Create Emotionally Engaging Landing Pages in 3 Easy Steps
We internet marketers keep a stock by landing pages because the perfect combination could mean a jackpot for us.
This blog post is for those of you who are targeting to convert your visitors by polishing your landing page.
You probably have already made use of some automated landing page generating tool to create the standard sleek page, but there’s one thing that these automated generators don’t offer, and that’s connectivity on a human level.
The reason you ought to do so is because all human decisions are influenced by emotions as you will see as this blog unravels. Read on to learn more.
In an attempt to look professional you get a page devoid of pictures, with dark yet bold colours that define class and finesse, yet lack the interpersonal service that you are probably promising to offer.
Why should your visitors believe you in that case?
After all, you are appealing to people with emotions and feelings, and often this is a better approach:
In order to make it about the visitors that arrive at your landing page, you have to make eye-contact with them per say. Well, since that’s not possible in reality, what you have to do is place models on your page that do it for you.
It has been shown that instead of having a generic icon, a person’s face earns trust and reliability and, therefore, a significant 48% higher conversion rate.
Even when placing a human model you can further fine-tune other aspects of the picture depending on what you want to achieve.
If for instance you are selling a service for which you could be the face of your business. For instance blogger, Neil Patel poses on his page, looking you straight in the eyes in an attempt to break the ice.
Looking in the eye in a sign of confidence and who doesn’t like confident people? Especially when they’ve come to you looking for a solution.
While there are certain things that can be bought and sold without much effort there are certain things that are a once in a lifetime proposition for some people. A wedding dress for example.
Look at the two screenshots below from Allure Bridals.
In both the pictures, we have one model looking straight at us. Let’s deal with them one at a time.
In this first picture, you have the woman looking at you and the words on the left are meant to accompany her dress: classic and elegant.
Not only is her dress on display, the fact that she is looking at the visitor is her way of confirming the tags given to her dress.
In this next picture the words ‘comfort and style’ are describing the man’s clothes, and again, his posture and stance attests to the fineness of the clothes he’s got on.
Better yet, this landing page has a video on loop that is showing the photo shoot for this page and is showcasing the various accessories that a bride or groom would need to dress up on their special day.
Both the stationary pictures and the Miniclip is a better idea than simply taking pictures of a gown or suit and aligning them is because that way the visitors would get a glimpse of what they might look like in that outfit themselves.
I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel– Maya Angelou
A smart, happy looking model can inspire in your visitor the same feelings making them want to have one of their own. After all, it is the emotion of the person that is driving them to make their purchase decision.
Another reason to use models is so that they can guide your potential customers to the next step, that is guiding them to the call-to-action button or opt-in form.
The models are used as a directional cue either looking at, pointing or, in general, leaning towards the ‘sign-up’ or ‘get my booking’ option.
Similarly, this picture pulls the same stunt. She’s looking directly at the opt-in form which leads the eyes of your visitors that way. Even if the picture seems overbearing at first, wait for it till it works its magic.
Eye-tracking studies show that the direction in which the model is looking at causes the visitor to look at by a greater margin. Apparently it cannot be ignored.
And another study says that apparently the faces of babies and women especially are harder to avoid and can keep visitors glued to the screen for longer.
This picture must have gotten massive converts given that it has both a pretty looking woman and a baby in it. And it has done one over, the woman’s even looking at the opt-in form!
In order to check where your visitors are currently looking you could use the Crazy Egg that helps you with eye tracking.
If the service you are offering is not one that can be displayed then you can always get testimonials or reviews by your customers on your landing page. It helps build trust.
But the question is how do you get your visitors to believe that the reviews are true and not falsely constructed by you?
Make sure that you do get your converts to get back to you with responses. And then use their response along with their full names, addresses and designation, of course with the leave of your customers in order to enhance reliability.
Also, ask the reviewers to be specific about the service or good that they took, and also how it benefitted them. Remember, being specific will help your potential customers to figure out the message better. From the many things that visitors absolutely hate, unnecessary information is one of them.
Accompanying the reviews or testimonials with a picture of the person writing the review helps with building the trust of the readers. That way they know you didn’t just churn something up and post it.
Finally, another way to get your visitors hooked is to get them to feel like they’re missing out on something absolutely great.
Why does this matter you ask?
Well, humans are always influenced by the trend or whatever’s going on around them. They find it extremely difficult to ignore the general direction in which the crowds going and this is called the bandwagon effect of which you have taken your advantage.
It is essential to understand that your visitors are always influenced by peer pressure which will make them decisions that they themselves may not have thought through.
Wonder why all of a sudden a band that would only be worn by those admitted in a hospital has become a leading fashion accessory?
Yes, I’m talking about wristbands and their sudden expansion over the world. It has become a way to opinionate and express oneself. But its popularity, like that of any other fashion accessory, is contagious.
So all you have to do is tell the people coming to your landing page that there are loads of people out there who are already enjoying your goods and services.
There are plenty of ways in which to tell this thing, but the most effective way is what’s trending now: the social media.
Keep the social media buttons of your page and the number of times your content has been shared handy, just like in the picture below, and that’ll act as bait to the rest of the people.
Or you could also keep a side tab that shows a live update of the number of times your being mentioned anywhere on the social media. Of course, you can only do this if you’re actually being discussed.
The social media has been found by research to be the greatest influence on internet consumers and that they find it difficult to ignore the tides tugging at them.
So wrapping up what I’ve been talking about all along is how you could use human models; their postures, eyes and position; real life reviews and the massive presence of the social media into emotionally asking your visitors to join in your business endeavour.
After you’ve read this post and gotten to work, you won’t be far from the day everyone’s talking about you! Cheers!
Originally published at blog.zestapps.com on June 29, 2015.