{"id":20720,"date":"2018-04-19T05:19:44","date_gmt":"2018-04-19T09:19:44","guid":{"rendered":"https:\/\/outgrow.co\/blog\/?p=20720"},"modified":"2024-07-02T03:38:29","modified_gmt":"2024-07-02T07:38:29","slug":"high-converting-landing-pages","status":"publish","type":"post","link":"https:\/\/outgrow.co\/blog\/high-converting-landing-pages","title":{"rendered":"How to Use Marketing Psychology to Create High Converting Landing Pages"},"content":{"rendered":"\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Use_Marketing_Psychology_to_Create_High_Converting_Landing_Pages\"><\/span><strong><span style=\"font-family: verdana, geneva, sans-serif;\">How to Use Marketing Psychology to Create High Converting Landing Pages<\/span><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_62 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d92d0b145f6\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d92d0b145f6\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/outgrow.co\/blog\/high-converting-landing-pages\/#How_to_Use_Marketing_Psychology_to_Create_High_Converting_Landing_Pages\" title=\"How to Use Marketing Psychology to Create High Converting Landing Pages\">How to Use Marketing Psychology to Create High Converting Landing Pages<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/outgrow.co\/blog\/high-converting-landing-pages\/#1_Psychology_of_Pleasure\" title=\"1. Psychology of Pleasure\">1. Psychology of Pleasure<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/outgrow.co\/blog\/high-converting-landing-pages\/#2_Cognitive_Fluency\" title=\"2. Cognitive Fluency\">2. Cognitive Fluency<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/outgrow.co\/blog\/high-converting-landing-pages\/#3_Color_Theory\" title=\"3. Color Theory\">3. Color Theory<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/outgrow.co\/blog\/high-converting-landing-pages\/#4_Loss_Aversion\" title=\"4. Loss Aversion\">4. Loss Aversion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/outgrow.co\/blog\/high-converting-landing-pages\/#5_Reciprocity\" title=\"5. Reciprocity\">5. Reciprocity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/outgrow.co\/blog\/high-converting-landing-pages\/#6_Decoy_Effect\" title=\"6. Decoy Effect\">6. Decoy Effect<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/outgrow.co\/blog\/high-converting-landing-pages\/#7_Conversion_Scent\" title=\"7. Conversion Scent\">7. Conversion Scent<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">This blog is all about creating <em><strong>high-converting landing pages<\/strong><\/em> using <em><strong>Psychological Factors<\/strong><\/em>!<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Every waking hour of our lives, we are inundated with choices. Should I eat cereals for breakfast or a croissant? Maybe I should go for a movie or just sit back and binge-watch F.R.I.E.N.D.S. Perhaps, I should go to Ibiza or just save all that money to buy a penthouse one day! True, right? It all comes down to choosing one over another. What a curious thing our brain is!<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Confused as to why we are talking about the psychology of choice instead of some game-changing marketing concept? That\u2019s because there is an unmissable link between marketing and psychology. As marketers, one of the things we often ponder about is conversion. Why is it that despite a heavy footfall on our landing pages, our funnel is still far from being full of quality leads? Simple &#8211; because our target audience evaluates our landing pages &#8211; consciously and subconsciously &#8211; before taking our bait. While it may seem their choice is independent of any biases and influences but it\u2019s not.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">For that very reason, it\u2019s important that you learn what psychological factors trigger a prospect to behave a certain way. Armed with this knowledge you can easily design ridiculously persuasive and converting landing pages! Let\u2019s begin, shall we?<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Psychology_of_Pleasure\"><\/span><b>1. Psychology of Pleasure<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">It is a human instinct to pursue anything that gives us happiness. If you keep that in mind, and your prospect\u2019s quintessential search for \u2018happiness\u2019 at the center, your landing page will convert. The opposite is also true i.e. if you confuse, annoy, and underwhelm them they will abandon your page instantaneously. The question now is how do you make your prospects happy?<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>(a) State your value proposition with clarity<\/strong><\/h3>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">The first question that springs into a visitor\u2019s mind when they are on a landing page is \u201cWhat\u2019s in it for ME?\u201d Unless you state your value proposition with utmost clarity, you will lose them. In this light, let\u2019s examine Campaign Monitor\u2019s landing page. The headline is on point. The sub-text elaborates on its \u201ceasy-to-use\u201d feature and \u201cprofessional grade\u201d. Next, the CTAs are hard to miss and prompt immediate action. Since everything is clearly laid out the user doesn\u2019t have to go around in circles figuring out what Campaign Monitor actually does.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1004\" height=\"393\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Campaign-Monitor-Principle-of-pleasure.png\" alt=\"High converting landing pages\" class=\"wp-image-20739\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Campaign-Monitor-Principle-of-pleasure.