Whatever innovations and trends come by, they only work if they are connected to something we’ve had around for ages – and that’s basic human psychology laws.

“Bring the old version back” – said every Internet user

Making changes on the website is always tricky. It seems there is no way to predict the success of any modification. If only things would be that easy, we’d never see tons of furious comments under every side upgrade of app modifications along with low conversion rates.

Well, it turns out there is a way to prevent that sack of angry reviews. Everything changes but human nature never does – you’ve heard that a thousand times. Let’s see 10 laws of human psychology that prove to work every single time.

Law #1 – Gestalt Principle

People love patterns. Striving to be creative, we want our design to be surprised and unique while ignoring basic human personality characteristics. We love when things repeat – this way they seem familiar to us.

Think of pop music. Why do you think almost every single successful song has very little words in the chorus but instead a really sticky melody – remember Taylor Swift’s Shake It Off? It’s nothing more than Gestalt Principle in action.

The example of Gestalt Principle in one of the most successful templates

Yeah, that’s right. As you see, you don’t need to repeat design ideas identically. What counts, is the basic principle. It’s okay to vary sides, color shades, sometimes even fonts, as long as the overall idea has a clear, readable pattern.

Law #2 – Law of Prägnanz

Just in case you are not familiar with the meaning of the German word ‘Prägnanz’, let us break it down. Basically, the law means that people like everything to be symmetrical (or close to that). That’s why we love seeing the examples of symmetry in nature or look at evenly shaped faces. People are evolutionarily predetermined to consider symmetry beautiful.

For landing page templates, it means building a couple of blocks that would be based on the symmetry. If you choose between a sophisticated design solution and a simple but clear option, go for the second.

Here are some situations where respecting this law is essential.

1. Choosing whether to offer one or multiple offers, go for one. For one thing, people get confused by choices and are likely to make no choice at all. Whether you offer to buy something, to create something or even pay for essay writing, go for one.

2. When thinking whether to add another section to the landing page, resist the urge. Less is more -, and this law only proves it to be true.

3. Everything that can be grouped together should be grouped.

See? One choice, one button. All kept nice and simple.

Law #3 – Make Von Restorff Effect your friend

We want our landing page templates to stand out, it’s clear. This urge to be different leads to various experiments with a background color and page layout. However, as the psychology principles prove, it will actually do more harm than good.

The thing is, people love white space. It is easy to look at and the elements, placed on it, really stand out. Wait, does it mean it’s not possible to experiment with colors at all? No, it’s not the case. Play with shades all over the landing page (but keep in mind the rule of three – no more than three colors per page) but for the main offer, go for traditional white.

Colors of content can be as different as you want them to be. For background, pick white.

Law #4 – Law of Past Experience

All of your visitors already have an idea of how a site should look. This includes some basic rules, so apparent that we don’t even notice their importance. Whatever site you are at, you know that contacts are at the down or upper section of the page, the main page goes the first in the menu, and the links open when you click on them.

Before changing anything crucial on your website, think of each landing page you use. What structure do they all use? Could it be that it’s not just a banal lack of thought but a sane logic, dictated by human nature? Your customer is not a clean sheet of paper. There are already expectations that you have to correspond to and rules that need to be respected.

Notice the placement of the ‘Sign In’ button. It’s not an accident, but the placement visitors are used to.

Law #5 – The Fitt’s Law

The goal of any landing page is to lead to a very specific goal – a purchase, an order, a filled out contact form, or an ebook download. If your website doesn’t meet the necessary requirements that help this objective to be met, everything else is useless.

Luckily, we have rules of psychology to help us out. According to Fitt’s Law, the probability of achieving any goal depends on:

1. The size of the objective

2. The distance between a person and a goal.

In landing page speak, it means correcting the size of the incentive and making it as accessible and possible. After you’ve polished your offer and made sure it’s attractive to the potential buyer, you still have to take care of design laws.

How do you make a goal more accessible in a landing page design?

1. Make sure the button is visible. Size, color, placement – it all matters. Wherever section of the landing page user is visiting, the main button should always be accessible.

2. What happens after the button is pressed? Well, for one thing – congratulations, your visitor is almost there. Still, there is a way to go before the goal is achieved, and your task is to make that way as short as possible. If there is a contact form, four fields are already too many, and only if absolutely necessary. Avoid redirects and redundant scrolls.

3. Many users use the keyboard instead of a mouse. Prepare your template for that, too. The most basic things are allowing your users to switch between form’s fields with keys and pressing ‘Enter’ instead of clicking ‘Send’.

