• Emily Malone

The psychology of a converting landing page

Psychology and marketing are two different industries, but you might be surprised at how much they interlink. Inbound marketing has always been about attracting the right people and converting them into leads, returning customers and evangelists.

To do this, you have to lead them down a path which takes a lot of persuading. This is where psychology comes into play; if you can understand what your customers need and how they respond best, then you can provide that need for them.

In this blog, I’m going to go through three psychology principles that you can use in your landing pages to boost conversions.

The pleasure-pain principle

When faced with a situation that reminds us of a source of pain, we seek to alleviate that pain immediately and replace it with a source of pleasure. This basic human instinct it what determines most of our motivations, and had a huge impact on how we make decisions. It’s the driving force of the id.

This concept is now heavily recognised and used in inbound marketing, as it helps persuade consumers that a certain product can solve their ‘pain-points’.

How do we apply this to our landing pages?

Your landing page needs to directly address a source of pain that your personas face, but then offer a solution to alleviate it. It also helps to use the second-person tense (i.e you, yours) so that your reader feels like you’re speaking directly to them. This helps them see that you empathise with their problem and care about solving it, rather than just wanting to sell them something. Follow these copy guidelines and you’ll be getting the hang of it in no time:

  1. Introduce the shared problem/pain-point of your personas (ooh, alliteration)

  2. What can be be done to make that problem go away

  3. The value of your offer (which should be the solution to their problem)

This will motivate them to take action against their problems, and so will increase the chances of your offer being downloaded.

Social influence

Informational social influence or social proof is a psychological term whereby people assume the actions of others in an attempt to reflect correct behaviour. It’s essentially a type of conformity, where a person is unsure of the correct behaviour or decision, they will look to others for cues. Think about all the reviews we read of a product on Amazon before buying it? Or how we check TripAdviser before we book into a hotel or restaurant.


How do we apply this to our landing pages?

We’re more likely to buy or download something if there’s positive feedback attached to it. So, you can apply this to your landing pages in the form of a testimonial from a previous or current client that was pleased with your offering and found it useful.

Another way is to include the number of shares of this particular offering via social sharing buttons.


Loss-aversion, or ‘the framing effect’ is our human tendency to take risks when an outcome is presented as a loss. If we anticipate losing out on something, we’re more likely to act. It’s something which motivates us more than the idea of gaining something alone. Think of the amount of times you’ve heard various versions of the phrase ‘buy now to avoid missing out.’ These statements of urgency are used to persuade us into making a decision straight away. For example, Amazon is known to entice action from their browsing customers with the ‘order before date’ concept. 


How do we apply this to our landing pages?

Create a sense of urgency around your offering to increase the chances of your audience converting. For example, a free eBook or demo that will only be free for a limited time.

The conclusion?

Providing solutions to referenced pain points, incorporating social proof, and adding in a sense of urgency on your landing pages will tap into your persona’s psychology. And this will help you positively alter how they respond to your offerings.