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Campaign-Monitor-Principle-of-pleasure-300x117.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Campaign-Monitor-Principle-of-pleasure-768x301.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\"><strong>(b) Lure them with ample social proof<\/strong><\/h3>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">When people aren\u2019t sure how to act, they look for help from other people. That\u2019s called social proof. They want these other people to assure them that they are taking a sound decision. This is why a lot of websites put testimonials, trust badges, and seals on their homepage. You can use it on your landing page too and facilitate decision-making for your customers. Seeing your clients vouch for your excellence will make for \u2018happy\u2019 experience and bump up conversion rates. Take a lesson from BuzzSumo. They host testimonials from their top clients, who also happen to be industry influencers, on the homepage to indicate social proof.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1004\" height=\"424\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/BuzzSumo.png\" alt=\"High converting landing pages\" class=\"wp-image-20740\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/BuzzSumo.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/BuzzSumo-300x127.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/BuzzSumo-768x324.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Another agency that makes the prospects happy by assuring them that they are in good hands is Webprofits.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1004\" height=\"493\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Webprofits.png\" alt=\"High converting landing pages\" class=\"wp-image-20741\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Webprofits.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Webprofits-300x147.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Webprofits-768x377.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">We believe media mentions can solidify your brand reputation. See how Christina Greve makes use of it at the bottom of her workshop&#8217;s landing page.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>(c) Render a smile with striking visuals<\/strong><\/h3>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Humans are visual beings. <a href=\"http:\/\/www.seyens.com\/humans-are-visual-creatures\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Half of our brain is either directly or indirectly processing visual data<\/a>. This means that your prospects are simultaneously processing images and text. However, since images are easier and almost <a href=\"http:\/\/news.mit.edu\/2014\/in-the-blink-of-an-eye-0116\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">60,000 times faster to process than text<\/a>, they will have already made a decision on whether to read the rest of the page. So, you better have impressive images (forget stock photos) on display to please your prospect. Look at Uber\u2019s landing page that motivates drivers to sign up and what can be a better picture than show someone happy in the driver\u2019s seat?<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1004\" height=\"457\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Uber.png\" alt=\"High converting landing pages\" class=\"wp-image-20743\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Uber.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Uber-300x137.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Uber-768x350.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\"><strong>(d) Get rid of pile-on content to speed up page load time<\/strong><\/h3>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">According to a Kissmetrics <a href=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2024\/07\/loading-time.jpg\" target=\"_blank\" rel=\"noreferrer noopener\">infographic<\/a>, even a \u201c1-second delay in page response can result in a 7% reduction in conversions\u201d. <strong>It happens mainly because <a href=\"https:\/\/www.hobo-web.co.uk\/your-website-design-should-load-in-4-seconds\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">it\u2019s annoying to WAIT for the page to load<\/a><\/strong>. If you want to keep your prospects in good spirits then test the loading time of your landing page. <\/span><\/p>\n\n\n\n<div style=\"text-align: center;\">\n<p><iframe loading=\"lazy\" class=\"giphy-embed\" src=\"https:\/\/giphy.com\/embed\/l0He4fJxPCbfqv7Xi\" width=\"480\" height=\"410\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><a href=\"https:\/\/giphy.com\/gifs\/illustration-office-painting-l0He4fJxPCbfqv7Xi\" rel=\"nofollow\">via GIPHY<\/a><\/p>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Cognitive_Fluency\"><\/span><b>2. Cognitive Fluency<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\"><strong>Cognitive fluency is a BIG DEAL! It basically means how easy is a piece of information to process. The easier the page content is to understand, the quicker your prospect makes a decision<\/strong>. However, if you confuse them with too much content or too many options then they will get restless and leave. So, <strong>how do you reduce their cognitive effort?