Tricks that will increase your conversion rate
Posted: Wed Feb 19, 2025 9:15 am
In 1984, Robert Cialdini, an American professor of psychology, published the book Influence (in Czech it was published under the title "Weapons of Influence"), which soon became one of the key publications of modern marketing.
Individual elements of persuasion can increase the conversion rate of a landing page by several times . In this article, you will learn how to improve the performance of your landing page using social approval, authority, scarcity - and how to top it all off with a challenge that will make the visitor take your offer.
Social approval will increase your credibility
The most powerful principle of persuasion is social proof . You can use it in several ways on your landing page. On the other hand, one of the most common elements of social proof is a testimonial . It can be in the form of bulgaria phone number data short or long text, or you can publish it in the form of a video.
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Always keep in mind that the testimonials you use should be from customers who are similar to the people you are targeting with your landing page . In the testimonial, the customer should briefly describe:
the situation he was in and which prompted him to seek (your) solution,
what feelings he had before trying your solution,
How specifically did your solution help him ?
The goal is for the landing page reader to identify with the situation and for the recommendation to create a desire in them to accept your offer ( desire from the AIDA formula). For greater credibility, add the name of the person who gave you the recommendation to the reference and attach their photo .
To maintain authenticity, don't change the wording of the testimonial too much - at most, correct typos, grammatical errors, and major stylistic flaws. If the referring customer is speaking on behalf of the company, include their position and the company logo.
Example of a concise, well-written testimonial. Source: hatchbuck.com.
A popular form of social endorsement is the logos of companies that use the product or service you offer. However, it is always a good idea to supplement them with testimonials from specific individuals. If your solution is used by thousands of customers, don’t keep it to yourself. Incorporate specific numbers into the headline and subheading – like Hotjar:
Individual elements of persuasion can increase the conversion rate of a landing page by several times . In this article, you will learn how to improve the performance of your landing page using social approval, authority, scarcity - and how to top it all off with a challenge that will make the visitor take your offer.
Social approval will increase your credibility
The most powerful principle of persuasion is social proof . You can use it in several ways on your landing page. On the other hand, one of the most common elements of social proof is a testimonial . It can be in the form of bulgaria phone number data short or long text, or you can publish it in the form of a video.
Video player
00:00
00:23
Always keep in mind that the testimonials you use should be from customers who are similar to the people you are targeting with your landing page . In the testimonial, the customer should briefly describe:
the situation he was in and which prompted him to seek (your) solution,
what feelings he had before trying your solution,
How specifically did your solution help him ?
The goal is for the landing page reader to identify with the situation and for the recommendation to create a desire in them to accept your offer ( desire from the AIDA formula). For greater credibility, add the name of the person who gave you the recommendation to the reference and attach their photo .
To maintain authenticity, don't change the wording of the testimonial too much - at most, correct typos, grammatical errors, and major stylistic flaws. If the referring customer is speaking on behalf of the company, include their position and the company logo.
Example of a concise, well-written testimonial. Source: hatchbuck.com.
A popular form of social endorsement is the logos of companies that use the product or service you offer. However, it is always a good idea to supplement them with testimonials from specific individuals. If your solution is used by thousands of customers, don’t keep it to yourself. Incorporate specific numbers into the headline and subheading – like Hotjar: