The potential to perfect the human mind has captivated imaginations for centuries. It seems that with the right tools, the right techniques and the right know-how, humans can become better, smarter versions of themselves.

People have even gone so far as to come up with concepts like “the 10 percent brain.” Individuals who adhere to this theory think that humans only use 10 percent of their brain’s thinking power—meaning there’s a possibility to tap into full capacity and improve cognition.

Although this is a nice dream, we’re not quite there—yet. For instance, did you know the human attention span is shorter than the goldfish’s attention span? Seriously, goldfish can stay focused for about nine seconds; humans can stay focused for about five.

What does all of this mean, though? In the world of websites, it means you have a lot of work to do in a short amount of time. Luckily, there’s a tried-and-true way to accomplish this—use a few psychological, science-backed secrets to create high-converting landing pages.

1) The Hero Section

A hero section is a prominent image, slider or text that draws a viewer in and provides them with vital information about your offering. A lot of the time, a hero section includes an image because humans process visual information 60,000 times faster than text. When you only have five seconds to grab someone’s attention, it only makes sense to use media that’s processed quickly.

Regardless of the type of media you use in a hero section, it should have three psychological components. First, it needs to match your overall offering. If your hero section does not match what led your prospect to your landing page, it’ll create cognitive dissonance, leading the viewer to abandon your site.

Second, it needs to produce a feeling. In psychology, there’s a concept called “modes of persuasion,” which were coined by Aristotle. Pathos is one of the modes of persuasion, and it simply means “an appeal to emotion.” If you want to convince your audience, you need to show them something that’ll create a specific emotional response.

The final thing you want to do in your hero section is to be authentic. Some consumers are tired of psychological advertising tricks, like the scarcity effect. Limited numbers and deadlines will still influence consumers, but they’ll inevitably turn others off of your product altogether. Instead, be genuine and present them with a value proposition they can’t turn down.

2) The Framing Effect

In 1981, two psychologists, Daniel Kahneman and Amos Tversky, published pioneering research on something called the framing effect. This effect states that individuals react in different ways to the same choice, depending on how it’s laid out to them.

In the study, participants were asked to choose one of two treatments for 600 individuals who were affected by a terminal disease. They were given two options, either “Treatment A,” where 200 people live, or “Treatment B,” where 400 people die. Interestingly enough, 72 percent of people chose Treatment A—the positive frame. In either case, the same amount of people passed away, but individuals preferred to think about the lives that could be saved instead of the lives that could be lost.

When you start to write the content for your landing page, you need to know what type of messaging to use. Determine which type of framing your audience reacts to more strongly, and then use this frame consistently throughout your entire website.

3) The Call-To-Action (CTA) Button

Towards the end of your landing page, you want to make sure you bring things full circle. There’s something in psychology called the perceptual set theory. Under this theory, humans shape their expectations in three steps. First, they select, meaning they decide what they are going to focus on. Generally, they focus on visual stimuli, which is why a hero image is so important.

The next thing they do is infer. Humans take in what they’re seeing and try to connect it to past experiences they’ve had. So, when someone looks at your landing page, after a time, they start to think of other landing pages they’ve seen—often subconsciously.

Once these two steps are finished, the mind interprets. It combines what it sees with past experiences to analyze the present experience. In this step, it starts to expect things. More specifically, minds start to anticipate a call-to-action (CTA) button—as every good landing page has one.

When you finally lay out your CTA, you want it to be clear, concise and easy to access. Your audience knows you’re going to ask something of them, so tell them exactly what you want them to do and show them how to do it.

On the Whole

You want your landing page to convert, and in order to do that, you need to understand how and why people act the way they do. To accomplish this goal, you can either conduct countless hours of research, or you can rely on a few underutilized psychological secrets.

With the three psychological principles above, you can take your landing page from underachieving to over-performing in no time.