HOW TO INCREASE CONVERSIONS ON THE LANDING PAGE WITH THE PSYCHOLOGY OF DESIRE, PHOTOGRAPHY AND ACCOUNTING

Creating desirable deals on the part of the customer is not an exact science, all you have to do is understand what drives your potential customers. Once you understand what they really want, you’ll have the tools you need to create irresistible offers that your prospects will not be able to pass up.

Here are the psychological principles used by successful companies to generate desire for their products  and describe how you can use them to optimize your landing pages and your marketing campaigns.

 

HOW THE PSYCHOLOGY OF DESIRE WORKS

Understanding the psychology of desire on a theoretical level will help you apply it in practice to your landing pages. In his bookThe Advertising Effect (The effect of advertising) , the psychologist Adam Ferrier explains that desire is composed of two main elements: the individual incentive and social norms.

 

INDIVIDUAL INCENTIVES

At a basic level, human beings are motivated to act either to feel pleasure or avoid pain.

In the context of your marketing campaigns the desire is created when people can see how your product or service can help them feel pleasure or relieve pain.

 

SOCIAL NORMS

All this does not mean that human beings simply look for anything that generates pleasure or relieve pain without thinking about the consequences. We are inherently social beings and we feel motivated to act in the way that we believe will be considered normal.

Because of this, before acting we tend to consider things like:

  • How will I see myself if I behave this way?
  • What are the social norms around this behavior?
  • Do the people I consider influential behave this way?

To create the desire for your products you need to appeal to both the individual incentive and the social norm.

You have to show people how your product or service will reduce pain or increase the pleasure in their lives and you need to confirm that it is perfectly acceptable behavior.

Now that we understand the inner workings of desire better, let’s take a look at how successful companies take advantage of these psychological principles to carry out great marketing campaigns.

 

HOW AIRBNB CREATES DESIRE USING EYE-CATCHING IMAGES

Airbnb, the popular web host family, creates the desire for your service by using beautiful images of your products.

Through the use of photographs taken by professionals that show the properties in perfect condition increase the individual incentive to stay in one of them.

Airbnb pays professional photographers to photograph the holiday properties listed on their website – at no cost to property owners – because they understand the importance of beautiful photographs in creating desire.

This strategy has been a great success for the company. In a presentation for The Lean Startup SXSW , Airbnb underscored the importance of this tactic in its rapid growth towards a valuation of $ 10 billion:

The professional photography program significantly increased people’s desire for their products. This greatly increased the number of nights reserved on Airbnb properties and boosted the start of its phenomenal growth.

HOW YOU CAN APPLY THIS PRINCIPLE TO YOUR LANDING PAGES

By including emblematic images of your product or service on your landing page, use photographs taken by professionals to increase individual incentive.

SurfEasy does an excellent job in this regard on the landing page of their online privacy product.

Using the services of a professional photographer to then include an image of a person relaxing and enjoying a cup of tea (read: not stressed by issues concerning privacy) trigger feelings of relaxation and create an individual incentive to obtain The benefit of your product.

 

HOW APPLE CREATES DESIRE BY SHOWING ITS PRODUCTS IN CONTEXT

Apple creates the desire for its products showing the context of use.

In its recent campaign “Your Verse” for the iPad, Apple created a campaign page with a very attractive design in order to show how different people use their iPad in different ways to improve their lives.

By showing the product being used in context demonstrates to potential buyers how the iPad can be used to generate pleasure in their lives and increases the individual incentive to purchase the product.

It shows the context of use to demonstrate to potential customers how your product will generate pleasure.

In addition, Apple creates a sense of social norm by introducing influential personalities such as travel writer Chérie King. By showing it by taking photos with an iPad, Apple is using the tendency of people to notice the behavior of influential people to know how to act. They are creating a social norm according to which even celebrities think that the iPad is perfect for capturing the most important moments of life.

HOW YOU CAN APPLY THIS PRINCIPLE TO YOUR LANDING PAGES

By including images or screenshots of your product or service on your landing page, show them in the context of how they will help the user to feel pleasure or avoid pain.

