When we meet a new person, for no reason we either approve of him or we don’t.
Wondering why this happens?
Unconsciously we make decision to trust or like someone, who is confident, poised, have a persona, and speak politely and directly. On the other hand, it is natural for us to disapprove a person who appears unattractive, weak and closed off.
Similar is the case with the landing pages of your site.
Visitors are more inclined towards landing pages that have the appeal and trust building elements as compared to the ones that have poor graphics, low quality images and depressing color scheme.
So how an online business can add personality and trust to its landing pages?
Check out the following strategies to make your page user-friendly, trustworthy and most of all a conversion magnet that boosts revenue.
1. Add Images of People
A Harvard economist conducted a study in conjunction with a bank that dispatched letters proffering short-term loans to potential clients. In order to trigger psychosomatic responses, they varied the interest rate as well as some other cues, such as included pictures of smiling people in the corner of the letter.
The outcome of the study was beyond expectations. The letters bearing the pictures of happy wholesome female gained more positive response in contrast to the ones that have lower interest rate. This has once again proved that a picture can tell a thousand stories.
The reason being is images of people transmit trust better than any other image or text. E-commerce businesses therefore, shouldn’t refrain from adding real images of people. However, when it comes to image optimization one cannot throw in any smiling woman’s image on their page and expect to achieve good results.
You have to test the images before optimizing your landing page.
Below are the five variables that a web designing company or e-retailer needs to keep in mind while testing:
i. Serious or Smiling Image: Would you like to communicate happy professionalism or sincere professionalism?
ii. Model or Stock Image: Most of the researches have revealed that images of real people have depicted better conversion rate over model or stock photos. It is because we have a high trust and empathy level for people like us.
iii. Direction of Eyes: Studies showed that eye directions actually matters. Why you think the smiling people in cover pictures are often directly looking at the USP (unique selling point)?
iv. Individual or Group Shots: Generally, group focus work better than singles, but if the truth to be told it mainly depends on the type of business and testing.
v. Single or Album: Majority of the successful businesses prefer to go with album and if you take the same route make sure that each image should have its own unique selling point. Yet, it will be best for you to stick with a single focus image and single USP as it works better for companies.
2. Focus on Language & Tone
Online companies often fail to focus on the language and tone they use on their landing page. To manage a relevant, amiable, and user-friendly page, you must focus on the message as it frames your tone.
Let’s put it more plainly.
The objective of a landing page is not to sell your service or product, but to sell your users on your service or product. Here is the comparison between the two approaches:
When you are looking to sell a product/service your message will communicate how amazing your product/service is, what qualities it possess that none of the competitors can offer, and how customers can save their money by instantly placing an order.
On the other hand, when you are looking to sell your users on your product/service, you will talk about how it can resolve their problem, how it can change their life and how it will allow them to spend more time in doing things they love the most.
Here are few examples that will reveal to you how businesses are selling on benefits instead of features.
Example1: “No coding required! Publish to your site in a single click and save yourself time.”
Example2: “Getting your business the results you need by showing your ads where and when it most benefits you.”
Some more tips:
i. Try to make your landing page more personal by directly addressing visitors with terms like You, Your and We as they have a pleasant and friendly tone.
ii. Emphasis value because visitors don’t like to follow orders instead they like to take action when they see a good proposition .i.e. use “Get access to leads” in place of “Buy now”.
Looking to Generate More Sales Leads?
Make use of the aforementioned strategies or hire VirtueNetz to create a crowd-puller landing page for your corporation.