Even billing form doesn’t have to be extensive.

Law #6 – Cost/Benefit Analysis

All the basics of behavioral psychology and economics are built on three simple principles:

1. In order to grow, increase disposure (grow your audience).

2. Decrease friction (make the goal easier to reach).

3. Increase incentive (create a clear benefit, give instead of taking).

Speaking of landing page design, it offers us a whole bunch of solutions – let’s take a look at some:

  • Give, don’t ask. Offering a visitor to subscribe to a newsletter gives no profit, the benefits are unclear. If you offer a fact-sheet, a checklist, or a full step-by-step guide, things become much better.
  • Make landing efficient. Each block has to answer crucial questions, participate in the decision-making process. If you put it there just because it looks nice, you might want to think again.
  • Add a block that describes the benefits. Make sure the advantages are explained clear and understandable for your audience.

To depict benefits clearly, add a dedicated section – like this one.

Law #7 – Langer’s study

Ellen Langer, a psychologist who studies an absent mind, shares an interesting insight. Two, actually. One – people are absent more often than not (somewhere around 50% of the time, for some more). Another one – you can turn it to your benefit if you know how.

People generally don’t like to trouble themselves with logical considerations. That’s why if you offer a compelling reason for your visitors to accept your proposal, they might just agree – literally without thinking twice.

it can be used in the following ways to improve a landing page:

  • Make a section that states one great reason to accept the offer. Below that block, you can place a section with more arguments, but they are going to be secondary. The killer reason should stand alone.
  • Don’t make people question the reason. That’s why it’s not a great idea to form this main reason into a question. Instead of ‘Do you feel like it’s time to have a dream vacation?’, try ‘Hey, it’s time to have a great vacation’.
  • Use automation everywhere where it’s possible. The fewer visitors have to think about their actions on the page, the faster they are going to make a purchase.

An example of efficient reasoning in a landing page template.

Law #8 – People place higher value in things they already possess

If your offer seems perfectly reasonable for you, it doesn’t mean it’s going to be like that for visitors. Here is the example: let’s say, you say a ticket to a two-day workshop. You know how much work was put in finding experts, planning the event, finding perfect locations, and great sponsors. Your customers don’t know that. In their head, your event still has to survive the competition between Netflix, a chill weekend in a bed, and a walk in a park. Put a high price on top of that – and you are as good as done.

Of course, putting prices down is not an option, or the project is going to be a loss. There is an alternative. You can explain your perspective to visitors and let them have an insight into everything that was done. That means designing a behind-to-scene block that allows customers to take a peek at what’s going on off the record.

Give users a possibility to stay up to date with your work

Law #9 – The perception of price is relative

Luckily. It means, even if your product is not exactly ‘the cheapest’ one, you can draw the attention away from the price and put the spotlight on something else. Here is the example.

Let’s say, you are selling an eBook for $10. It’s not so expensive, but a visitor might still think: ‘Why would I buy an eBook if I can just download something for free?’. By arguing and comparing your offer to the free alternatives, you risk making yourself look bad. On top of that, you’d be focusing on the price all over again which is exactly what you shouldn’t be doing.

What can you do instead? Add a comparison with the paid courses that teach the same things. Make sure your template has this comparative element but do not put your work together with the cheaper one, saying that yours is better. Compete with more expensive options. Again, the price is relative.

Law #10 – Answer visitors’ questions on your terms

Whenever potential customers are presented with an offer, they naturally have questions. Your task is not just to answer them but to do it in the right order, keeping the clear logic. Think what you would do if you were given the same choice. Ask yourself questions as you scroll through your template.

Now, notice which was the order in what the questions appeared. If you asked about price and instead had to read about award-winning services, perhaps, the blocks should be merged. If you are not sure whether the visitor will understand the purpose of the product or service from the first screens, add a new section or rewrite the existing one.

All clear from the first sentence.


Before making changes to your landing page, check whether it corresponds with the basic laws of human behavior. There are rules, and they exist for a reason. It doesn’t mean you can’t be creative. In fact, it will make your work even more attention-drawing since it’ll be easy to comprehend and comfortable to use.

Before you start making changes to your page, we have three last tips for you:

1. Think like your customer. Analyze any landing pages you visit and spot the patterns of your own feelings and thoughts.

2. Test the changes in your family and friends. If you have a possibility to create a focus group, that would be the best solution.

3. Evaluate the landing page conversion rate after each change and monitor the progress.

Now you are officially ready to perfect your landing page. Well, what can we say – go ahead and good luck!