How the Nudge Theory can supercharge your Open Day landing pages

3 min read

Have you ever felt yourself blindly purchasing a new item online, before even realising the confirmation email is in your inbox? Or craving a certain kind of lunch, not remembering where that idea has come from? Some of our most trivial – and sometimes our most important - decisions are influenced by simple psychological triggers and cues. Gentle nudges and reminders, pushing you to take certain options and head in certain directions. 

The good news? These techniques can be adopted to work in your favour too. To speak the language of your audience and harness the power of persuasion is no small feat, but by doing so in a smart, considered and ethical way, you can maximise the possibility of conversion and engagement. What we’re talking about is what’s known as Nudge Theory. And we’re here today to show how you can construct a landing page in a way that can alter a visitor's behaviour and enforce predictable results. Here’s everything you need to know… 

Analysis paralysis

One of the main reasons a student can postpone clicking your CTA is because they have been presented with a multitude of other choices within the same landing page. 

This is particularly relevant in your Open Day or application landing pages, where a visual hierarchy should guide the lead to the micro conversion of submitting a form or clicking a button.

An overload of choices and information can cause the brain to shut down, and can be easily avoided by keeping a clean, clearly labelled landing page with an actionable call to action. 

Belonging bias

Students can choose a college or university just to feel part of a group. Sounds obvious right? 

Being around other students who have the same goals or are passionate about similar things will make them feel more secure about the choices they make. 

You can enhance the sense of community and belonging of your institution by including relevant copy regarding your clubs, activities and societies on your landing pages. 

Social proofing in the form of testimonials and reviews will also enforce this way of thinking. 

Barnum/Forer effect

Continuing the theme of belonging, we tend to attribute general statements as if they are specifically written for us depending on how they are worded. By using words like ‘you’, ‘I’ or ‘us’, a landing page can be made to sound like a direct conversation with the prospective student. 

Focus on anxieties that a student might have about attending an Open Day, regardless of whether it’s online or on campus. Find a solution to that anxiety and, although you have written generically about it, the student will feel as though their individual needs are being met. 

Understanding these psychological triggers could be the difference between meeting your Open Day and other business objectives, and not. Adapting these in your next campaign, to simply nudge students along the conversion funnel, is a sure-fire way of increasing your conversions and ensuring you’re not missing any opportunities.

If you would like to speak to our experts about using Nudge Theory to improve your landing pages, or find out more, get in touch today.