Empowering Landing Pages with Human Psyche with Tim Ash
Hello marketers and landing page enthusiasts!
Welcome to the 22nd installment of the Marketing Microscope Podcast!
In this one, I am the solo host welcoming one of San Diego’s finest marketers, Tim Ash! Tim is a keynote speaker, author, and advisor. Prior to recording the show, Tim sent me two of his published books titled:
- Unleash Your Primal Brain: Demystifying How We Think and Why We Act
- Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
As you might assume, the topics of discussion in this episode are focused on landing pages and human psychology.
I begin the show by getting Tim’s expert take on the core responsibilities of landing pages, the most common types we see every day, and the unique functions they serve. I wasted no time in getting into the landing page book by asking Tim to elaborate on a few misconceptions about building landing pages – as well as the myth of the “perfect conversion.”
Spoiler: the “perfect conversion” does not exist!
As a copywriter who has written hundreds – maybe thousands – of landing pages, I got to share my expertise on how to formulate a reliable flow, then get Tim’s opinion. We were both in agreeance that a landing page should:
- Introduce the problem – or the visitor’s pain point.
- Discuss the solution to this problem, or as Tim put it “show them what heaven looks like.”
- Explain how you provide that solution better than everyone else.
To elaborate on identifying problems/solutions, Tim and I discuss how neuromarketing factors into this process, as well as the difference between buyer personas and roles.
We then get into one of my favorite topics in marketing: psychological triggers and how to use them to influence decision-making. Tim gives us a few of his favorite examples of how neuromarketing is used – then we wrap up segment one with some key tips on breaking into a niche market as a new brand.
After a brief intermission, we get right back into Tim’s book discussing critical evaluation. Tim provides a great analogy in that evaluating your own landing page is like evaluating your own child. We discuss some ways to get around this natural bias and really dive into the root of your landing page’s performance.
To bridge off this topic, Tim gives us seven key sins webmasters commit in building landing pages, as well as how it impacts human psyche.
We then switch gears to discuss web design as a whole – which involves some of the key trends and how it has impacted decision making. A great takeaway from this portion of the show is that design trends are not what influence human psyche – more that design trends are ways marketers are trying to better understand human psyche.
As the show winds down, Tim provides some excellent advice on what to do if your landing page is not converting – whether it’s getting tons of traffic or not. As in typical Marketing Microscope fashion, I ask Tim to provide some parting advice to newbie webmasters on fine-tuning landing pages. In short – check out the landing page optimization book!
Here are the links:
Are landing pages a part of your everyday work life? Are you interested to learn more about how human psychology factors into them?
If so, definitely check this episode out!