Your Landing Page SUCKS! Here's Why... (1/2) #shorts #webdesign
Channel: Chris ⚡️ Product Designer
Date: 26/10/2022

Most landing pages can't convert! Why?

Because they don't leave any emotional footprint.
Humans are creatures of emotion; that's what drives every action and decision that we make.

Here’s how you can design a landing page that evokes emotional action in users

1️⃣ Recall pain points

Designers all know users’ pain points too well but we don’t remind them about it.
The fact is, users are more likely to act when landing pages make them feel their pain.
Point it out, then present your product as the solution.

2️⃣ Focus on benefits

All the good products don’t matter if users don’t know how they can benefit from it.
An emotional landing page should mention solutions to inform users what your product is about, and highlight the direct product's benefits to connect to their emotions.

3️⃣ Use real people as examples

As humans, we relate to emotions reflected by facial expressions of other people.
When we use pictures of real people expressing emotions associated with the product's experience, the relatable feeling is what motivates users to convert.

4️⃣ Colour matters
Check out this Conversioner’s colour wheel to learn how colour affects our emotions.
And choose the colour that most represents emotions your product wants to evoke.

5️⃣ Use emotional words

Words are powerful when it comes to influencing behaviours.
It's also important to identify which words you can use to trigger specific emotions leading to actions.
E.g: Instead of a general word like “happy” ❌
Use → delighted, overjoyed, elated ✔

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Hey 👋,  I’m Chris

I’m the founder of UX Playbook, I post videos daily about everything UX design. 

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