April 13, 2015
Just like some words are more persuasive than others, some designs are more persuasive than others, too. A landing page's layout, the fonts and colors used, image placement, form length, and other design factors can have an impact on how many people actually choose to fill out the form.
Want to design a landing page that persuades people to convert? Then you'll need to take a step back from the aggregate data about site visits, conversion rates, and lead numbers, and think hard about the human behind the screen. What makes him or her tick? What are her or his goals? Only after considering these questions can we begin to think about optimizing our landing pages for conversion.
Conversion rate optimization (CRO) is, simply, understanding human behavior.
Easier said than done, you might be thinking. Well, let's break it down a little bit. According to the Fogg Behavioral Model for persuasive design, human behavior is a product of three factors: motivation, triggers, and ability. The more you keep these factors top-of-mind as you design your landing page, the more persuasive your design will be.
In this post, we'll explore these three factors of human behavior. For each factor, you'll come away with solid, data-backed takeaways that you can use when designing your own, high-converting landing pages.
And if you want to learn more data-backed CRO hacks, watch our on-demand webinar with Wordstream.
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