[Webinar] 5 Steps to Designing Psychologically Powerful Landing Pages

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This document summarizes a presentation about designing psychologically powerful landing pages. It discusses using neuromarketing research to understand how website design affects emotional responses. A 5-step process is outlined for improving landing pages: 1) create buyer personas, 2) understand motivations, 3) apply learnings to pages, 4) re-test pages, and 5) A/B test improvements. Examples are given showing how optimizing for emotions rather than just features increased conversion rates significantly, in some cases over 800%.

Marketing

@morys @unbounce #unwebinar
André Morys
Founder
Web Arts
5 Steps to Designing Psychologically Powerful Landing Pages
Thank you for joining us!
We’ll be starting in just a few minutes.
Ryan Engley
Director of
Customer Success
Unbounce

Stick around after
the Unwebinar
See how Unbounce can help you quickly
build and publish targeted landing pages
(without having to code)

@Ryan_Engley @unbounce #unwebinar
Join our chat on Twitter
Ryan Engley
Director of Customer Success
Unbounce
@Ryan_Engley

@morys @unbounce #unwebinar
Join our chat on Twitter
André Morys
Founder of Web Arts
@morys

5 Steps to Designing
Psychologically Powerful
Landing Pages

@morys @unbounce #unwebinar
“If it doesn’t sell,
it isn’t creative.”
David Ogilvy

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Uh. Looks complicated.

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Where would you buy?

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Where would you buy?
Why?

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The obligatory neuromarketing slide:

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The obligatory brain picture slide:

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Understanding the users’
decision making process is
key to boosting your ROI.

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Blablablabla bla blabla
blablabla blablabla blablablabla
bla blabla bla bla ROI.

So we analyzed how
website design affects
emotional activity.

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Zappos: no activity

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Shoe Guru: Boom.

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We wanted to know if
this works in an A/B test.

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+79%
Add to
Cart
+22%
Bottom
Line

“People don’t buy products.
They buy a better version of themselves.”

HOW YOU CAN
ACTIVATE THE
BUY BUTTON ON
YOUR LANDING PAGES

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• Create personas and research their
values, fears and emotions
• Deduce their implicit motivations for
using your product or service
• Apply these learnings to your landing
page
• Re-test your landing pages
• A/B test your improvements
An easy to apply 5-step process for
increasing emotional activation on your
landing pages

I ≠ mainstream.
I am first in style.
I prefer brands with high quality.
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@morys @unbounce #unwebinar
5-step process
• Create personas and research their
values, fears, and emotions
• Deduce their implicit motivations for
using your product or service
• Apply these learnings to your landing
page
• Re-test your landing pages
• A/B test your improvements
1

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What is your first association after seeing this page?

45.9%
50.4%
59.1%
63.2%
82.0%
30.00
45.00
60.00
75.00
90.00
Add-to-Cart CR
+8%
+79%
Control EliteQuality RebellionOptimized
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“How you make people feel
on your landing pages is
your biggest lever of optimization.”

OK, it works for shoes.
But we are not selling something emotional like that...
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Advanced tactic:
Create different pages based on the intent of your visitors.
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Advanced tactic:
Create different pages based on the intent of your visitors.
Keyword: “Find a partner”
vs. “Find a date”
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“Adventure”
“Find the right partner”
“Passion”
We used different copy...
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and different pictures.
“Romance” “Find the right partner”
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> 21 Variations
+15%
Premiu
m
Users

“Big Data is useless
if you don’t know
what you are looking for.”

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Focus on Price

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Focus on Urgency / Scarcity

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B: Focus on Urgency / ScarcityA: Focus on Price

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100%
161%
236%
Control Price Urgency
Visitor - Order Conversion (relative)
Sample Size: > 400 Orders per Variation, Significance 99%
+136%
Sales

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We took it further from there...

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100%
31%
Control Price
Visitor - Order Conversion (relative)
Sample Size: > 350 Orders per Variation, Significance 99%
-69%
Sales

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For several tests,
nothing was working.
So we developed the
personas.

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Thank You!
Thank You,
Austria!
Flag You made us
number #1
Flag
Focus on Relation
+ Price Signals
+ Urgency
- Fighting People

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100%
204%
Control Price
Visitor - Order Conversion (relative)
Sample Size: > 600 Orders per Variation, Significance 99%
+104%
Sales

@morys @unbounce #unwebinar
After several optimization
rounds, Minolta Austria sold 8
times more copiers with this
campaign than before.
+800%
Sales

“Emotional resonance beats ‘dumb’ persuasion.”

[Webinar] 5 Steps to Designing Psychologically Powerful Landing Pages

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