This presentation is an integral part of SEMrush webinar. For full video: https://youtu.be/Yhi7JXQU4no

1. SEMRush February 2018
Landing Page Psychology

2. SEMRush February 2018 2
Diectic Gaze
A person will tend to follow the
gaze of another person.

3. SEMRush February 2018 3
Diectic Gaze
A person will tend to follow the
gaze of another person.

4. SEMRush February 2018 4
Diectic Gaze
Other visual cues, like arrows,
have a similar effect

5. SEMRush February 2018 5
Items at the beginning (primacy)
and at the end (recency) are
more easily remembered
Primary and recency effect

6. SEMRush February 2018 6
Items at the beginning (primacy)
and at the end (recency) are
more easily remembered
Primary and recency effect

7. SEMRush February 2018 7
With multiple homogeneous stimuli,
the stimulus that differs is more
likely to be remembered
The isolation (von Restoroff) effect

8. SEMRush February 2018 8
You more intensely feel the loss
of something you once had than
the gain of something of equal
value.
Loss aversion

9. SEMRush February 2018 9
Multiple factors make this powerful
• fear of missing out
• vicarious due diligence
Social influence

10. SEMRush February 2018 10
Clear and predictable pricing
Clarity = Control

11. SEMRush February 2018 11
Clear understanding
Clarity = Control

12. SEMRush February 2018 12
Second person language (start
your trial) is better than abstract
language (start a trial)
First person language (start my
trial) better than second person.
First person language

13. SEMRush February 2018 13
These are suggestions that help
form the basis for testing
These are not hard and fast rules
to follow religiously.
Always test