Marketing Psychology of Landing Page Design (1)

The role of the marketing landing page is to promote the conversion of target users. But how to improve the conversion rate requires us to understand the motivation and psychological activities behind the behavior of users browsing the landing page, so as to better formulate marketing strategies.

Marketing psychology is the discipline that applies psychological principles to explain, predict, and influence people's purchasing decisions. In the design of the landing page, cleverly applying the principles of marketing psychology can allow us to better understand the psychological needs of users, and use this to formulate more effective marketing strategies, thereby increasing the conversion rate of the landing page.

This article will analyze the optimization points in landing page design from the perspective of marketing psychology, including how to attract users' attention, how to build users' trust, how to use color, typography and other elements to stimulate users' emotional needs, etc., so that everyone Find the corresponding optimization points when designing the landing page to better complete the production of the landing page.

 

1. The decision-making mechanism of the brain vs user conversion design

The human brain is complex. Friends who have read "Thinking, Fast and Slow" should be familiar with the following statement: When our brain is thinking, there are two systems, System 1 and System 2.

System 1 is a fast, automatic mode of thinking that is based on intuition, experience, and pattern recognition, often automatically and without thinking.

System 2 is a slow, conscious mode of thinking that is based on analysis, reasoning, and logic and requires more cognitive effort and attention.

In most situations, people tend to use System 1 thinking because it is a faster, less-effort way for many tasks and decisions in everyday life.

The core goal of the marketing landing page is to guide users to complete conversion actions, such as purchasing, retaining investment, downloading, etc. Before users make this action, there will be a series of decision-making processes. Every time a decision needs to be made, some users will be lost.

Therefore, when designing the presentation and guidance process of the marketing page, we must grasp a core principle: when guiding users to make decisions, fully mobilize the user's system 1 and let them make quick decisions so as to improve the final conversion rate, that is, as much as possible Reduce the decision-making process for users.

2. Visual Habits vs Page Design

In today's age of information overload, attention has become a scarce resource. As an important part of the human cognitive process, marketing psychology has also deeply studied the role and operation mechanism of attention. In marketing, attracting users' attention is very important, because only when users notice the marketing information, can there be conversion behaviors.

In landing page design, you can use visual design to attract users' attention. Before that, we need to understand some common visual habits of users:

• Golden section: People's visual habits tend to like the design of the golden section ratio, that is, an object or picture is divided into two parts with a ratio of 1:1.618. When users browse the landing page, their eyes will fall on the upper middle of the screen, so the important information to be displayed should be placed in the first 1/3 of the screen.

 

• Z-scanning mode: When people view visual designs such as web pages or posters, they usually scan in a "Z" shape, that is, start from the upper left corner and scan along the upper right, lower left, and lower right directions. Therefore, the design of the visual hierarchy should fit the user's browsing mode.

• Emotional effect of color: People's vision will have different emotional effects on different colors, mainly including the warm and cold colors and the excitement and tranquility of colors. The warmth and coldness of color is formed by the psychological reaction and association after the human senses are stimulated by the color. The excitement and tranquility of color depends on the strength of visual stimulation, which is related to hue, lightness and purity, among which the role of purity is the most obvious.

• Standard Visual Angle: People’s standard visual angle is inclined with a little bit of overlooking. When your design is presented at this angle, it is easier to be recognized and remembered. For example, we see cups from different angles in our daily life, but the first image in our mind is generally the image under the standard perspective.

When marketers understand users' visual habits, they can more accurately predict their behavior and reactions when viewing landing pages. This can better choose the appropriate color, layout, font and typography when designing the landing page to improve the effect of the landing page.

3. FABE marketing rules vs marketing information presentation

The FABE marketing rule is a basic rule for marketing design, which is composed of Feature, Advantage, Benefit and Evidence. The evidence starts from four aspects, highlights the selling points of the product, and makes it easier for consumers to accept and purchase the product.

When designing a landing page, FABE marketing rules can be used to organize and present information, making it easier for audiences to understand and accept the displayed product or service:

• Features: On the landing page, the description of product features can be used to attract users' attention. The characteristics of the product can be displayed through visual effects, text, charts, etc., so that users can understand and be more interested.

• Advantage (Advantage): The advantage of a product refers to the advantages and characteristics compared with other products. In the landing page design, the advantages of the product can be highlighted, such as through the layout, font, color, etc. of the page to emphasize the advantages of the product, making it easier for the audience to accept and understand.

• Benefit (Benefit): The benefit of a product refers to the benefits and benefits that can be brought about by using the product. In the design of the landing page, the benefits of the product can be highlighted, such as through user cases, customer evaluations, etc. to show the benefits and benefits of the product after use, making it easier for the audience to accept and purchase.

• Evidence: Evidence refers to the information provided on the landing page to support the product or service, such as relevant data, customer evaluations, honorary certificates, etc. These evidences can enhance users' trust in the product and purchase intention, thereby increasing the conversion rate of the landing page.

Using the profit promotion logic of the FABE marketing rule, design the layout structure of the landing page, guide users to understand the product step by step, dispel their worries, enhance their sense of trust, and increase the transaction rate of the product.

There are still many marketing psychology/principles that can be applied to marketing landing page design. This article is just the tip of the iceberg. In the future, we will communicate with you through a series of articles on how to use some classic marketing theories to guide us and design more The "attractive" marketing page maximizes the conversion rate of the page.