
People should be able to quickly to determine the purpose of the page and the offer.
You need to quickly communicate the benefits and have a specific call to action. Going back to the idea of visual cues, you can use design elements to point visitors in the right direction.
- Make headlines bold.
- Call attention to the most important points in the text.
- Make sure the headline contains strong, clear language.
Most importantly, you need to use your pages to create curiosity so users want to take the next step.
People click on a call to action because they have a desire to learn more or purchase something. This action is motivated by desire, and people are curious about what happens when they follow the CTA.
To maximize CRO, you need to provide enough information to compel visitors to click on the CTA without giving away too much. Tell them the nature of the offer, but don't go into more detail.
Your landing page needs to speak to customers' emotions. Use the copy to remind visitors of their specific pain points. This will make them want to find a solution to this issue.
The most effective landing pages remind visitors that this pain point exists and offer a solution.
You don't want to focus too much on how consuming the problem is because it can be a source of anxiety, which harms conversion rates.
3. Minimize Anxiety
Anyone with a basic knowledge of psychology understands anxiety is meant to be avoided. In Landing Page design, anxiety emerges when an element in the conversion process causes a visitor to pause in concern, a MarketingSherpa webinar revealed.
Anxiety won't make customers rush to the call to action any faster. In fact, this can be as harmful as friction, which is when readability issues on the page interrupt the flow to the CTA.
If you want to maximize conversion rate, you need to minimize anxiety.
Anxiety can come from the layout of the page, a conflicting color scheme or too much text. Anything that interferes with the user's experience can be a source of stress.
However, this Landing Page design problem is tricky to understand because approaching it rationally isn't always the best course of action.
Although anxiety can arise from glaring issues in the design and layout of your page, it often stems from less rational elements.
Specificity is a great way to combat anxiety. Leaving room for ambiguity can stress visitors out and cause them not to convert. You need to consider the message you want the landing page to convey and include some elements that send this message.
For example, if you want to highlight the quality of your product, include a satisfaction guarantee. If you want to portray a sense of reliability, utilize customer testimonials.
However, these features need to be placed near elements on the page that have the potential to provoke anxiety.
All the aspects of your landing pages interact with each other and send a different message to visitors.
You need to have understand what subtle signals your pages may be conveying to improve CRO.
What other elements of psychology go into effective Landing Page design?