4 Copywriting Tricks In Landing Page Psychology
If you’re a marketer or business owner, you probably wish there was a magic formula to capture all the leads that visit your landing page. I have good news and bad news for you.
The bad news: There’s no such thing as magic (when it comes to marketing, at least).
The good news: There are tried and tested ways of maximising your lead capture – you just have to know a bit of consumer psychology.
What Is Consumer Psychology?
Consumer psychology is all about making sense of why and how people respond to particular marketing messages. If we know what drives consumer behaviour, we’ll be able to answer these kinds of questions when we build our landing pages:
- How much information should there be on the above-the-fold area of a landing page?
- What sort of headline should I have on my landing page?
- What should my CTA be?
- Why aren’t my site visitors converting?
To answer these questions, let’s take a look at 4 powerful types of triggers in copywriting that can prompt your customer to stay longer and fill up that form!
The 4 Powerful Triggers
The headline of your landing page is the first thing your customers see, so you’ll want a headline that grabs their attention in a second. People currently have short attention spans: the average attention span of a human being is 8 seconds, which is 1 second less than a goldfish. Be boring and risk losing the attention of your customers – interesting stuff is just a click away!
Don’t just grab their attention, though; you’ll also need to distill your Unique Selling Point (USP) into a short sentence that conveys it clearly and creatively. For example, the headline on Fabuloxo’s landing page showcases their foldable flats’ USP in a memorable way:
Customers visiting this landing page would see the product (foldable shoes), its features (“Anti-Slip Soles”) and benefits (“Carry Comfort And Style Everywhere”) at a glance.
Immediately after catching the viewers’ attention, the headline segues neatly into a high contrast yellow CTA button that reads “Get two $40 Vouchers”. This compact above-the-fold approach to copywriting yielded great results for Fabuloxo – an 18% conversion rate as well as 84.4% of leads who signed up immediately after landing on this page.
Of course, this isn’t the only approach that works. Simply stirring viewers’ curiosity with a hook can make all the difference. Jean Yip’s Cut and Colour promotional landing page had an intriguing headline that didn’t seem like the start of an ad:
The catchy phrase “Life Is Too Short To Have Bad Hair” along with a collage of different hair styles prompted viewers to scroll down as it triggered their curiosity. Even though this headline only offered a hook without mentioning features, benefits or a CTA, it worked so well because the above-the-fold-area looked more like a social feed (e.g. Instagram or Tumblr) than an ad. This landing page tapped upon the consumer habit of scrolling through social feeds, allowing a more subtle marketing message to succeed in this campaign.
Once you’ve captured the attention of your viewer with a great headline, you’ll want to impress upon them a sense of urgency to take action on your landing page. With no sense of urgency, the average customer will simply scroll through a page and bookmark it for later because there’s no hurry to take immediate action. Unfortunately, the likelihood of them forgetting all about your page is high – it’s our 8 second memory, remember?
To make sure your marketing message sticks in their heads, you have to include time-sensitive phrases in your copy. This is because the human brain is wired to view items as more valuable when they are scarce. If your customers knew that your promotion was for a limited time only, or that there were limited amounts of stock for a particular item, they would flag this information as Important and take action immediately.
This landing page for The Star Performing Arts Centre touches on all the right points for a customer who is undecided.
The CTA is “Get Your Complimentary Venue Guide Now”, which combines a freebie with a time-sensitive word (“Now”) to prompt the viewer into taking action to get the free guide. There is also a special 25% promotion for The Star Loft that is “for a limited time only”, prompting potential customers to fill in the contact form so that they can take advantage of this great deal.
Here’s a list of time-sensitive words and phrases that can prompt your customer into taking action:
- Limited Time Only!
- Get ____ Now!
- Only [x number of items] Left!
Don’t overuse them or they will backfire on you – customers will know that you’re just creating scarcity to get them to take action!
Would you rather break a leg or win a free holiday to anywhere in the world? Unless you’re a masochist, you’d rather experience the free holiday than the pain of breaking a limb. The question itself seems ridiculous because it’s obvious that people are hardwired to avoid pain and seek pleasure, or relief from pain.
By reminding people of certain problems (read: pain points) they’re facing and offering a solution, you can help prompt the right customers into taking action. You don’t have to use aggressive and exaggerated copy that makes your customer feel bad. Something as subtle as this approach by sdst works just as well:
The pain point here is having to live with harmful germs. No one likes to fall sick or live in a dirty, grimy environment. What this product landing page does is remind viewers that germs are a hassle to live with, and their product, an anti-bacterial spray that uses nanotechnology, allows for easy and long-lasting protection against illnesses.
Simply by identifying the pain points of your target audience, you will be able to craft copy that addresses these problems and provides relief from them. Not only will your customers benefit from your solution, you’ll also be able to capture more leads and refine your marketing message as you go along.
People follow other people. If you can show that your product/service has already been adopted by others, more and more people will be willing to give it a try. This is known as the bandwagon effect. To leverage upon this psychological phenomenon, you can embed social media tools such as Facebook Page likes, or shares on Twitter and Google+ on your landing page to show first-time visitors that others are already fans of your product/service.
You can also include media mentions and awards given to your product/service along with celebrity endorsements to further increase your credibility.
These 4 copywriting tricks that are grounded in consumer psychology can help you to craft and refine your marketing message and improve your landing page. However, the proof is in the pudding – be sure to test out different approaches and copies so that you can base your improvements on concrete data.
Even better, recall the times when *you* were the consumer. How did you behave? What factors attracted you to a certain product or service?
If you feel that you are spending a lot on advertising but not getting the result you expect, feel free to get in touch with Cartise Consulting for assistance in your website designs and landing pages.
Credit: Rachel Tng