4 Ways to Make Landing Pages that Convert
Do you ever lose sleep at night wondering what’s the secret recipe for a high converting landing page? If your answer’s yes then you’ve come to just the right place. Here’s how to solve your conversion rate problems and at the same time your get rid of those dark pouches from eyes.
There’s no doubt that there’s a tried and tested way of putting together your landing page with the traditional elements of headlines, body text, links, testimonials, call to action and the various other aspects, and, to be honest, there’s no substitute to that approach.
However, even with the perfect combination of the basic tenets of landing pages, you often don’t yield the result you’re looking for.
Well, no, don’t worry, it isn’t your fault. You’re probably not making any mistakes.
It’s just that there’s one element out there that is quite hard to maintain. I’m not talking about any tool that you need to get, it’s the most precious thing to your business — the human brain.
Here’s why all your hard work may actually be going down the drain:
“We have an unconscious mind and, superimposed upon it, a conscious brain” — Leonard Mlodinow.
And this is why there is no unitary thing called “my brain” or “my mind” calling the shots and you have such a hard time trying to convince people that you’ve got the best deal around here.
There is always hope
But fear not my friends — There is always hope!
Contrary to popular belief the human mind is not as smart as it tries to pose as. In fact, Daniel Kahneman paved the way for behavioral economics and earned himself a Nobel Prize for arriving at the fact that the human mind left on its own cannot conjure a decision, it requires supporting data to come to a conclusion.
Cognitive Biased & Perception
And it is this scenario that you have to take advantage of. The human mind is cognitively biased and this is what misleads consumers all the time.
Cognitive bias is when people allow their surrounding factors, opinion, or circumstances to influence them to take a decision that they believe is logical, but it is, in fact, a quite irrational. While there are several types of cognitive bias that we could be reaping benefits from, I’ve handpicked some of the best deals just for you.
The Anchoring Effect.
Also known as Focalism is one of the most widely made cognitive biases by people and this is grievously funny because it is actually quite ridiculous. The human brain seems to quit all rationality when two prices are shown consecutively.
Research shows that when shown two prices, the first one higher than the second, people will flock to the shelves irrespective of whether the price was actually reasonable or not. This happens because people do not have an inbuilt sense of how much a service or good inherent costs, and so they use whatever standard they have been shown.
This is why all you have to do is present two or more numbers in a decreasing order on your landing page so as to ‘trick’ if I may say, your consumers into believing that what you have been a reasonable deal.
Look at the following picture. This is perhaps one of the best ways to set your landing page with prices that are gradually decreasing leading up to a free offer. The Ad Hoc deal may not be the best deal, but when put up against towering prices of Ad Infinitum and Carpe Diem, it seems reasonable.
How to present pricing
When using the Anchoring Effect, make sure you always put the higher price on the left side of the screen because that’s the direction we read from. You will want your customers to first see the higher price than the lower price.
So when they come to the second or latter prices they will think “Well, this is cheaper than the previous one” as opposed t a listing that has increasing prices which will lead them to think “The prices here are increasing”.
Also, if you do have that many offers to make, as the one shown in the picture above, you don’t have to fear being caught for charging prices that are slightly high.
This is because of a simple reason: The Paradox of Choices. People are left feeling overwhelmed and they either over think or they don’t think at all and rely on their vision to make the choice.
The hypothetical of choice
Always use the number 9 at the end of your prices for they yield an unbelievable 24% increase in sales simply because the price seems cheaper.
The explanation, here again, is that since the English writing reads from the left-hand side, people tend to value a number first based on the digit on the extreme left. So $ 499 dollars seem cheaper than $500 dollar at a glance. Even goods priced at $39 dollars sell better than those priced at $34.
how kindle set their pricing
The 0.99 deal has everyone trapped…or do they?
A new research is said to have found out that consumers are no longer fooled by the .9 denomination since it is a hassle to pay or tip in changes. However, I believe that this is not to bother you because this research was done in the light of grocery store shoppers and not internet marketing.
You have nothing to be worried about. Once the credit card numbers are pinged, you can leave them their change.
The Decoy Effect.
In order to put this cognitive bias in gear, you will have to whip up an extra option of your service or goods.
To be precise, it has to be an option that you are okay with if it doesn’t sell. This is because the objective, in this case, is to simply set up a highly priced comparison for your customers so that they opt for the one that you aim to sell.
People will obviously want to compare the deals at hand, but rest assured that the presence of a third, the higher option will make them change their mind.
When there are only two options, people tend to lean towards the cheaper option for obvious reasons. But when you add the third option, or the ‘decoy’ you allow them to think that they are making a choice.
Strategically place the decoy between the cheaper and the expensive prices making the price at the centre seem reasonable — not too little, not too much either.
It is just like in this picture. Your user might think “This diamond is actually quite small, and on the other hand, this is outrageously big [read expensive] and so I think this one is just right!”
Had there been just two, you customer might have left with the smaller one, even though both you and he could have been slightly less happy.
You could also add a service or good extra to the priciest offer you have got so that when choosing between the decoy and another option, your user may opt for the highest bid.
The next picture is probably the best picture to explain how this deal works.
Which one of these packets will you choose?
If you have chosen the large packet, then you yourself, have fallen for the decoy effect. 74% customers went for the large packet seeing how more popcorn is offered for only an additional $0.5.
Contrast this to a scenario where you have only the large packet for $7 and the small one for $3. 87% of the people would opt for the smaller one. Now that is a massive difference.
Now that you have gotten a hang of this cognitive bias, let’s move on.
The Contrast Effect. In order to put this fallacy to work, you need a dab of creativity and innovation. Basically, present your product or service with a twist.
Your product could be really good, but there could tens of the same kind of product from the different brand.
What do you do then?
Offering varied prices, or a decoy as shown in the previous bias, in that case, may not work. In that case, all you have to do is create content about your product that will stand out from the rest. Simple, right?
It’s just like the picture above, where the two light blue circles are shown with respect to different circles, where to let’s assume the circles in the outer ring as being your competitors.
This picture was taken during a campaign for a tattoo concealer by Dermablend. While every concealer works the same way, the fact that this brand has picked the person with the most tattoos gives them an edge over the other competitors.
Consumers will be left wondering if other brands will be able to pull off the same stunt.
In fact, it does not matter what they think because Dermablend has already taken advantage of this one-time stunt.
You will have to pick on a similar tactic to give your eggs an edge over the others.
There are several cognitive biases out there, but don’t go running after them for you sure will be miss leading.
The Anchoring Effect, the magic of Nine, the Decoy Effect and Contrast Effect are sure to turn your visitors into converts if you follow the instructions well!
It is best to hone any of these biases depending on a target that you should have fixed beforehand with regards to your business target.
And of course, if you’re not feeling the vibe, then you can always conduct a test before you launch. Best of luck!
If you’ve tried these hacks then let me know, by leaving a comment below…
Originally published at blog.zestapps.com on June 29, 2015.