How to boost the performance of your sales pages thanks to Neuromarketing

First, what is neuromarketing?

Neuromarketing is the encounter between neuroscience and the art of marketing. It provides an understanding of how consumers' brains respond to marketing stimuli and aims to optimize marketing strategies using real data.

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Let's focus on cognitive psychology and thought systems

I recently listened to an interview with Romain Bouvet (doctor in social & cognitive psychology) during which he tells us about the 2 systems of thought and their importance in marketing

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“System 1” is fast, intuitive and emotional, while “System 2” is slower and more thoughtful

Here is an example:

• When reading (2+2), the 4 arrives unconsciously in your mind. This is called the fast way of thinking in psychology (System 1)
• On the other hand, if you read (12*18), there is nothing that happens to your mind, you have to calculate and that involves thinking. This is called the slow way of thinking (system 2)
  

System 1 is an unconscious system that activates a mental image, while system 2 is a conscious system.

These are 2 different treatments in our brain and when you activate 1 you do not activate 2 and vice versa.

To have an irresistible offer and increase your sales, you must always talk to System 1 with your prospects.

Unfortunately, the majority of companies do system 2, we don't understand their value proposition, the information is not in the right order, it's not clear, they put big blocks of information and get prospects to work(to be read)

This creates doubt and distrust in the brains of prospects and therefore the purchase is unlikely...

System 1, for its part, activates understanding and activates emotions.

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He gives a very good example in his interview:

Let's say we want to help children who are dying of hunger in Africa

He made 2 flyers to collect donations

• On the V1 he says “3 million children in a situation of famine”
• On the V2 he says “Her name is Meyya, she is from Mali, she is 7 years old and she is in a situation of famine”
  

Results:

• 2x more donations on V2 because we imagine Meyya (mental image) and it activates emotions (altruism)
• On the V1 “3 million children” our brain does not have the cognitive capacity to represent it, so no mental image so no emotion, therefore no action...

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This is what you need to do in marketing (not play on sadness) but adapt your communication to the brain and its ability to make decisions.

It can depend on the details, so I strongly recommend that you do A/B tests.

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Landing page template

Now that you know a bit more about different thought systems and understood the importance of having a clear value proposition.

I am sharing with you a Landing page template, created using neuromarketing and the results of the numerous landing pages we created with Gemeos

The landing page is divided into 7 sections:
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1. Hero header
2. Reinsurance n 1 (logos)
3. Benefits
4. Pricing/Offers
5. N2 reinsurance (testimonies & use cases)
6. CTA Banner
7. Footer

This template meets the 3 key stages of neuromarketing:

1. AROUSING ATTENTION

When your prospect arrives on your page, you have 10 seconds to get their attention.

This is the role of your hero header, it must be clear to allow the visitor to understand how your service or product is interesting for them.

2. PERSUADE the prospect

Once you have activated their attention, your prospect is emotionally focused and you can move on to the persuasion stage.

For the persuasion stage there is a very simple rule: Clarity, Clarity, Clarity!

• You should focus on the benefits of your product or service (Benefits Section)
• Don't sell your features, but the value they provide

Example: Steve Jobs during the presentation of the iPod Nano

❌ 1GB of storage in the world's smallest MP3 player

✅ +1000 songs in your pocket

Features talk about your product, while benefits talk about your customers

Show customer testimonials And case studies, it's a great way of persuasion. Showing a before and after will generate mental imagery and will get your prospect to project themselves.

3. INCITE action

Once you've caught the attention of your prospects and persuaded them, you need to encourage them to take action.

To do this, you must replace your Call to Action with Call to Benefits.

They will be used to reinject emotions and incentives to motivate your prospects to buy or fill out your form.

Examples:

A simple way to switch from one to the other is to add a “why?” in the middle:

Subscribe → Why? → To access the complete catalog

Don't tell your prospects to take action.
Tell them what they gain from taking action.

Conclusion

To sum up, the recipe for success for your sales pages lies in these 3 steps:

1. Get the attention of your prospect
2. Persuade him of the value of your product/service
3. Encourage him to take action