When you have been working on optimizing a PPC account for several months or even years, it can be really hard to continually meet the growth targets for conversions. You have already looked for every possible keyword and found it, you are constantly testing new ads and have an optimized bidding system for all of your user segments in place? This is the time (at the latest), when working on your landing pages and testing changes into a more emotional direction can still give you the conversion (rate) growth you want and need.

As images are processed 60,000 times faster than text, the images on your landing page will determine how the user who just entered your page will feel in those first 250 milliseconds it takes to process an image and to attach a meaning to it. This may already decide about a bouncing user or a user who stays on your page and further interacts. If you look closer at the reason someone converts on your page, it is usually not the product or service itself. People want to relieve a pain or solve a problem. For example, if someone fills in a contact form for a quote for a business water dispenser, what they really want isn’t the water dispenser, but happy co-workers, lower costs for water or a better CO2-balance. So, is it really best to display a water dispenser in your most valuable space above the fold or might it be better to show an image of the solution? In this case this might be happy co-workers chatting next to the water cooler.

Images on your landing page will determine how the user who just entered your page will feel in those first 250 milliseconds

To find out, what your customers really want, a good way is personas. It is important to go beyond the basic characteristics like demographics and look at desires, fears and emotions. A limbic map can provide a good framework for this. Once you have your personas and know what motivates them you can start thinking of how to best incorporate this into your landing page.
A client we used this for is the fertility clinic chain VivaNeo. The old landing page was using an emotionally neutral image as well as a neutral text. The new landing page is focusing on the desired outcome, getting pregnant and having a baby. The result was a conversion rate increase of 102%.

In this case, triggering a very positive emotion by showing how the fulfillment of the desire might look like led to great results.

Information may help to convince someone to convert, but emotions will always play the crucial role. Many companies tend to using positive emotions but negative emotions can be even more powerful. Heystack, for example, shows its potential customers how complicated their current situation is and with this that they understand their customer’s pain.

Information may help to convince someone to convert, but emotions will always play the crucial role.

To find your savior emotional landing page, the first step it to understand your customers and their emotions in detail. With this information, you can start to create landing pages that address the solution of your customers’ problems or their desired feelings. As always, it is important to get real customer feedback and A/B test different approaches to find your optimal emotional landing page. So get started today and give your conversion rate a real boost.