In the first part of this article to test your Landing Pages (sometimes also called “squeeze page”) you could learn among other things: How to use the research results of Professor George Lowenstein to increase your conversion rate; How you can use the results of research in persuasion psychology to capture your readers or how not to make expensive language mistakes…
In order to get the maximum benefit for you from this second part, I urge you to read the first part here first.
Let’s get into the sequel now.
6. Do you make the most of the functioning of the reptilian and limbic brain?
Do you know the reptilian brain and the limbic brain?
The first is the instinctual part of your brain. The second is the emotional part. And they always win over your rational brain. They are the ones who make the decisions. The new brain (neo-cortex) simply justifies these decisions a posteriori. You can find more information on the associated research here.
You do not believe me ?
So here’s what neuro-scientists and nobel prizes say:
“The reptilian brain always wins”
C. Rapaille – Neuro-Anthropologist
“The amygdala (part of the limbic brain) has more influence on the cortex than the cortex has on the amygdala. “
J. Ledoux, Professor of Neuroscience, NYU
“Despite the fact that system 2 (neo-cortex) believes it is where the action is, automatic system 1 (reptilian brain) is the hero …. The choices of most people correspond to the predilections of the system 1. “
D. Kahneman, 2002 Nobel Prize in Economics
You understood, it’s the reptilian brain with the limbic brain of your visitor that will decide whether to subscribe to your list or buy your product!
So you have to know that there is 6 stimuli for the reptilian and limbic brain of your visitors. I’ll spare you this time the neuro-scientific details and evidence.
I would like to tell you about three of these stimuli :
Star Wars creator George Lucas said, “The secret to a good movie is a captivating start, a punchy end, and just don’t be silly in the middle. ”
So how can you use this on a landing page?
Focus on the title and the first paragraph (see point 1 and 2), and create a PS if you have a long Landing Page.
The postscript is often the most read part of a long Landing Page. So use it wisely.
7. Is the value you offer above the fold?
Do you know that Web users spend an average of 80% of their time on a site above the fold (that is, they do not scroll the page)?
8. Are you asking for more than one thing?
The idea that more choices make people happier is a fallacy. A multitude of scientific research has shown that too much choice kills choice. This paradox of choice reveals that if you have too many options, the decision is often to choose nothing at all.
So an effective landing page does not ask visitors only one action. That’s all.
And don’t forget to explicitly ask this one action.
If you are interested in more information on the results of research conducted around the paradox of choice and their application for web marketing, visit this page: How to sell more!
9. Is there any real use for all the elements of your page?
Have you ever looked at the Landing Pages of the most successful companies on the web?
for example that of Google :
Or that of Dropbox, a company which left in September 2008 from 100,000 subscribers to 4 million in April 2010 to 175 million in July 2013.
here is Landing Page:
What do they have in common?
Extremely simple. No unnecessary items.
How much do you think companies like this invest in optimizing their landing page?
When 0.1% improvement in their conversion rate leads to millions of dollars in additional revenue?
I don’t know the answer, but one thing is for sure … definitely not peanuts.
Then we can learn something here.
A landing page should have a very simple design. Everything should be focused onobjective of the page: Convert the visitor.
So do not use the usual design of your site. Remove the side bars, the navigation menus, everything that distracts the visitor from your goal: Converting him into a subscriber or buyer.
10. Are you communicating a high value proposition?
I invite you to compare the following value propositions that I have found on two Landing Pages on the Web.
The first is from a renowned bank in England. I came across it by clicking on the link of their Youtube channel. The page is supposed to convince the visitor to register with the online agency:
Do you see the problems? For once it is not too difficult :).
Do you recognize the purpose of this page?
- What does she want to take you to?
- What value does it offer you?
- What benefit does it offer you?
Apart from a small button “Open an account”, I don’t see much …
Why does this page make me want to open an account?
Then there are a multitude of links on this page.
- Which one will you click on?
- And why ?
- Are you confused?
Me too, I admit.
Compare this now with this page.
This is the bounceexchange.com home page, which sells a solution that allows e-merchants to “catch” visitors who abandon their buying process or who want to leave the page.
look at her value proposition in their title :
\”Imagine having the power to convert visitors leaving your site into customers. ”
Here’s a powerful value proposition.
Then it is reinforced by ONE sentence under the title and the title of the video.
It couldn’t be more punchy and engaging.
Qualified visitors see immediately how bounceexchange can help them solve one of its major problems.
In summary :
The value proposition that you communicate through your landing page is the most important thing. The 9 other points mentioned before are trivial in comparison.
If you don’t have a clear and strong value proposition, you have a big challenge ahead of you.
Why should a visitor register or buy from you and not from your competitor?
If you don’t have a strong value proposition, your visitor has no good reason to do what you wanted them to do.
And if you want to stand out from your competition, you’d better have a very convincing proposition. And even if you have a high value proposition, this is not enough. You have to communicate it in a very concrete and ultra-precise way. Bounceexchange is a great example for this.
So to create a high value proposition, focus on the benefits your product or service offers to your visitor. How these benefits help solve your visitor’s problem. And don’t talk about the features of your product first. For a purchasing decision, the characteristics are secondary.