Landing pages are the inspiration of any digital marketing campaign. To boost desired conversions from landing pages, brands must understand and leverage the psychology behind user behaviour to adapt their design and replica accordingly.
User behaviour is all of the activities an internet site or app visitor performs, similar to where and what they click on, how they scroll through a page, and where they drop off the page to go away.
The article by Solvid will explore landing page psychology and five best practices to leverage user behaviour to create landing pages that convert.
What Is Landing Page Psychology?
Human actions aren’t arbitrary. An entire set of brain and body functions gear us towards the selections we make, each online and in person.
How users behave directly pertains to how their brain and body reply to the landing page content. Landing page psychology involves understanding why humans react in another way to every page and why they do or don’t convert.
Understanding what triggers user behaviour is the important thing to designing a successful landing page. Here are a few of the psychological phenomenons that drive user behaviour, in keeping with Instapage:
- The Deictic Gaze. When we see another person something, our brain acts reflexively and in addition starts that thing.
- The Primacy Effect. When reading an inventory, our brains are hardwired to recollect the primary few things greater than the latter. Additionally, our brain regards things at the highest of the list as more vital.
- The Von Restorff Effect. Customers usually tend to remember things that stand out from the remaining and are different in size, color, and other characteristics.
- Informational Social Influence. Known also as social proof, people adopt the actions of others to adapt to their selections to be liked or accepted.
- Loss Aversion. People are scared to lose something and infrequently value not losing something over actually gaining something.
Can I Leverage User Behaviour To Boost Conversions?
Yes. The best landing pages strategically place persuasive copy, eye-catching visuals, and intuitive call-to-actions (CTAs) to persuade users to convert.
Here are five ways you may collect, analyse, and monitor user behaviour data to boost your landing pages for higher conversion rates:
Identify User Pain Points
Pain points are areas of difficulty or frustration humans experience when using a services or products, significantly impacting their overall experience.
For landing pages, pain points often relate to usability, including page load speeds and the way easy it’s to navigate.
There are several ways to uncover the foundation explanation for user pain points, including:
- Contextual inquiry. Watch users of their natural environment to grasp what affects their experience.
- Interviews. Ask participants questions on their experiences.
- User journey map. Visualise the user’s journey and highlight areas of difficulty and frustration to discover pain points.
Understanding users’ pain points is crucial for improving the user experience and constructing a conversion-oriented landing page that addresses these pain points and highlights the advantages of your offerings.
Segment Your Desired Audience
Not every landing page visitor is identical or wants the identical out of your brand. Some users could also be in your website for the primary time, while others could have been fans of your offerings for some time.
To increase your required conversion, it’s best to segment your users based on their customer journeys and goal them with different landing page campaigns.
For example, a latest visitor could also be willing to enter their email address for a 5% discount on their first order. However, the identical landing page won’t work for a repeat customer already in your mailing list.
A Customer Relationship Management (CRM) tool similar to Zendesk could be a powerful option to segment customer data based on customer journey stages.
Zendesk Sell permits you to view essential customer information and see where your prospects and customers are of their buying journey.
Once you’ve segmented your audience, you should use a landing page builder, like Hostinger’s, to create custom landing pages which might be relevant to the purchasers’ journey and encourage them to convert.
Understand Why Users Bounce
If you might be experiencing increased bounce rates in your landing pages, this could be a significant indicator that something is unsuitable. There could be multiple reasons for increased bounce rates, including:
- Your branding or messaging is inconsistent, so users don’t recognise or trust your brand.
- A nasty user experience brought on by slow loading speeds.
- Your headline or copy is boring.
- You’ve included no engaging elements, similar to a picture or video.
- You’ve included no type of social proof.
- Your web site design is counterintuitive.
- Your visitors didn’t find what they were in search of.
Once you’ve found probably the most probable explanation, you should use A/B testing to substantiate it. A/B testing, also often called split testing, involves comparing two landing page versions to find out which one performs higher.
For example, in case your landing page’s visual elements contribute to the increased bounce rate, you may try A/B testing by various your images or videos.
(*5*)Heatmaps
Navigation monitoring allows you to understand how users navigate your website and discover high and low interaction areas.
The commonest option to track user navigation is with Heatmap tools, similar to Crazy Egg and Hotjar. Heatmap tools assist you to visualise user interaction patterns in your website to offer insights into where they focus their attention.
There are multiple heatmap types:
- Click Heatmaps reveal probably the most clicked and high-traffic areas of your landing page. This will assist you determine where to put CTAs and essential links.
- Scroll Heatmaps display how far users scroll down your landing page, allowing you to discover the perfect page length and position to put your CTAs.
- Move Heatmaps track mouse movements to disclose areas of interest and potential confusion, helping you discover pain points and make landing page improvements.
Understand Traffic Sources
Traffic sources are the inspiration of any marketing funnel. Some require you to spend a bit of your marketing budget, while others are free in case you put within the effort and time.
Most brands have multiple traffic sources for his or her landing pages, including:
- Pay-per-click (PPC) ads
- Email marketing campaigns
- Social media promoting
- Organic traffic from search engine marketing (search engine optimization)
Understanding and specializing in traffic sources that provide a high volume of holiday makers concerned with your offerings helps you improve the standard and quantity of your leads, increasing conversions.
Conclusion
No matter what your required conversion is, collecting, analysing, and consistently monitoring user behaviour should be a frequent task.
Now you recognize the assorted ways to watch user behaviour and higher understand the psychology behind human actions, you may create landing pages that convert.
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