If youLanding Page Design is not written with consumer psychology in mind, you will never truly reach your clients.
You need to plan out your attack strategically, keeping in mind the mental cues that you are concentrating your prospects attention towards.
Start off strong
The first thing that people will read on your landing page is you header. This is where you state your strongest selling point. Many landing page designs also feature a secondary header, smaller in width, directly below the initial introduction.
This will keep your Introduction short and sweet, they will be intrigued and shall continue to read your secondary header, which will give them some information on what interested them in the introduction.
List not just the features, list the benefits
How are they separate?
Feature simply give an idea of what the product does, but do not exactly explain what this means in relation to the consumer, and why they could use such functions. Benefits are what put your products usefulness into context.
Once you have grabbed their attention with your unique selling proposition, you need to give them something that answers the question, “what’s in it for me?”. This is where your bullets come in which give them reasons why they need the product.
The way these are formatted are just like your introduction. Keep them as quick as possible, but make sure that they are clear and understandable. Try to keep the amount of time that it takes for them to scan through to a minimum. The faster they read and understand these points, the better they sound.
Graphics
Your graphics aren’t just pictures that “look nice”, at least they shouldn’t be. Graphic should always represent your products benefits. The right pictures are just as effective as your bullets.
Did you know that advertisements with 4 or more colors are more effective than those with less. This is also applicable to your landing page design, since they are in essence a more powerful version of an advertisement.
Make them imagine
Your landing page design needs to have everything that the reader needs to visualize its uses in their own lives. According to consumer psychology, the first use of a product happens in the consumers imagination.
In order to do this effectively, you need to help them imagine as best as you possibly can, how easy their life will be with your product. Do this by utilizing pictures, a well designed squeeze video, and descriptive text. Careful not to sacrifice practicality when doing this.
You’ve got them interested, now put your money where you mouth is.
It is now the time to show them how much people like your product or service. This is usually done by testimonials, dropping company names and logo’s, etc. One thing to remember is that you do not want to overpower your landing page design’s usp’s with these. Make it clear whats more important. Your selling points, the validation is just icing on the cake so don’t get carried away.
Use only hand picked validations, if it does not make it sound absolutely amazing, don’t put it up. The credit you receive will be a middle ground between the consumers skepticism, and the strength of your validation. Aim high to score high, there is no room for second rate references.
Last stand:
You tried and failed, what now?
In the case that you don’t succeed in the first attempt, it is a good idea to feature something that will give the prospect a chance to return to your webpage. For example, ask them to follow you on twitter, Facebook or any other social network. Offer them something in exchange for their email if that is not already the purpose of your landing page design. This will keep you noted in their books should they decide to rethink your proposition.
Only be strategically following the step above will your landing page design be successful.
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