how to create emotionally engaging landing pages

Talia WolfFounder & CEOConversioner

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Ryan EngleyDirector of Customer Success

Unbounce

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How to Increase Conversions Using Emotional Triggers

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Ryan Engley

Director of Customer SuccessUnbounce

@TaliaGw @unbounce #unwebinar

Join our chat on Twitter

Talia Wolf

Founder & CEOConversioner@TaliaGw

HOW TO INCREASE CONVERSIONS USING

EMOTIONAL TARGETING

NUMBERS AND STATISTICS

01

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63% of marketers optimize based on intuition

Marketingsherpa

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Poor A/B testing methodologies are costing

online retailers up to $13bn a year in lost revenue

Econsultancy

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40% of visitors abandon a website that takes longer than 3

seconds to load

Adobe

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THE EMOTIONAL SIDE OF THINGS

02

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We buy better versions of ourselves

Marketing isn’t a battle of products it’s a battle of

perceptions

Jack Trout

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Testing methodologies

03

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• Why did it work better?• What should I test next?

Testing Elements

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Testing Strategies

Original landing page

Variation

The Funnel

Testing Elements Results

Testing Strategies Real Results

LANDING PAGE STRATEGY ANALYSIS

04

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Match Landing Page:

• Strategy: Best Platform

• Psychological Triggers: None

• Optimization tips:- Use trust elements to empower

strategy- Have people look at CTA for attention- Great CTA- Make it about the customer – How

many satisfied customers? Prove it.- Stock images – Big no.

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Zoosk Landing Page:• Strategy: Sophistication.

• Psychological Triggers: - You’re smarter than others- Technology– dependable, data

driven, proven, tested, works.

• Color: Blue for royal, trust, authority, intelligence

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Optimization Tips:• Highlight one call to action (different

color)• Move login area to corner right• Use the images better• Add trust elements

Zoosk Landing Page:

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Beautiful People Landing Page:

• Strategy: Exclusivity. • Psychological Triggers: - You’re beautiful – you deserve better- Lust- Happiness, playful - Mysterious • Color: Black for mystery, power,

control.

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Beautiful People Landing Page:

Optimization Tips:• One call to action• Minimize the login area• Change copy according to strategy• No need to repeat your name twice• Emphasis the CTA you want people

to use

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Q. What emotional triggers do you think Tinder is going for?

Case Studies

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Original

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ResearchEmotional Strategy:• Trust• Romance• Personal• Reliable• Variety• Simplicity

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Variation24% increase in signups

48% increase in paying customers

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Variation 238% increase in signups

304% increase in paying customers

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The Changes• Design & Colors

• Messaging

• Call to Action

• User Interface

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Original

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Variation

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Variation 2

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Mobile Variation

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• Test strategies not elements• It’s about the customer, not the product

Takeaways:

quote

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