that existing customers can access

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Tommy Hilfiger
Emotional arguments: Tommy Hilfiger

Emotional arguments can work with all kinds of promises. One of the most common is to use a slogan like Tommy Hilfiger's: "An Island State of Mind." This argument perfectly sums up the idea of ​​a lively, approachable and eye-catching product, but without the need to resort to other types of arguments.

The Tommy Hilfiger landing page is a conversion landing page . belize whatsapp phone numbers The main objective of the landing page is to ensure that the user registers and accesses the service. The landing page seeks new customers or the service itself.

Tommy Hilfiger hopes to attract young people in particular, hence the use of the slogan and image for young people. The relationship between the brand and the product is clear and the spirit of the slogan permeates the whole. Even with a very striking design in the central image, Tommy Hilfiger manages to draw the attention directly to the upper form, the central part of any conversion.

Basecamp
basecamp

Sometimes, emotional and rational arguments are almost identical; the same argument can have both an emotional and a rational charge . An example is Basecamp. Its landing page is clearly for recruiting, but it does not use a rational argument as usual.

The argument of the page is based on the effort that the website has to make to keep people on the same site. It is not an argument based on cost, investment or competitive advantages, no, it is an argument based on effort, something directly related to the emotional aspect. The selected image is aimed at that objective, highlighting the hard work that has to be done.

The whole is reinforced by a more rational message, based on numbers. The companies that use Basecamp, the number of companies that have joined in the last week, etc. All these elements refer to the more rational side of human beings, but they serve to complement the emotional message, the main one on the landing page.

As it is a landing page for attracting customers, on the right-hand side you can find the form that companies use to sign up. In this form you can find a common rational argument, that of free of charge. The price, as you will see later, is a textbook rational argument, since all users want to get a product at a lower price.

Rational arguments
Rational arguments, on the other hand, are those that use more tangible promises. Price, discounts, packs, 2×1 deals or offers fall within the world of rational arguments .

The particularity of the rational argument is that it is based, to a certain extent, on an emotional aspiration. The client must want something. The aspiration to achieve something is key to being able to use the rational argument later. Keep in mind that the argument is the last step that will be taken for the client to buy the product, that is, for them to convert.

We present 3 examples of rational arguments that will help you better understand this type of argument:

International University of La Rioja (UNIR)
BIND

Example of a rational argument from a book. Among the types of landing page arguments, the rational one is the easiest to find, since most sites use it. The International University of La Rioja is no exception to this use of arguments.

The main appeal of the UNIR landing page is the advantages of taking their studies online . Although it is more common to use the price, the discount, the teachers, the type of course and the discounts, they are another type of argument that works very well on landing pages for attracting customers with rational arguments.

This type of landing page uses arguments such as the number of teachers and their names, the full price or the discount for enrolling before a certain date, and the qualifications and skills acquired through the course itself. It is a typical case of a rational argument in which the most rational advantages of the product for sale, in this case, a course, are highlighted. Experiences, intangible promises or experiences have no place here; this is a different type of argument.

Vueling
vueling

Another example of a rational argument is the one used by customer clubs. The example of myVueling goes along these lines. It is a group of customers in which you can obtain advantages when purchasing if you are a member. The argument is completely rational, since it is not based on the emotion of the prize, but on the prize itself.

The advantage of obtaining benefits that the customer would not otherwise get. The advantages are being able to buy faster, earn points that can be exchanged for flights or save data on recent purchases. The rational part of the human being values ​​​​reaching what cannot be achieved in any other way.

Belonging to a group or club where these aspirations can become reality is therefore key to the rational part of human beings. Reason tells the customer that belonging to this club, myVueling, means getting all these advantages. Can a similar argument be rejected?

MDirector


The MDirector landing page, where they invite you to join and register, is another example of a landing page with rational arguments. On the left side we find the main arguments to convince the potential client to join the service. The arguments are displayed in the form of a list and with the main advantages: number of contacts, speed, price, limitations, competitiveness or number of shipments.

Rational arguments are the ones that work best on this type of landing page. Likewise, the headline “ Sign up and try our Email Marketing platform for free ” is a common example of a rational argument. The word “free” is usually typical on this type of landing page, since the price factor tends to be the one that most influences the customer’s conversion decision.

In addition to the message in the headline, the action button on the right-hand side of the form also reinforces this message. The free service, highlighted in the form, is once again the main argument for supporting the landing page . It thus attracts customers and highlights the main advantages of the service to ensure better performance with your acquisition landing page.

Choose your arguments and create your own landing pages. To do this, MDirector recommends trying Landing Optimizer, a tool that will allow you to create optimized landing pages for desktop and mobile in just a few minutes , easily and without the need for technical knowledge.