It is common knowledge that people buy not with logic, but with emotions.

Here’s how it works: Whenever we make a purchase, we feel something first, and then use logic to justify that particular purchase. Understanding emotions and designing them into your landing pages can help you meet the real needs of your customers since human beings are essentially emotional creatures.

And that’s all what we want as marketers! Today’s post is on the 5 ways to use emotional triggers for your landing pages.

1. Be smart on colours

Have you ever wondered why fast food chains love using the colours yellow and red?

Well, this is because the language of colours is interpreted quicker by the brain than words or symbols for they affect our feelings and emotions directly. Of course, the interpretation of colours can be cultural as well, but most of it is biological and psychological. Yellow, for example, evokes feelings of happiness and friendliness, whereas red evokes the feeling of hunger, urgency, and stimulation. And when they are combined, ta-da! You get an impactful brand logo on the fastfood chain.

Therefore, when designing your landing page, be smart and strategic about your colour schemes. Here is a general guideline:

• Red: Used to communicate passion, desire, energy, urgency.
• Yellow: Used to communicate enthusiasm, friendliness, happiness.
• Orange: Used to communicate optimism, fun, vibrancy.
• Purple: Used to communicate creativity, royalty and spirituality.
• Green: Used to communicate hope, growth, balance and reassurance.
• Blue: Used to communicate trust, dependability and loyalty.

2. Play on pain points

Is your product or service solving a pain point?

Use emotive language to emphasise on the pain points of your prospects and the unique solutions on your landing page.

For example, let’s say you own a local company that specialises in the prevention of hair loss and want to increase the number of sign-ups to your “trial” session . One method to play on the pain points of your prospects would be to highlight and emphasise on the embarrassment associated with hair loss, or balding. You can choose to focus on the theme of “embarrassment” and use words associated with it to highlight the shame that some might feel due to their hair loss situation.

After doing that, explain or illustrate why your product or service works and show evidence or testimonials that they are in fact effective.

3. Strong visuals

On your landing pages, it is sometimes a wise idea to make use of visuals of smiling and positive human beings.

Here, the concept of “mirroring” is relevant. “Mirroring” is a scientifically-backed phenomenon, whereby “one person subconsciously imitates the gesture, speech pattern, or attitude of another.”

Therefore, on your landing pages, be sure to use pictures of smiling individuals with your product/ service, to communicate that your product /service will give them peace of mind after usage.

Coming back to the company which deals with the prevention of hair loss– you can show a picture of a smiling customer enjoying the relaxing hair massage therapy on your landing page. This helps your prospect imagine and mirror the model’s reactions as well, and helps increase trust in the service or product.

4. Reassure your prospects – minimise the risk!

Know what sort of emotional state your prospect is in–Minimise their risk of purchasing from you!

Whenever you create a landing page, understand the current emotive state your consumers are in. Be very strategic about eliciting just one strong emotion in your buyer, in accordance with the emotional state. Focus! Use emotive language that brings out that one emotion and use that emotion to lead your buyers to a call-to-action.

Prior research has shown that some emotional shopping states that affect consumer behaviour include, for example, needs validation and decision anxiety.

• For “needs validation”, consumers make their decision only when there is some form of social reassurance. For example, these consumers want to see “expert advice” or “the glowing reviews of other customers” before making a purchase. Without such social proof and reassurances, they simply will not buy because they feel anxiety and a fear of being let down. Therefore, be sure to always include testimonials, positive reviews, and expert recommendations on your website. If possible, include pictures of the reviewers to reassure your consumers that those people who do the reviews are real people. The emotive language here should focus on reducing the anxiety level of your prospects and reassuring them that whatever they are purchasing will be a good buy.
• Sometimes consumers experience “decision anxiety” when they are faced with too many choices on a website. Therefore, simplify things for them as much as possible. Emotive language to deal with “decision anxiety” can include key terms such as “money-back guarantee”, “stress-free”, “simple” and “peace of mind”.

5. Use emotionally-driven words.

Make it a point to use words that are emotionally-driven.

For example, instead of saying “pleasant”, you can use alternative degrees of “the state of pleasant” such as “overjoyed”, “happy”, “thrilled”, “delighted”, “ecstatic” just to name a few.

And instead of saying “unpleasant”, some words to express this phenomenon can be “saddened”, “devastated”, “heart-wrenching”, “compelling”, “disastrous”.

The apt usage of emotionally-driven words can evoke appropriate emotions in your prospects and lead them to respond to your call-to-action.

We hope that you have enjoyed today’s post! Remember to use emotional-triggers on your landing page.