The Pittsburgh Art Institute does very well on the landing page for its design courses:

By using a background image of students designing fairly advanced graphics demonstrate how their design classes allow potential students to have outstanding results. In this way they create an individual incentive that motivates potential students to enroll.

 

HOW CAMPAIGN MONITOR CREATES DESIRE BY DISPLAYING CUSTOMER LOGOS

Campaign Monitor, the email marketing platform, generates desire by displaying on its website the logos of its most important and recognized clients.

With the inclusion of the famous client logos like Facebook, Apple, eBay and IKEA, Campaign Monitor is using both social norms and individual incentive. People like to use the same tools that successful companies use as it makes them feel that they are a little closer to success.

HOW YOU CAN APPLY THIS PRINCIPLE TO YOUR LANDING PAGES

If you have a number of important customers who use your product or service, show them prominently on landing pages.

They do not have to be well-known names. As long as your audience recognizes them and has a positive reaction, they will be very useful.

The company dedicated to analytics KISSmetrics takes advantage of this technique in its landing pages:

By including prominent and successful business logos such as Adobe, Intel and eBay, KISSmetrics stirs up people’s desire to use the same tools as those companies. In addition, this creates the individual incentive that leads people to become customers.

Display important customers on your landing page to create desire and increase conversions.

HOW INVISION APP CREATES DESIRE USING TESTIMONIALS

InVision, the workflow platform and prototyping creates the desire for your service by displaying testimonials from satisfied customers.

The testimony from the left reads: “I can show my team the evolution of designs over time without the inconvenience of having multiple copies of the source file.”

While the marketing text on the page talks about the benefits of using the service, testimonials serve to add credibility to the claims.

In addition, the testimonials serve to create a social norm around InVision by showing that other important companies use the product and take advantage of the respect that people feel for these companies.

 

HOW YOU CAN APPLY THIS PRINCIPLE TO YOUR LANDING PAGES

Whenever you can collect testimonials from your customers to publish them on your landing pages. To increase its relevance and effectiveness, you can count the benefits you have listed on your landing page.

You should also take into account the location of your testimonials. When ContentVerve moved testimonials from the bottom of their landing page to the center of the page they got a 64.53% increase in conversions.

Your visitors will react differently to the different locations of the testimonials (depending on where they are in the buying process). Start testing today and you’ll see significant conversions increases.

How Xero creates desire using customer numbers

The Xero online accounting application creates the desire for your product by showing how many small businesses use your platform.

The headline of this page says: “More than 300,000 small businesses love Xero.”

By prominently showing that another 300,000 small businesses are using their service, Xero newcastle bases its strategy on the fear people feel about being left out (visitors may wonder why their small business does not use Xero as well). This creates an individual incentive to enroll in the product and start to feel the pleasure that others are experiencing from the service.

Benefit from the fear of people being excluded by showing that many customers use your product.

 

HOW YOU CAN APPLY THIS PRINCIPLE TO YOUR LANDING PAGES

If the number of people who have signed up to get your product is impressive, show that figure prominently on the landing pages.

Use language that creates individual incentives by making people feel that they are being excluded from the benefits that their colleagues, and even the competition, are receiving thanks to the use of your product.

InVision App uses this technique on the following landing page:

The subtitle below the form says “More than 160,000 designers use and love InVision”.

Noting that another 160,000 designers use and love InVision make potential customers think they are being cut off from the benefits their colleagues and competitors get.

DO NOT FORGET TO TRY YOUR ASSUMPTIONS

By understanding the psychology of desire and following the example of some successful brands you can make small changes to your landing pages that lead to great victories in relation to conversions.

Always remember that your audience is likely to be different from those of these large companies. Psychological elements to trigger reactions that work for them can be counterproductive to you. Validate your hypothesis when performing A / B tests on the changes you put into practice.

Which of these psychological principles are you going to try first? Let us know in the comments section.