<\/strong><\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>(a) Write SIMPLE and EFFECTIVE headlines<\/strong><\/h3>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Let\u2019s start by talking about Instapage\u2019s landing page. The headline states the value proposition. It prompts the user to read the rest of the content and eventually click on the CTA. Notice the use of \u201cyour\u201d? It\u2019s what called keeping the user at the center and making it about them. In addition to the headline, what we like about their landing page is that they make it easier for those who can\u2019t attend the webinar to \u201cget the recording\u201d. Conversions galore!<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1004\" height=\"608\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/InstaPage.png\" alt=\"High converting landing pages\" class=\"wp-image-20744\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/InstaPage.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/InstaPage-300x182.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/InstaPage-768x465.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\"><strong>(b) Logical flow of content<\/strong><\/h3>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">We will continue with the same example to understand this point. If you see, Instapage has divided the landing page into sections. Each one is persuasive as a stand-alone element and in relation to the offer. This presentation of information in five digestible chunks reduces a visitor\u2019s cognitive effort and eases decision-making.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"544\" height=\"1504\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Master-InstaPage-webinar.png\" alt=\"High converting landing pages\" class=\"wp-image-20752\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Master-InstaPage-webinar.png 544w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Master-InstaPage-webinar-109x300.png 109w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Master-InstaPage-webinar-370x1024.png 370w\" sizes=\"(max-width: 544px) 100vw, 544px\" \/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\"><strong>(c) Clever use of typography and font<\/strong><\/h3>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Ready with a perfect content copy? Excellent! Now, your entire focus should be on <a href=\"https:\/\/affect.media.mit.edu\/pdfs\/05.larson-picard.pdf\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">typography, as it has a huge impact on conversions<\/a>. If the letters are too close together, the typeface size is too small, or the spacing between words is not optimal, then the conversion rates will automatically drop.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">One of the most effective strategies to make content easy to read is to establish an information hierarchy by using fewer fonts. See Piktochart\u2019s landing page to understand this better. The font hierarchy guides the user further down the page. There is no cognitive effort whatsoever put in by the user.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1004\" height=\"484\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Piktochart.png\" alt=\"High converting landing pages\" class=\"wp-image-20756\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Piktochart.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Piktochart-300x145.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Piktochart-768x370.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Color_Theory\"><\/span><b>3. Color Theory<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">We\u2019ve talked about creating content for the mind. Now let\u2019s talk about color. According to a <a href=\"https:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/00251740610673332\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">study<\/a> by Satyendra Singh, <strong>62-90% of the brand assessment is based on colors alone<\/strong>. Given the fact that <strong>colors can influence a user\u2019s perception of your brand<\/strong>, you should be careful about the color choice on your landing page. <strong>Go for a combination that is both pleasing to the eye and appealing to the mind.<\/strong> If you aren\u2019t prudent in your choice, your brand will be perceived as shoddy, cheap, and inexpressive!<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Having said that, you should also know that <strong><a href=\"https:\/\/visual.ly\/community\/infographic\/other\/psychology-color\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">there isn\u2019t any ONE best color<\/a> that will bring your maximum conversions<\/strong>. For instance, for a CTA, you may feel \u2018orange is rather a loud and boastful color\u2019 but it can be offset if it is put against a contrasting background. This is known as the <a href=\"https:\/\/medium.com\/@coffeeandjunk\/design-psychology-isolation-effect-a54e5b3dca0\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><strong>Isolation Effect<\/strong><\/a> or the <strong>Von Restorff effect<\/strong>. According to this color theory, anything that stands out will get maximum attention and be remembered. Here\u2019s how Eben Pagan uses the color theory on his landing page. See the difference? <\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1004\" height=\"544\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/ebook-color-theory.png\" alt=\"High converting landing pages\" class=\"wp-image-20749\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/ebook-color-theory.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/ebook-color-theory-300x163.