Making Your Landing Page Design Memorable
Okay. How do you design fans? And welcome back in the last lecture when we spoke about BJ fogg's behavioral model, We spoke about how to influence human behavior with the copy and the calls to action on your page in this lecture, I want to talk about making your content, making your brand memorable by getting an understanding of how the human brain accepts information being transmitted to it. But first I hope you've been finding, you know, all the information extremely useful and extremely valuable and I'm really looking forward to the rest of the course. The limbic system, right? It's the second part of your brain to have evolved after the olympics. After the limbic system, you have the neocortex and the neocortex is what's responsible for like very intellectual decisions, evaluating different options, um making more sophisticated judgments, but the limbic system it's responsible for all the emotional attention, affective responses and memories in the human brain, right? So it's snap ...
judgments. The limbic system is what's responsible for value judgments. When we have an initial emotional reaction to something, you know that that first impression of something when I land on the web page and I get an immediate sense of whether or not this is gonna be a good sight or they're gonna have what I offer or I trust them, that's all being done in the limbic system of the brain, the limbic system is in the driver's seat when it talks about when when the brain thinks about avoiding pain and pursuing pleasure. Um it's responsible for spontaneous behavior, right? Those are all the types of things that the limbic system is responsible for and all the different techniques and all the different things we're learning about when it comes to psychology, when it comes to persuasiveness, when it comes to not disturbing your brow, your your your website visitors and giving them clarity. All that is really just trying to tap in in a positive way to our visitors limbic limbic systems. We want to appeal to them in an emotional psychological way where they immediately feel that they trust us, that we're a legitimate company that our products and services are of high quality. Right? So this is all about getting, it's it's very it's it's an interesting dichotomy, right? Because we're talking about a lot of sophisticated specific strategies that are very well thought out that are, you know, takes money and time and effort to test and to iterate and to redesign. But all for the sake of kind of getting in touch with a very effective part of the human mind, a part of the human mind which doesn't think too much about the judgment that makes. So it's an interesting dichotomy but that's really what's going on here. What's what's what's important with regard to the limbic system is we want to be making our content memorable. You want your landing page to be memorable. You want your landing page to be distinctive. You want to create experiences that your visitors will interact with in a way that will make an impression on them, they will retain that information. So in order to do that, we understand that we're tapping into an emotional psychological um state of the person. That's that's that's the part of the brain that good landing page design is going to speak to. We understand that we want to make it memorable. The important thing to know. The last piece of the puzzle is understanding the different ways people learn. Okay, how do people except information that's transmitted to them? There's three primary ways people except information that what they see, hear and do is stored in their long term memory. This is important, very, very important through any stage of the funnel. Um it's I'm going to talk about it later. It's most important in the desire and interest stages when people are learning more about your products, because that's when they they're taking the initiative and they're giving you the attention to solidify there engagement with your brand. They want to see more product details, They want to see more. They want to see a greater and more nuanced breakdown of your services and that's where kind of understanding these these three different learning modalities come in. Right? So you have this is all pretty straightforward stuff, stuff that you probably know already. So you have visual, right? People who learn by seeing. So you want to be able to talk to those types of people who lean towards learning by seeing, Right? So then you're gonna use imagery, you're gonna use imagery that complements the text. So a person says, okay, I get what that means. A color scheme that works, tables, charts, infographics, right? Videos is a huge thing. Video descriptions, intro videos, explainer videos. You might have a guided tour if you have a web app. If you've created a web app, you might have a guided tour where people could see where to click what things, you know how something should be done, maps, things like that. Right? So a lot of people will learn by by seeing. So you want to have those visual elements available, A lot of people learn by hearing. Right? So you have the audio learners. So we're gonna talk about exactly how these things get applied in a conventional landing page in a second, but things basic, you know, audio elements, telephone support, right? You might have, you might incorporated somewhere in your, in your experience might be things like music video also is is very audio driven. Like sometimes people want to hear a description of your product, they want to hear a review of your product as opposed to reading a review of your products. A lot of people like to learn by hearing. It's it's rare to have just a plain audio clip on your website. It's usually typically done with a video, which is why video shows up for audio learners and for visual learners, voice overs. Um again, guided tours, there are a lot of websites that will have um, a guided tour of a product category, things like that. You also have kinesthetic learners, people who learn by doing and this is a huge thing. It's it's really on the forefront now of modern web experiences front and design where a lot of brands are incorporating interactive elements to their website experiences, right? People like to learn by by doing, there are people who like to interact with things that helps them member that helps the content become more memorable. So brands are introducing things like, like quizzes, right, this is a big thing. Are you really an expert in woodworking? Right, So you'll have like these five different questions and then to get your results, you can send in your email and obviously the