Leverage the psychology of desire and you’ll increase landing page conversions. Successful brands are already doing it – here’s how you can do it too.
To create desire for your product, you need to:
– show people how using your product or service will either reduce pain or increase pleasure in their lives
– reassure them that is a perfectly acceptable behavior to undertake.
Airbnb creates desire for their service by using beautiful product images. By using professionally-shot photographs that showcase the properties at their absolute best, they increase individual incentive to stay at one.
-> Adding appealing images, Airbnb increases expected pleasure/perceived quality and social approval for these non conventional accommodations.