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/ebook-color-theory-768x416.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Again, you may think <strong>blue<\/strong> is rather dull and boring but it <a href=\"https:\/\/www.helpscout.net\/blog\/psychology-of-color\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><strong>is one of the most preferred colors<\/strong><\/a> by people worldwide. Here\u2019s how PayPal uses it on its website against a contrasting, white background. The color theme is in sync with their brand logo too.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1004\" height=\"543\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Paypal.png\" alt=\"Color Theory\" class=\"wp-image-20755\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Paypal.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Paypal-300x162.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Paypal-768x415.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Loss_Aversion\"><\/span><b>4. Loss Aversion<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\"><strong>Turns out losses terrify us<\/strong> and we would do anything to avoid them. <strong>The moment we anticipate a loss, we contemplate an action to keep losses at bay<\/strong>. Seems like the digital team at Web Infinity understood how they could play loss aversion sentiment in their favor. They ingeniously play upon the \u2018current painful situation\u2019 of all those using traditional PRM technology before finally plugging in their product. They don\u2019t reveal the benefits and <strong>create a knowledge gap<\/strong>. Naturally, people will download the whitepaper because now they know they are at a \u2018loss\u2019 and would want to get out of it by reading how Web Infinity can save them.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1004\" height=\"1228\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Webinfinity.png\" alt=\"High converting landing pages\" class=\"wp-image-20758\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Webinfinity.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Webinfinity-245x300.png 245w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Webinfinity-768x939.png 768w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Webinfinity-837x1024.png 837w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\"><strong>Free trial is another effective loss aversion strategy<\/strong>. Give them enough time to get acquainted with and used to your product. The moment they hear their \u201cfree trial\u201d is about to end, they are very likely to convert from a prospect to a customer.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1004\" height=\"469\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Adobe.png\" alt=\"Loss Aversion\" class=\"wp-image-20746\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Adobe.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Adobe-300x140.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Adobe-768x359.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">To evoke a sense of fear, <strong>you can follow-up with emails reminding the user to upgrade or offer an extension of free trial<\/strong> (I got an email from BuzzSumo; screenshot below). Perhaps, even send them bonus coupons that will motivate them to avert loss by becoming a paying member.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"921\" height=\"388\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/BuzzSumo-loss-aversion.png\" alt=\"High converting landing pages\" class=\"wp-image-20747\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/BuzzSumo-loss-aversion.png 921w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/BuzzSumo-loss-aversion-300x126.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/BuzzSumo-loss-aversion-768x324.png 768w\" sizes=\"(max-width: 921px) 100vw, 921px\" \/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\"><strong>You can also pack a punch on your landing page<\/strong> by running a time ticker. By creating an element of scarcity your visitors sense an impending loss of something valuable and so conversions kick in!<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"963\" height=\"578\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Foundr.png\" alt=\"High converting landing pages\" class=\"wp-image-20750\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Foundr.png 963w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Foundr-300x180.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Foundr-768x461.png 768w\" sizes=\"(max-width: 963px) 100vw, 963px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_Reciprocity\"><\/span><b>5. Reciprocity<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\"><strong>An act of kindness will be well-received and the recipient will, in turn, be compelled to return the favor<\/strong> &#8211; so goes <\/span>Robert Cialdini\u2019s principle of reciprocity. In simple words, you give a little, you get a little. HubSpot does this wonderfully on one of its<span style=\"font-weight: 400; font-size: 14pt;\"> <strong>landing pages<\/strong>. They build their case on why you should download these infographic templates, right from the beginning. In addition to the 15 templates, they add 5 bonus templates to the offer (the user is impressed by this generous gesture!) They could have stopped at that but they go on and highlight the benefits of publishing infographics and <strong>make the \u2018free\u2019 offer seem more valuable<\/strong>! The fact that the templates can be