Translate basic psychological concepts to creative messaging, channels, and processes to optimize your conversion goals.
Define your target audience, based on their core beliefs, attitudes, and intentions.
Use audience personas for a more in-depth target audience profile that covers psychological needs and pain points.
List the behaviors that you want to influence or achieve in your target audience.
For example, you might want website visitors to buy a product, renew a subscription, become a lead, or turn into a repeat customer.
Pick motivators and influencers that will contribute to your behavior change goals and mesh with your current behavioral UI.
- Loss aversion
- Incentive opportunities
- Pressure tactics
- Social influence
- Decision aids.
Brainstorm wireframes with spaces for each behavior influencer that you picked.
For example, the wireframe might include a large value proposition at the top alongside an image focusing on loss aversion, followed by social influence strategies like average ratings or a testimonial and a call to action that acts as a reinforcer for taking action.
Combine the best elements of your brainstormed wireframes into a landing page. Implement and test it.
Make sure that your messaging and behavioral influences are consistent throughout a visitor’s conversion journey.
For example, use the same type of loss aversion image or call to action in social media ads that lead to the landing page, and in the confirmation page after conversion.