10 Ways to Increase Conversion Rates Using Behavioral Science

Businesses want conversions on their landing pages. Especially with new optimization strategies appearing everywhere, you need to hook consumers the second they land on your page.

But sales are low even if impressions are at their highest. The missing piece? A good, conversion-friendly change that can transform your page. Behavioral science has explored this for years, the impact of human psychology and behaviors in situations like buying a product or getting a service.

These small actions convert into profits for even the biggest organizations that deal with millions of visitors and high conversion rates. After researching behavioral studies, we have come up with the 12 best ways to increase conversion rates for your landing page. Without delay, let’s get into it.

What Are Landing Page Conversions and Why Do You Need Them?

Landing page conversions are basically visitors who complete the action you want to achieve. For example, if you are an e-commerce business, you will need your potential customers to buy the product from you. There are other desired actions you may have from your visitor, such as email sign-ups, demo requests, downloads, etc.

A conversion is only considered when the action is complete. If your lead just views your service/product and decides to leave, that isn’t a conversion. There is a formula as well that businesses use to calculate their conversion rates:

Conversion rate = Number of conversions ÷ Total number of visitors × 100

Now you must be thinking, the only reason why conversions are important is because of profits and sales. But that’s not the only reason why brands want conversions. Some other reasons include:

Create New Optimization Strategies: Once you know what people are responding well to, you can refine future landing pages according to conversion changes that worked before.
Maximize ROI: The budget you spend on your marketing needs to help you bring some business back. Landing page conversions make sure you get back your investment amount and more.
Get Customer Data: Customer data is extremely valuable. Storing the behavior of your users, making heatmaps, and making sure you understand what they want is always key to success.
Build Credibility & Authority: When you land conversions, you can easily get social proof. This shows that many people trust your brand and want to be a part of it for the long term.
Implement Better Marketing & Re-Targeting: People who may not have completed the action but might be revisiting your website every now and then can be potential conversions.

10 Ways to Increase Conversions On Your Landing Page

Behavioral science studies and research show that the following ways/changes work to make conversion rates higher on landing pages.

1. Use Social Proof

The social proof principle is how you can lead people to complete an action (convert) by showcasing testimonials, reviews, or user-related information. It is a strategy that makes the saying “Following Like A Sheep” true.

We as humans have an internal attraction toward real human opinions, which can influence our decisions. This is the most commonly used strategy by many businesses online and offline. Psychologists believe that in situations where someone might be uncertain (about a product they have never used before), they trust the opinions of others.

There is direct evidence for this strategy as well. Research by Wolters found that landing pages containing credible testimonials and reviews got increased conversions compared to pages that didn’t contain social proof.

The best way for your business to replicate this strategy will be to add testimonials, reviews, or direct user quotes above the fold of your landing page. If possible, try to include it just after your hero section to convert people within the first few scrolls.

2. Create a Sense of Urgency

Scarcity and urgency are the most powerful psychological triggers for many consumers. There are scientific studies that have actually analyzed why this happens. The actual secret is how brands create a sense of FOMO (fear of missing out) by making you visualize the fear of loss.

This always drives an emotional purchase or conversion on the part of the potential lead. The 2 main psychological and behavioral principles are FOMO and Loss Aversion.

FOMO: It is an anxious feeling you get when you think others are getting something you’re not. It pushes people to act fast, whether that’s clicking, buying, or signing up, just to avoid being left out.

Loss Aversion: People hate losing more than they enjoy winning. That’s why limited-time deals or “only 3 left” messages work so well; they make us move quickly to avoid missing out.

To apply this strategy, you can simply use pre-coded timer templates or sections that show how many of something is left (Only 3 seats remaining).

3. Simplify Decisions

One of the most common and damaging things a brand can do is offer 10+ services. The problem is, there is always a contemplation on the user’s part as to what they should get. This decision-making can actually keep them from getting converted online.

This is why on digital websites, businesses try to make choices easy by adding functionalities like grouping, filters, and navigational changes. In terms of landing pages, keep yours very simple, only focusing on the most valuable service you may be offering out of everything.

According to studies, this small change can be the difference between 1x or 10x sales and profit for your business. This might be a technique that may be a bit difficult for you to execute alone; hence, you can take the help of a PPC virtual assistant.