customized also works in their favor. All the more reason for the users to sign up! <\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"554\" height=\"1504\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/HubSpot.png\" alt=\"High converting landing pages\" class=\"wp-image-20751\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/HubSpot.png 554w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/HubSpot-111x300.png 111w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/HubSpot-377x1024.png 377w\" sizes=\"(max-width: 554px) 100vw, 554px\" \/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Another example is the membership landing page of CopyBlogger. They focus heavily on the aspect of free resources including blogs, ebooks, and courses. Why would anyone who is getting valuable content for free (thank you, Copyblogger!) not return the favor by filling up the <a href=\"https:\/\/outgrow.co\/blog\/courses\/lead-generation-with-calculators\/\">lead generation<\/a> form?<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"650\" height=\"1504\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/CopyBlogger.png\" alt=\"Reciprocity\" class=\"wp-image-20748\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/CopyBlogger.png 650w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/CopyBlogger-130x300.png 130w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/CopyBlogger-443x1024.png 443w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"6_Decoy_Effect\"><\/span><b>6. Decoy Effect<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">According to <a href=\"https:\/\/www.behavioraleconomics.com\/mini-encyclopedia-of-be\/decoy-effect\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Behavioral Economics<\/a>, \u201cthe decoy effect is technically known as an \u2018asymmetrically dominated choice\u2019 and occurs when people\u2019s preference for one option over another change as a result of adding a third (similar but less attractive) option.\u201d Simply put, <strong>people change their preference between two options once they are presented with a third option<\/strong>. Strange but that\u2019s what brings conversions on pricing pages.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">You too can achieve the same effect on your landing page. <strong>Present your prospects with a third option and influence purchase behavior by making it seem like a better bargain.<\/strong> Just make sure it is closer to the high-priced option and features only marginally better than the low-priced plan. Netflix gets it right by flanking the basic and premium membership with a strategic, standard membership as the decoy option.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1004\" height=\"552\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Netflix.png\" alt=\"High converting landing pages\" class=\"wp-image-20753\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Netflix.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Netflix-300x165.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Netflix-768x422.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">You can take it one step further by introducing the <strong><a href=\"https:\/\/en.wikipedia.org\/wiki\/Bandwagon_effect\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">bandwagon effect<\/a><\/strong> as seen on Wishpond\u2019s landing page. <strong>Through the visual cue<\/strong> &#8211; blue highlight and the mention of \u201cmost popular\u201d- <strong>they subtly<\/strong> <strong>prompt users to choose an option they want them to<\/strong>. People subconsciously conform to the request and become paying members.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1004\" height=\"538\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Wishpond.png\" alt=\"Decoy effect\" class=\"wp-image-20759\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Wishpond.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Wishpond-300x161.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Wishpond-768x412.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"7_Conversion_Scent\"><\/span><b>7. Conversion Scent<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">You are running paid ads, and getting traffic on your landing page but can\u2019t seem to understand why your marketing funnel is still empty. Perhaps, there is a lack of cohesion between the source and the landing page content. For example, if your ad promises a 20% discount on a BnB but your landing page has no mention of it whatsoever, then that\u2019s the root of all your problems. To gather more leads pay close attention to conversion scent. Do away with your one-page-fits-all approach for every offer and instead create unique landing pages for various offers. Moreover, <a href=\"https:\/\/www.youtube.com\/watch?v=LFmgnjZ5S2g\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">keep in mind design cohesiveness<\/a> because of the more similar the two look, the higher the conversion rate.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Consider one of our ads and the corresponding landing page. We keep the conversion scent intact by delivering what the ad promises i.e. the ROI of using Outgrow.