How to Create Landing Pages That Address the Emotional Needs of Customers

This week in my CXL institute class, I learnt that When we buy products, we buy better versions of ourselves, we always want to feel better about ourselves. So it is up to us as marketers to understand why customers buy products, what are the emotional triggers of your customers? And how can you funnel that into better landing pages and sales pages?

There’s a huge gap between mobile and desktop conversion. And that’s because when we design, we get too focused on desktop design principles without realising that when people use their phones, they’re completely different people. People are more hasty, on the go and they tend to multitask while using their phones. Our behaviour and emotional state is different. So we have to start understanding the needs of mobile users, what do they want? Who are they?

To design a better experience, it takes four steps:

Emotional competitor analysis: This is different from the regular competitor analysis. Here, what we’re trying to understand is exactly where the market is emotionally as well as how we can fit in. In order to do a real emotional competitor analysis, you’ll need to choose about 10 to 15 of your top competitors and answer these questions off each competitor.

1. What is their message about?
2. What colors are they using?
3. What image are they using on their landing pages?
4. What are they trying to make their customers feel when they land on their page

The next question you need to ask after figuring out what your competitors are up to is, do you want to be like them or do you want to be different? But you don’t want to blindly copy your competitors, instead, you want to test based on what they’re doing and what’s working for them.

Emotional SWOT: This is where emotional SWOT comes in. It tells you what your customer feels about you and how they feel about the industry in general. When you take a look at the entire industry, they’re almost the same. So you want to figure out what their

Strenght

Weakness

Opportunity

And Threat,

so in other to start looking at what messgae you have on your landing page, you want to figure these out.

Emotional content strategy: And in your emotional content strategy, you want to highlight what differentiates you from your competitors, you want to remind people that they’re not like everyone else and your product will provide somwthing better for them.

Testing: You do this using emotional triggers. Your one goal when it comes to testing is to gain knowledge about your customers and what they want. You start out by listing the emotions you want to use, the elements you want to use to induce them, the words, color and images you want to use.

What emotional triggers do your competitors use and how can you use your own elements to enhance yours?

By the time you get the result of this test, you’re going to be able to understand what works and what doesn’t.

You can also use color to say things you want to say for a better mobile experience.

Using Urgency to Boost Ecommerce Conversions:

Urgency makes people to behave irrationally in response to emotions. It decreases friction.

Making customers decide faster about a purchase is a powerful and widely used strategy in e-commerce. It can dramatically improve your sales, but it can also have the opposite effect.

But before you introduce urgency into your product,

Make sure you have an offer that aligns with your customers needs

Demonstrate that you have a solution for the pain points they’re experiencing

Establish a uniques sales proposition(the specific benefit to the customer that addresses the pain point they have)

You also have to figure out what triggers urgency in your customers.

Find a trigger

Choose a tactic

Test

A three-step method for expertly executed messaging:

Timing

Attention, and

Inciting action.

Timing: You want to really think about when they’re kind of ready for communication. When are they actually motivated and interested in whatever it is that we’re sending? Useful content we want them to read, maybe want them to jump into the product and do something. Maybe want them to buy something like an e-commerce site. Figure whenever that is, like when’s that actually gonna be kind of a priority in their mind and when is their ability high?

Think about when would I most want to read and react to this?And try to optimize your timing like that. So, timing matters a lot, you’ll find like a third of email opens happen in the first hour after being sent. Then they kind of drastically drop off, whether they’re read at all after that.

Capturing attention: 35 percent of emails are opened just based on subject line alone.

We have a few key elements of subject lines that we want to do to really cut through that noise.

The first thing is specificity.

The other thing we can do to kind of cut through is personalization. There is a psychology of thought called “the cocktail party effect”, where we’re really kind of tuned to hear our own name called out to us even if we’re in a busy place, conversations going on all around us, music playing. At the faintest whisper of our name, we will like to jump our attention. We’re really kind of wired to focus on things that are directed to us.

The last thing you want to do with the subject line here is you want to start really strong, I find like the length doesn’t really matter.What matters is you kind of like, nail that kind of value proposition’s first thirty characters.

Action: in email,people kind of skim a lot, so just make it easy to do that, and make it easy to jump around and see the whole content.