Paul Rand, graphic designer
When talking about lead generation , it is algeria telemarketing list impossible to ignore the science of psychology. The text, the color scheme, the placement of CTA buttons on the landing page, the preferences of the target audience and their ingrained behavior patterns - all this affects how visitors will respond to the marketing message.
Psychology is of interest to many marketers, especially those who are specifically focused on conversion optimization.
This article will cover 5 key psychological principles that, when applied and adapted, will increase the likelihood that landing page visitors will receive a user experience (UX) that will encourage them to fill out a lead form.
Everything you need to know about User Experience?
Principle 1: Attention is the key to effective user experience
Dr. Susan Weinschenk, a psychologist and cognitive scientist, notes, “I’m beginning to think that the idea of attention is key when designing user interfaces (UIs). But when it comes to designing user experiences (UX) in lead generation settings, effectively capturing a visitor’s attention is typically one of the most difficult tasks marketers face.”
Traditional methods of actively capturing attention are pop-up subscription forms and full-page or background ads (takeover ads). They are really good at attracting visitors' attention, but at the same time, they can be annoying to the user, distracting him from his current interaction with the site: reading text, watching a video, or moving to another piece of content.
Pop-up lead form offering to learn how to double traffic
Pop-up lead form offering to learn how to double traffic
On the other hand, less intrusive marketing tactics don’t do a great job of grabbing attention. For example, if the design and placement of a lead form aren’t eye-catching, users won’t notice it. Even if the visual accents are right, a weak headline or a confusing form itself can also negatively impact conversions.
So what can you do to improve the effectiveness of your chosen lead generation tactics? Here are some simple tips:
If you are going to use "pushy" methods to attract attention (like pop-ups), make sure you have a good offer or intriguing headline to interest the visitor, as well as well-thought-out copy that lists the benefits and advantages.
Place your value proposition front and center, right above the lead form, and briefly explain why the user should take the time to fill it out. This rationale may encourage them to enter the requested information.
Combine different attention-getting tactics to find the optimal mix of aggressive and more gentle lead generation methods.
Where your close attention ends
Principle 2: The novelty effect can motivate action
As a worthy psychological alternative to “aggressive” lead generation methods, you can use the novelty effect to attract users’ attention.
In one of his webinars, conversion optimization specialist Brian Massey talked about two “tricky” areas of the brain responsible for filtering incoming information for its “typicality”: Broca’s Area and Wernicke’s Area. Both of these areas are actively involved in the process of “consuming” content (see the illustration below):
