Emotions aren’t generally discussed within the context of landing page optimization, but the fact remains: our emotions impact the decisions we make and the products we buy.
Knowing this, it stands to reason that fulfilling the emotional needs of prospects on your landing pages motivates prospects and can lead to more conversions.
This may sound a little abstract, but luckily there are models that can guide you in using emotional triggers to make your landing pages more powerful.
The theory, which gives us an understanding of what motivates us as humans, is considered one of the cornerstone theories of human development and is widely used in psychology, sociology and management training.
But it’s also an effective tool for landing page optimization.
The framework isn’t meant to be a replacement for the landing page optimization tactics you currently use, but it’s a great way to gut check your pages to be sure you’ve left no stone unturned.
Below, we’ll take a look at the various levels of the needs hierarchy and see how other marketers are incorporating them on their landing pages to drive better outcomes (and how you can do the same).