How to Increase Landing Page Conversions With the Psychology

Creating desirable offers isn’t rocket science; all you need to do is understand what makes your prospects tick. Once you understand what they really want, you’ll have the tools you need to create irresistible offers that your prospects won’t be able to pass up. Here are the psychological principles used by successful companies to create desire for their products – and how you can use them to optimize your landing pages and marketing campaigns. How the psychology of desire works Understanding the psychology of desire on a theoretical level will help you apply it in practice to your landing pages.



In his book The Advertising Effect, consumer psychologist Adam Ferrier  Japan Email List explains that desire is made up of two key elements: individual incentive and social norms. Individual incentives At a basic level, humans are motivated to take action either to gain pleasure or avoid pain. In the context of your marketing campaigns, desire is created when people can see how your product or service can help them to either gain pleasure or alleviate pain. Social norms All that isn’t to say that humans will simply seek out whatever creates pleasure or alleviates pain with no thought to the consequences. We are inherently social beings and are driven to act in a way we believe will be considered normal.




Because of this, before we act, we tend to consider things like: How will I look if I perform this behavior? What are the social norms around this behavior? Are people I consider influential performing this behavior? To create desire for your product, you need to appeal to both individual incentive and social norm. CLICK TO TWEET You need to show people how using your product or service will either reduce pain or increase pleasure in their lives, and you need to reassure them that is a perfectly acceptable behavior to undertake.