Emotional Motivators in Landing Page Optimization

Key article detailing key motivations of visitors and how to interpret these into your site.

All of the specific strategies and tactics that you'll apply to landing page optimization are aimed at influencing basic human emotions and moving your visitors off their comfortable spot.
The best way to get visitors to act is to appeal to their fundamental emotional motivations.

• Anxiety vs. Trust - Anything you can do to minimize anxiety will help conversion. This includes clear privacy policies, detailed shipping directions, unconditional return policies, client testimonials, certifications, and trust symbols which show that you conduct business with integrity.
• Confusion vs. Clarity - By emphasizing too many items on a Web page, we destroy visitors' ability to find key information and paralyze them from making a decision. Most sites and landing pages have poor information architecture and interaction design. Fixing major usability, coherence, and cognitive problems can have a major impact on conversion rates.
• Alienation vs. Affinity - A sense of belonging and being understood is a powerful motivator for people. The editorial tone of the landing page needs to conform to the visitor's values and beliefs. Any images of people should also help them to self-identify. Graphic color schemes should match the appropriate palette for their sensibilities. Button text and calls-to-action should also use the language of the target community. Bysegmenting your visitors and personalizing information for them, you're much more likely to appeal to their sensibilities and move them to action.