company is either a subscription to a woodworking magazine or they sell they sell re re salvaged wood, whatever it is, You'll have things like games, role playing. A big thing with kinesthetic learning when it comes to e commerce is being able to customize a product. So, um, if I, you know, we have a client that sells picture frames so I could upload my the image of my, of my art that I want to get printed and I could try on different mats and different frames, different colors, different materials, Right? So that's I'm I'm I'm learning that might be the wrong word in that context, but I'm engaging and I'm creating a more interactive experience with that brand by doing right. A few things to know about these three different learning modalities. People will tend to lean towards one of those modalities. I know personally I'm a kinesthetic learner. I like, I like to I don't like to think too much. I don't like to listen or hear too much. I want to, I want to be able to do, I like the quizzes. I like interactive, you know, e commerce product experiences. I learned by doing a lot of people will learn by seeing or by hearing But people will lean towards one modality. But research has shown that there is not necessarily any best way to design your pages. It's not that there's like the majority of people are kinesthetic or the majority of people are visual learners. It's it's a basically equal distribution. Another thing that's very important is that none of this that we're talking about here. None of these elements that you want to, you want to add an element that appeals to your audio people or your visual learners or kinesthetic learners that should not interfere with a good design. All the things that we've spoken up until now and all the things that we're gonna talk about after all this. They all still hold true. Good design principles hold true. This is not any practical advice. I'm not telling you that you should add a video to your site. I'm not telling you that. You should add an interactive quiz to your site. These are ideas that should help get your, your, your juices flowing and your cogs turning about potential elements that could help with the experience and, and e commerce is a really, really great example. I remember I was on a website skis dot com um where I wanted to buy a new pair of skis a couple of seasons ago and they do this really well right on their product page, they have reviews that are text based, right? They have images of the products. They have detailed product visuals, they had detailed product photos, they had infographics about the different types of woods and the different shape of the actual, the actual ski. They also had video reviews of the skis. They had actual people skiing on that model and reviewing the ski through a video. They also had people who just reviewed the ski and they had a text based as well. So they gave me a lot of information based on the product um, through audio channels and visual channels from a kinesthetic perspective, e commerce companies have a lot of opportunity to allow people to customize products. So for example, if your skis dot com you could see, you could offer customers the ability to see how a certain ski jacket or a certain pair of ski pants or a helmet looks with that pair of skis. Right? So that's with, with clothing, with things like picture frames. There's basically any product category you can think of, you can come up with some way that a person can learn by doing and it doesn't have to be doing like I'm actually playing a game or I'm actually taking a quiz if I'm just clicking and dragging and I'm clicking to change the color and I see it affected here and I'm clicking too. You know, there's a there's a great I saw ordering from Wayfair Once another great example. I was able to see this table that I might order this couch. I could I could take a picture of my living room and I could superimpose the table that I might buy into my living room. I'm sure many of you have seen this. A lot of online retailers of furniture and electronics are doing this. Um you could do this also with, I think it's with amazon. If I'm if I'm buying a tv or might have been best buy, I could see how that tv looks in my living room, right? I can take a picture. I've also seen another great example of kinesthetic learning is where it shows a specific product I'm buying in in relation to the height of a dog, the height of a person. Um The the height of of a normal sized room in a in a home and you can you can get a a sense based on selecting different scenes to put your products in how that thing would actually look. So that would fall under kinesthetic learning, right? It's not necessarily really being engrossed in some sort of like video game per se. It's just that you're involved with learning more about the product, you're active and learning more about the product. It's not passive, right? This is very passive. I could be watching, I could I could be reading a review, I could be sitting back and watching reviews passive, but kinesthetic learning is more, I'm taking an active role. So if you sell things online, right, if you identify as an e commerce company, you should really aim to have some sort of element, whether we should have some sort of element that falls under each one of these product categories. So you could appeal to your visitors who will likely be distributed throughout these three different learning modalities. People who learn by seeing the people who learn by doing and the people who learn by listening. Um, once again, this is especially important during the desire and interest stages of the funnel, where it's not, you know, necessarily meant for that first landing page or the homepage, when you want to give people a very simple, clear and effective overview of what you do, what your value proposition is. This stuff comes more into play when you need to now give more substance, you need to now give more supporting information. You need, you need to now provide all those details about your products, the nuances of your services. What's going to happen after you get in touch with me, right, So try to think about your visitors and and and how they learn and what you could do to appeal to the different types of learning modalities. And ultimately, obviously, it all comes back to that limbic system, really just in a very subtle and nuanced way, getting into the consciousness of that potential customer. That's really what we're going for here. So we wrapped up section one of this course. Thank you very much. It's been a fantastic journey so far. And I look very much forward to seeing you guys very soon. And Section # two.