How to Incorporate Users’ Needs Into Your Landing Pages
Psychology and marketing intersect more than you may think. Being able to identify customers' wants and needs helps you design compelling landing pages that are built for conversion.
You need to understand your particular target audience to create effective landing pages.
What Makes Your Customers Happy?
People frequently make choices best on what will make them happy. How will your products give them a sense of pleasure? Incorporating second person pronouns like "you" makes your landing page feel more personal, which helps appeal to customers.
Upbeat copy sends a positive message to readers. It's also a good idea to be as concise and unambiguous as possible. An easy understanding of your product or service prevents people from having to perform detective work to uncover your message.
In addition, people feel happy when others are satisfied, and value others' opinions. Featuring testimonials on your landing page from satisfied customers increases this sense of social proof.
Website visitors want to know other customers had a great experience with your company.
What do Your Customers Fear?
Happiness is important in landing page design, but you also need to know what your customers' pain points are. People will seek what makes them happy, especially when it helps them avoid pain.
Although it seems relatively straightforward, understanding this concept and knowing what your target audience wants to avoid helps you design more effective landing pages.
You can remind customers of these problems and suggest a solution.
For example, Bills.com has a landing page with a drop down menu that asks visitors to tell how much they owe. Finances can be a stressful area for many people, and rather than continuing to dance around the issue, Bills.com faces it head on.
The solution is debt relief. Customers want to avoid owing more money, and this landing page points them toward the solution.
Understanding the Psychology of Spending
Price points are nearly a branch of psychological study. Depending on the product, people will be willing to pay only a certain amount. According to Psych Central, this is called the anchoring effect, and it describes the cognitive bias people have when making decisions.
Consumers tend to latch onto the first piece of information.
If the first thing consumers see is the cost and your price point is set too high or low, you may lose the sale.
However, you can use pricing to your advantage, especially on product pages. You need to establish the value of the product in customers' minds. Setting a higher price makes your product seem more like a luxury item.
Another way this may work to your advantage is listing a higher price and then showing a discount. The perceived price serves as the anchor point, so website visitors both view the item as high quality and think they are getting a deal.
For services, you can create different levels with staggered prices that list the varied options for each plan.
The Hierarchy of Needs
Not all needs are created equal. Understanding customers' priorities allows you to structure your landing page in a more effective way.
Physiological needs always come first, but many companies have found ways to present basic necessities in unique, refreshing ways. Safety come next, although you need to present this concern in a way that doesn't incite fear.
Building trust throughout your page helps you make strong connections with prospects. They will feel like you understand their needs, making them more likely to do business with you.
How do you build psychological concepts into your landing pages?