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"640\" height=\"95\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Outgrow-ad.png\" alt=\"Conversion Scent - Outgrow\" class=\"wp-image-20754\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Outgrow-ad.png 640w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/Outgrow-ad-300x45.png 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/figure><\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"1004\" height=\"479\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/ROI-calculator.png\" alt=\"High converting landing pages\" class=\"wp-image-20757\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/ROI-calculator.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/ROI-calculator-300x143.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/04\/ROI-calculator-768x366.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Do you now understand how applying a few <a href=\"https:\/\/unbounce.com\/landing-pages\/use-psychology-higher-converting-landing-page\/\" rel=\"nofollow\">psychological principles<\/a> can actually help you collect more leads in your marketing funnel? Excellent! But don\u2019t swallow our advice in its entirety! A\/B test your landing pages and let the data determine which copy to keep. You will be surprised to know how simple tweaks can be so effective in improving landing page conversions.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">The better you design your landing page the more conversions you&#8217;ll get. However, there is more than one way to generate leads for your business, read our guide on interactive lead-generation techniques to find out.&nbsp;<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/app.outgrow.co\/signup\"><img decoding=\"async\" width=\"1024\" height=\"210\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-1024x210.png\" alt=\"General CTA\" class=\"wp-image-46895\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-1024x210.png 1024w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-300x62.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-768x158.png 768w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6.png 1198w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure><\/div>","protected":false},"excerpt":{"rendered":"<p>How to Use Marketing Psychology to Create High Converting Landing Pages This blog is all about creating high-converting landing pages using Psychological Factors! Every waking hour of our lives, we are inundated with choices. Should I eat cereals for breakfast or a croissant? Maybe I should go for a movie or just sit back and&#8230;<\/p>\n","protected":false},"author":17,"featured_media":49018,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[267],"tags":[98,67,76],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Use Marketing Psychology to Create High Converting Landing Pages<\/title>\n<meta name=\"description\" content=\"Your quest to learn &#039;How to create high converting landing pages ends here. Learn how to take psychological factors into account when creating landing pages\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/outgrow.co\/blog\/wp-json\/wp\/v2\/posts\/20720\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Use Marketing Psychology to Create High Converting Landing Pages\" \/>\n<meta property=\"og:description\" content=\"Your quest to learn &#039;How to create high converting landing pages ends here. Learn how to take psychological factors into account when creating landing pages\" \/>\n<meta property=\"og:url\" content=\"https:\/\/outgrow.co\/blog\/wp-json\/wp\/v2\/posts\/20720\" \/>\n<meta property=\"og:site_name\" content=\"Outgrow\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/OutgrowCo\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-04-19T09:19:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-07-02T07:38:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/05\/Blogs-min-1536x768-1-1-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"768\" \/>\n\t<meta property=\"og:image:height\" content=\"384\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Akshay Saluja\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@outgrowco\" \/>\n<meta name=\"twitter:site\" content=\"@outgrowco\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Akshay Saluja\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"14 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/outgrow.co\/blog\/high-converting-landing-pages\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/outgrow.co\/blog\/high-converting-landing-pages\/\"},\"author\":{\"name\":\"Akshay Saluja\",\"@id\":\"https:\/\/outgrow.co\/blog\/#\/schema\/person\/c5807bf34d04a0ec8a4ecebb71399e1d\"},\"headline\":\"How to Use Marketing Psychology to Create High Converting Landing Pages\",\"datePublished\":\"2018-04-19T09:19:44+00:00\",\"dateModified\":\"2024-07-02T07:38:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/outgrow.co\/blog\/high-converting-landing-pages\/\"},\"wordCount\":2174,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\/\/outgrow.co\/blog\/#organization\"},\"keywords\":[\"Content Marketing Strategy\",\"landing pages\",\"lead generation\"],\"articleSection\":[\"General Marketing\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/outgrow.co\/blog\/high-converting-landing-pages\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/outgrow.co\/blog\/high-converting-landing-pages\/\",\"url\":\"https:\/\/outgrow.co\/blog\/high-converting-landing-pages\/\",\"name\":\"Use Marketing Psychology to Create High Converting Landing Pages\",\"isPartOf\":{\"@id\":\"https:\/\/outgrow.co\/blog\/#website\"},\"datePublished\":\"2018-04-19T09:19:44+00:00\",\"dateModified\":\"2024-07-02T07:38:29+00:00\",\"description\":\"Your quest to learn 'How to create high converting landing pages ends here. 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