They are basically experts in paid marketing and can help you with basic to advanced optimizations. But just in case you want to apply it yourself, you can follow the steps below:

Group & Prioritize:– Bundle related services under 3–5 clear categories instead of showing 30 separate options.
Highlight the Hero:– Feature your most popular or profitable service up top as the “recommended” choice.
Use Visual Hierarchy:– Bigger fonts, bold CTAs, and simplified icons draw attention to priority services.
Add Decision Aids:– Use comparison tables, “best for” labels, or a quiz to guide users quickly.
Declutter the Page:– Remove distracting links, extra buttons, or long descriptions, keep the path to conversion obvious and short.

4. Use Anchoring to Influence Perception

The anchoring effect is a behavioral science principle that explains the influence of the first piece of information on the user. It is believed that if your lead is welcomed by a high-priced or premium item, they will keep that “anchor” in mind as a reference.

In comparison, if you set more options further down as the buying journey continues, the original anchor will seem more expensive and the current ones more reasonable. The most important part of this method is the placement of the anchor.

It is generally suggested that you start with a higher or premium product or service and end with more affordable options. This mid-range comparison is what gets final conversion rates from your landing page.

Here is how we suggest you structure your page:

Start With Premium First

Place your highest-priced or premium service at the top.

Follow With Mid-Range Options

Position your “best value” option right after the anchor.

Close With Affordable Choices

End with budget-friendly options that feel reasonable by comparison.

Highlight the Sweet Spot

Use labels like “Most Popular” or “Best Value” to guide leads toward the mid-range.

5. Highlight Benefits Over Features

Here is the other major principle that behavioral science has introduced, so businesses can understand consumer behavior better. The benefit framing principle in behavioral science shows that people respond more strongly to messages focused on what they gain rather than on product features. Instead of highlighting technical details, framing around benefits makes the value clearer and more persuasive.

For example, when a visitor sees that a software “saves 5 hours a week” rather than just “includes automation tools,” they can instantly connect it to their own goals and lifestyle. This emotional connection makes the benefits more tangible and increases motivation to take action.

It is generally suggested that your landing page emphasizes outcomes and improvements rather than specifications. By keeping the focus on how life becomes easier, faster, or more enjoyable, you move your lead from curiosity to conversion.

6. Build Trust Quickly

Building trust quickly on landing pages is essential because trust forms the foundation of decision-making. When visitors believe a brand is reliable and safe, they are far more likely to stay, engage, and convert. Behavioral science shows that trust develops through consistent, credible cues that reduce uncertainty and support reciprocity.

Why It Works As A Behavioral Science Principle

Trust activates areas of the brain tied to cooperation and reduced risk perception, making users feel safe in taking the next step. Signals such as SSL badges, certifications, testimonials, and transparent contact details ease psychological resistance. By lowering perceived risk, these cues encourage faster, more confident decisions and raise conversion rates.

Benefits You Can Get By Applying This Method

Boosts Conversion Rates: When visitors trust your brand, they feel less hesitation and risk, making them more likely to share details or complete a purchase. Visible trust signals, like security badges, real testimonials, and certifications, add credibility, reduce bounce rates, and encourage confident action.

Strengthens Brand Reputation and Loyalty: Establishing trust early shows your brand is credible and professional. It encourages visitors to return, recommend you to others, and form lasting loyalty. Trustworthy landing pages create positive experiences and emotional connections through transparency and authentic proof, driving engagement long after the first visit.

7. Utilize the Power of Commitment

The commitment principle in behavioral science shows that when people take an initial action, even something small, they are psychologically more likely to follow through with larger actions. This works because consistency is tied to self-perception; people like to see themselves as reliable and follow through with their choices.

Even minor commitments create a sense of ownership and accountability. Once a visitor takes a small step, like signing up for updates or trying a free tool, they feel invested and are naturally motivated to continue along the conversion path. This reduces friction and builds momentum toward higher-value actions.

Key Applications on Landing Pages

These are all the ways you should apply the power of commitment to increase conversions on your landing page:

Micro-Conversions First: Encourage low-risk actions like clicking a “Download Free Guide” button or completing a short survey.
Staged Engagement: Gradually lead users from initial interactions to higher-value goals, such as a paid subscription or product purchase.
Personalized Follow-Ups: Use automated emails or retargeting campaigns to reinforce initial commitments and guide users toward the next step.
Highlight Consistency: Remind visitors of their prior actions (“Thanks for signing up! Here’s the next step…”) to strengthen follow-through.
Incentivize Small Wins: Offer small rewards or recognition for early commitments, which increases motivation to complete larger actions.

