If you have any experience in marketing, you know that human psychology is a driving force behind winning strategies. This holds true for all sorts of campaigns, from building a successful landing page to tailoring online shopping experiences.
A landing page should drive visitors toward a particular product or offering. Think of it as a bridge between your ads and your website – the thing that helps shoppers cross from point A to point B in your conversion funnel.
As an eCommerce business, you need to make sure your landing page isn’t just aesthetically pleasing and neat. This marketing tool needs to strategically play on human emotions and desires, encouraging viewers to follow through on your call to action (CTA).
At Adella Digital, we’ve learned a thing or two about psychology-driven marketing. Here are some of the most powerful landing page conversion rate optimization (CRO) strategies to employ.
(1) Capitalize on FOMO
The fear of missing out, or FOMO, lives in all of us. It rears its head when everyone else attends a party while you stay home sick or when all the other diners in a restaurant order the special and you don’t.
FOMO marketing capitalizes on this sense of losing an opportunity or being on the outside of a trend. It leverages the scarcity principle to create a sense of urgency, driving people to act quickly before they miss out on the next big thing.
When potential customers are shopping online and encounter an offer available only for a limited time or learn that only a few items remain in stock, they are more likely to take immediate action. This urgency can push visitors to convert faster, reducing the likelihood of procrastination and abandoning the dedicated landing page.
Capitalizing on FOMO in landing pages is highly relevant to eCommerce CRO because it directly impacts decision-making processes. By incorporating landing page elements like countdown timers, limited-time discounts, or low-stock alerts, businesses can create a compelling incentive for visitors to act swiftly.
This strategy doesn’t just increase conversions quickly – it also enhances the overall customer experience by making the offer appear more valuable and exclusive.
As an analogy, consider how an excellent bottle of wine is even more highly regarded if only 100 bottles were harvested in a season. Scarcity equates to value and luxury in many consumers’ eyes.
To summarize, employing FOMO can make your landing page stand out, compelling visitors to prioritize what your eCommerce business has to offer, thereby increasing your landing page conversion rates.
(2) Clearly Display Product Reviews
We might have evolved beyond our cave people days, but humans are still pack animals. We need one another, we intrinsically crave a sense of belonging through socialization.
Furthermore, we seek validation and guidance from those in our communities. This is especially true when shopping online. Admit it: you’ve found yourself knee-deep in Amazon reviews trying to figure out if that facial steamer was actually worth $60.
The more social proof you can offer on your landing page, the better! We’re talking testimonials, user-generated content, feedback from influencers, reviews, and anything to drive sales and conversions to your online store.
Although you don’t want to cram your landing page with too much text, social proof should hold a key spot. These trust signals play right into your other FOMO strategies, and they help visitors realize that your products or services are real, used by people like them, and worth exploring further.
(3) Simplify the Decision
Have you ever heard of a concept called choice paralysis?
When people are overwhelmed by having too many options, they tend to not decide at all. Giving consumers some choices is undoubtedly beneficial, but if you give them too many choices, they may feel anxious and dissatisfied with their final selection.
That’s why, when building effective landing pages, our CRO experts encourage eCommerce businesses to scale back on options and features. Rather than presenting visitors with a myriad of choices and lots of information, pare down your content. This is especially important if most of your target audience is largely using mobile devices with small screens.
By streamlining the user experience and reducing cognitive load, you can guide visitors more efficiently toward taking the desired action. It’s all about encouraging less paralysis and more action (especially action that leads to real conversions).
Focus on clear, concise messaging, minimizing the number of form fields, and presenting a single, prominent call-to-action (CTA). This approach helps to eliminate distractions and focuses the user’s attention on what matters most, cutting down on their decision-making process.
Moreover, simplifying the decision-making process enhances the overall user experience, which is a key factor in CRO. Visitors are more likely to convert when they find the process intuitive and straightforward. Overcomplicating the user journey with excessive options or complex navigation can lead to confusion and abandonment of the landing page.
(4) Embrace Colors
You don’t need to watch Inside Out to understand that colors are associated with emotions and the human experience.
As Very Well Mind said in a recent article, “Color is a powerful communication tool and can be used to signal action, influence mood, and even influence physiological reactions. Certain colors have been associated with physiological changes, including increased blood pressure, increased metabolism, and eyestrain.”
Therefore, embracing colors can be a powerful CRO optimization strategy. Different hues can evoke specific feelings and reactions, which can be utilized to guide user behavior and enhance the effectiveness of your landing page.
For instance, red can create a sense of urgency and excitement, making it ideal for landing page call-to-action buttons where you want to prompt immediate action. Conversely, blue is often associated with trust and calmness, making it suitable for landing page backgrounds or headings where you want to establish credibility and reliability.
By understanding and applying the psychological impacts of different colors, you can also design landing pages that resonate more deeply with your audience.
As an example, think about how green is often used on landing pages for businesses involved in sustainability, growth, or peace. Orange tends to signify enthusiasm and engagement, which is why you’ll find it on many gym and digital marketing sites.
The bottom line: colors can subconsciously influence visitors to take desired actions, so put some real thought into the schemes you use. Test different color schemes to see what works for various elements and which shades generate the highest click-through rates.
(5) Focus on Benefits, Not Features
Lastly, we want to touch on a mistake we’ve seen many brands make: talking more about the features of their product or service than they do about the benefits.
When potential customers visit a landing page, they are primarily concerned with how a product or service will solve their problems or improve their lives. Your landing page message shouldn’t just include long lists of bells and whistles – it needs to directly highlight consumers’ needs and desires and how you’re meeting them.
Benefits resonate on an emotional level, creating a stronger connection with old and new customers. By clearly communicating the positive outcomes users can expect, you increase the likelihood of landing page conversions because paying customers can easily visualize the tangible improvements they will experience.
Focusing on benefits also makes your landing page more digestible and actionable, reducing cognitive load and enabling your target audience to make quicker decisions.
For instance, instead of listing the megapixels of a camera, describing how it allows users to capture stunning, high-quality photos instantly conveys its value. This approach not only enhances user understanding but also creates a more persuasive landing page narrative that can increase conversions.
Final Thoughts on Optimizing Landing Pages
We don’t have to have degrees in psychology to tell you that human emotion plays a huge role in the success of your eCommerce business. Whether you’re in B2B or B2C sales, you’re selling to people. That means you need people-oriented eCommerce CRO strategies.
As you cultivate your own website and build landing pages, think heavily about how you’re connecting with viewers emotionally and logically. A great landing page doesn’t just sell – it taps into something much deeper in every visitor.
Want to Learn More About Psychology in CRO? We’re Your Team.
If you’re looking to design a well-optimized landing page for your eCommerce company, let’s talk about boosting conversion rates.
Adella Digital is an award-winning female-founded agency, and we know precisely how to connect with your target audience. Whether your goal is to generate more online sales or increase your landing page views, our CRO specialists are here to help.
Reach out today to schedule a landing page consultation. We’ll discuss your needs and recommend the best CRO strategy for your goals.