[Webinar] 5 Steps to Designing Psychologically Powerful Landing Pages

@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

try.unbounce.com/for-persuasive-pages

Stick around after

the UnwebinarSee how Unbounce can help you quickly

build and publish targeted landing pages

(without having to code)

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Join our chat on Twitter

Ryan Engley

Director of Customer SuccessUnbounce@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

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“If it doesn’t sell,

it isn’t creative.”

David Ogilvy

WHAT HAPPENED

IN THE FMRI SCANNER?

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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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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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Limbic® Map

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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

5-step process 1

2

@morys @unbounce #unwebinar

@morys @unbounce #unwebinar

• 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

5-step process 1

2

3

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What is your first association after seeing this page?

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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

pages

• Re-test your landing pages

• A/B test your improvements

5-step process 1

2

3

4

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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@morys @unbounce #unwebinar

• 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

5-step process 1

2

3

4

5

“How you make people feel

on your landing pages is

your biggest lever of optimization.”

EXAMPLES OF

DIFFERENT

LANDING PAGES

OK, it works for shoes.

But we are not selling something emotional like that...

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+93%

Sales

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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

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After several optimization

rounds, Minolta Austria sold 8

times more copiers with this

campaign than before.

+800%

Sales

“Emotional resonance beats ‘dumb’ persuasion.”

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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

5-step process 1

2

3

4

5

try.unbounce.com/for-persuasive-pages