8. Apply the Principle of Reciprocity

People naturally want to give back when they receive something first. On landing pages, this means that offering a small, meaningful gift, like a free guide, template, or trial, can create an immediate sense of goodwill and increase the likelihood of conversions. The effect taps into reward and social bonding areas in the brain, making visitors feel appreciated and more inclined to respond positively.

Behavioral research shows that even minor gestures work. In a classic experiment, participants who received a simple favor, a soda, were more willing to help the experimenter in return. In digital marketing, this translates to small value-first actions, like a downloadable resource or free trial, which can pave the way for bigger commitments like purchases or subscriptions.

To make this work on your page, focus on giving immediate, tangible value and clearly communicating it. Highlight the benefit the visitor receives and link it naturally to the next action (“Download your free template, start improving your workflow today”). Follow up with reminders or gentle nudges that build on the initial goodwill.

Across industries, reciprocity consistently drives engagement:

E-commerce: Free samples often prompt actual purchases.
SaaS: Trial periods lead to paid upgrades.
Education: Free content increases webinar and course sign-ups.

By leading with value and letting the natural human tendency to reciprocate do the work, landing pages become more persuasive and conversions rise without aggressive prompts.

9. Use Visual Hierarchy & Attention Cues

Visual hierarchy is like the structure of the landing page for better conversions. Many brands just randomly structure their landing pages, including all the essential sections, but in a random order. It is important to establish a sequence that follows the best possible principles of behavioral science.

The criteria for lining up your landing pages are selective. Always make sure that you base your visual pathway on color, contrast, directional cues, and layout. Hence, to make sure you get the best result, you can follow the layout below:

Headline + Subheadline

Place a bold, clear headline at the top.

Add a short subheadline below for extra context.

Primary CTA Above the Fold

Use a high-contrast button (2–3 words).

Keep it close to the headline so it’s instantly visible.

Hero Visual with Attention Cues

Show an image/product/person that reinforces your message.

Use subtle directional cues (gaze, arrow, line) pointing at the CTA.

Trust Signals Near Action

Place badges, testimonials, or logos close to the CTA.

These reduce hesitation and increase credibility.

Logical Flow Below Fold

Arrange content in order: Benefits → Social Proof → How It Works → Secondary CTA.

Keep layout clean with whitespace and consistent contrast.

In e-commerce, brands always use the “F-Layout”. This guarantees a better conversion and sales rate because of how it naturally leads the user to CTAs. Also, there are some other key practices like:

Using contrasting colors to highlight CTAs.
Placing directional cues (arrows, images, gaze) that guide the eye.
Keeping layouts clean, clear, and logical, with important info above the fold.

10. A/B Test Smartly & Apply

This is one of the most famous methods for increasing conversions on a brand’s landing page. A/B testing, in theory, means to create 2 landing pages for the same service, product, or purpose to experiment and see which brings in the most amount of conversions.

With implementation, more things are tracked, like higher user engagement, ROI, and visitor volume. This makes sure that the pages are judged fairly before settling on an option for increasing landing page conversions.

In many cases, A/B testing helps with measurable improvements that can help with conversions and not hinder any progress. Here are some benefits you can only get with A/B testing:

Boost Conversions: A/B testing can lift conversions by up to 37% by refining CTAs, headlines, and layouts.
Maximize ROI: Convert more from existing traffic without extra ad spend.
Ongoing Insights: Each test fuels smarter, data-driven improvements.
Lower Risk: Test one element at a time to avoid costly redesign mistakes.

Conclusion

Increasing conversions is not that easy if you don’t know what you are doing. But after you apply these 12 methods backed by behavioral science, you may see an improvement in your conversion rates for landing pages.

From social proof to A/B testing, these ways of increasing conversions and sales on your landing page are easy to achieve with just minor changes. However, if you are worried you might not be able to execute this in the best way possible, make sure you look into paid marketing outsourcing.

However, as a fairly new and budding business, you can start achieving better numbers by investing in good landing page layouts and content. Make sure you let your product/service shine and improve over time as you collect consumer data.