Understanding how your customers brain works can give you an edge in the battle for share of mind.
Here is an insight that is pure gold… In 1974, two psychologists named Tversky and Kahneman were the
first to theorize and research what they called “the anchoring effect“: the tendency of the human mind to rely too heavily on the first piece of information presented to it (the “anchor”) to make subsequent decisions.
Why does that matter?
It matters for many, many reasons that can have profound effects on marketing choices… Among other things – the brand that gets into the mind first in a category often is very difficult to dislodge, line extensions confuse, and first impressions make a lasting impression.
Well – how does this apply to landing pages?
If you understand anchoring, you have the power to build much more effective landing pages. Here are three things to consider when building your next campaign…
- Present the most expensive item first – not last as most marketers do.
Because people read English from left to right, placing the highest priced item on the left ensures that people will see it first – making it the anchor against which to judge the price of the other items.
- Use anchors to put things in perspective.
A charity could use this strategy too by showing people the amount of money they spend on their luxury items compared to the low cost of a donation. Since 50% of our brain’s capacity is geared towards vision, the images we see on a landing page affect our emotional state profoundly. Images can communicate an idea, thought or feeling much quicker than text and can be used brilliantly with price anchoring.
- Avoid negative anchoring.
Whatever you are trying to sell – make sure your anchor text does not create expectations that will be obliterated when additional details of a purchase are disclosed. This will kill a sale every time.
Using anchoring correctly can make a huge difference to conversion rates. But as with all other elements – test everything you do against a control to make sure you are building pages that use anchors well.