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THE SCIENCE OF PERSUASION.

How Neuromarketing Can Help You Build Better Landing Pages

July 5, 2018

 

Are your landing pages converting?

 

A landing page is the first thing that visitors see after clicking on your ad or promotional email. But, the disappointing reality is that most companies see a conversion rate of less than 3%.

 

So, how do we change that? Enter, Neuromarketing.

 

Landing Page CRO (Conversion Rate Optimisation) together with the application of  Neuromarketing can form a crucial part of every brand’s road to success. Using biometric technologies, Neuromarketers are able to measure, understand and enhance the emotional responses of consumers as they interact with your landing page.

 

Incorporating Neuromarketing with traditional marketing research techniques can deliver immediate results. While A/B testing has a place in CRO, it does lack the ability to assess the  human connection and what really captures your audience’s attention. Despite its digital facade, websites are human computer interface platforms, as they help drive communication from one human or organization of humans to another.

 

This means that if we aren’t building our landing pages to communicate effectively with humans on an emotional level, our marketing ROI is bound to suffer. So, we need to become a little less focused on conversion rates, and a lot more focused on the emotional and cognitive drivers of the humans that we want to convert.

 

Here’s how Neuromarketing can help...

 

Benefits of Building Landing Pages With Neuromarketing in Mind

 
1. Making First Impressions That Last

 

You only have one shot at a first impression, and when it comes to your website, users form their opinion in no more than a fleeting two-tenths of a second. Utilising Neuromarketing technologies to know exactly what that first impression looks like on an implicit, subconscious level is crucial.

 

Here’s an example. Wearable biometric tech, like Galvanic Skin Response (GSR) sensor units, measure emotional arousal via skin conductance. This is a form of electrodermal activity that grows during states such as excitement, attention or anxiety, and lowers during states such as boredom or relaxation. GSR is ideal for detecting situations where a user is having difficulty using an interface and becoming increasingly frustrated and stressed. For applications designed to keep a user actively engaged and/or interested, GSR can help measure the intensity of their engagement, as well as how long it can be sustained.

 

2. Improve SEO and Outrank The Competition

 

Neuromarketers can help you push your landing pages up the search engine ranks. Although bounce rate itself is not part of the core search algorithm, user engagement is a definite validation method.

 

This is because well-crafted landing pages keep visitors emotionally engaged. And better engagement, of course, leads to longer session times. And longer session times? Well, let’s just say “Cha Ching”!

 

Plus, search engines only want to present the best results to their audience. So if your landing page is receiving longer sessions than your competitors’, Google honours that with better rankings.

 

3. Faster Results Than Ever Before

 

There’s a lot of guesswork involved when creating landing pages from scratch. We tend to serve up information and designs that we think our audience wants.

 

But when it comes to Neuromarketing, the data doesn’t lie and allows us to know what our audience wants. The measurable insights that we gather can save a lot of time and hardship down the line. Not to mention that you’ll start to see desirable results far sooner.

 

Electroencephalography (EEG), for example, measures electrical differences on the surface of the scalp. Neuromarketers are able to use this data and make evidence-based inferences about what resonates best with your audience on both an emotional and cognitive level by the millisecond.

 

So if you’re seeing embarrassingly low website conversions, don’t settle. Neuromarketing is one helluva smart tool for turning your website into an effective lead generator.

 




 

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