How to write a great landing page using the psychology of persuasion ?

With a great landing page, making money online can become nothing more than simple maths. A landing page is the last part of your marketing strategy when you sell a product or service online – it’s the page that you want people to land on when they come to your site via advertising and it’s where you’ll be selling your product or service. This is the last chance you have to convince visitors to not just find out about your business, but to actually make a purchase of some kind. It’s where you will convert a set proportion of your visitors into buyers, and that of course is the most important part of the whole process.

If you’re unsure what a landing page looks like, then chances are you’ll seen one at some point or other without realising it. Often these are the long narrow pages that are filled with content telling you how great an e-book or another product is; usually detailing someone’s personal rags-to-riches or flab-to-muscle story, and always giving you plenty of opportunities to BUY NOW.

You might have looked at these in the past and shaken your head at how gauche and obvious they seem, but the fact of the matter is that they work and there’s a lot here for any marketer to learn – particularly with regards to the psychology of persuasion. Even if your landing page doesn’t end up looking like one of these, you will nevertheless have some kind of page that’s designed to catch traffic and convert it into sales and that’s your landing page. Here are some of the landing page tips and tricks that can make predicting your profit as simple as working out ‘x’ percentage of your visitors…

Why the Long Narrow Thing?

When you land on one of those stereotypical landing pages you’ll almost always find they consist of long narrow passages of text that force you to scroll down and down the page. There’s a reason for this. Not only does it take you away from the top of the page where you might hit ‘back’ or ‘menu’, but it also means you’re physically investing in the text – your natural urge will be to buy something after you’ve ‘scrolled all that way’ and this means that the more you read, the less you’ll want to just leave and waste your time.

Headings

As with any good article, it’s important here to use lots of headings. This breaks up the text and grabs attention, and that will help to make people more curious to read on and to see what’s next. Make your first heading instantly eye catching and instantly informative regarding what your product or service can do for them.

As you read a piece of persuasive technique, you will automatically be critiquing it in the back of your mind and coming up with counter arguments and concerns. You might think ‘sure, I’ve heard this all before’ or you might think ‘yeah but I just don’t have time’. The best way to deal with this is to overtly acknowledge the concern and then respond to it. So in other words say: ‘Don’t have much time? Don’t worry – unlike other programs our package only takes a few minutes a day to get the results you’re after’. You want them to be reading the whole time and thinking ‘that’s exactly what I was worried about’ or ‘I can really associate with that’.

‘Got Ten Minutes? At Last, A Simple Jargon-Free Guide to How to Generate Passive Income Online’

Personal

Studies have found that charity appeals are far more successful when they focus on one individual who is struggling with poverty for instance than when they list statistics. The same goes for stories of success – if you want to make your product sound brilliant then a testimonial from one person will be much more effective than a statistics like ‘9/10 People Loved Our Product’. The first seems more relevant, more relatable and more valid. Likewise you should address your audience personally if you want to get their attention. Rhetorical questions are also good for this. ‘YOU! Do You Love Photography?’

Urgency

Most of our purchases are based very much on emotional factors. The ‘I want’ or ‘I need’ that factor if you will. This means that you don’t want them to ‘go away and think about it’ because that will be a much more reasonable decision where they’ll focus on the money lost.

Further studies have shown that charity boxes are most effective when coloured red because the colour conveys urgency, and of course ‘half price deals’ can also help encourage a snap decision – which will often go in your favour.

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Today’s guest post is courtesy Jimmy Trott a leading web developer. According to him a landing page goes a long way in improving traffic to one’s website. When he’s not working, he spends most of his time writing articles on variety of topics.