What was the last thing you saw that made you laugh?
Was it a meme? A YouTube video? Maybe something funny you saw on the street?
Now think of the last time a landing page made you laugh.
Can you think of an example?
In fact, studies show that most ads and content on social media, TV, and the Internet are based on humor. That means humor helps convert customers.
But does that mean that landing pages should be funny too?
Let’s dive deep and find out.
So, when does humor convert and when doesn’t it?
That’s a tough question, and the short answer is not as satisfying, but here we go: It all depends on your audience.
However, one thing is certain: Humor, and personality can increase conversions and influence consumer decision-making.
Here’s a great example of using humor in one’s landing page from Purple, the mattress company:
Looks pretty comfy, doesn’t it?
Simple, professional, and funny
Purple’s landing page is pretty entertaining to watch and read. It’s funny but it remains professional, conveying the benefits of the product with humorous copy and hard-to-miss branding.
On the contrary, humor for the sake of it, while great to make us laugh, might distract your viewers from the main goal of your landing page: conversions.
Let’s take a look at this example:
LingsCars is just so packed with information that is distracting. It has great deals, but it’s just too much information and so many colors that it just melts your retinas.
It sure makes us chuckle, and the site has become famous over the years, but its gimmicky approach to sales won’t likely suit everybody.
Conclusion: Be funny while conveying the benefits of your product in your landing pages and keep people focused on your end goal.
How does humor increase conversions?
Simply put, humor helps you raise awareness.
Jokes are unexpected, especially on landing pages. When visitors come across a joke, they stop analyzing the benefits and start responding emotionally to the content, making it easier for them to relate with both the brand and the product.
From a scientific standpoint, if our brain deems this information (your landing page) worthy of attention, it’ll dedicate more processing power to what you’re offering.
If you can make your visitors crack a smile or laugh, you’ve successfully captured their attention.
Take a look at Poo-Pourri’s landing page:
They make something seemingly awkward into something funny and natural
Funny examples like those from Poo-Pourri help you increase your visitor’s attention, which means they’ll give your product more thought, helping them recall your offer better and convert.
Besides, despite being funny, Poo-Pourri’s unique selling proposition remains clear throughout the landing page. They never cease to state how they help you conduct your business and emphasize the benefits of their product.
See another way they use humor in their landing page:
The unique selling proposition remains clear and the copy is lighthearted and fun
This is a great example of how humor can help you improve your landing pages, emphasize your unique selling proposition, and drive sales. The brand chose to speak clearly about what they do, how they do it, and the benefits of the product.
Besides, they add a shiny call-to-action below to convert visitors into clients right off the bat. However, it doesn’t look cheap or as if they were pressuring you to buy the product. After all, just like they say, “It’s only natural.”
Just keep in mind that, traditionally, marketers tend to write clear landing pages instead of clever ones, but the truth is that although cleverness can help you drive conversions, it feels risky and less tested than a clear, functional copy.
For instance, a case study from Copyhackers found that the clever option performed better than the clear options and that the most clever one performed better than less amusing variations.
Check this out:
This is the clear version
This is the most clever, best-performing option
So, why did the copy from this landing page perform better?
Because it talks directly to the visitor and addresses a pain point. It uses clear copy and adds a couple of zingers to make potential customers feel like they’re talking to a friend who is not only going to laugh at your story with you but also will repair your phone for a competitive fee.
Picture this: You broke your phone’s screen after a night out and you’re looking for a repair service. Chances are you choose the one that resonates the most with you.
Keep in mind that humor captures your prospect’s attention, makes them think about what you’re saying, and puts them in a good mood.
With that in mind, why not test humor near points of frustration and friction?
Since humor lowers the brain’s resistance to influence, using humor in your landing pages puts your visitors at ease and distracts them from the fact that they’re being marketed to. With a bit of humor you can catch your visitors off-guard, making them more likely to follow your calls to action.
Also, making your landing pages funny and relatable builds a connection. It works like when you trade funny stories with someone you’ve just met at a bar.
For instance, these are some points where some humor can help your pages perform better:
- Funnel entry points: Signup forms, email capture forms, lead flows
- Conversion landing pages: Cart pages, checkout, confirmation landing pages
- Support landing pages: Contact us, live chat, FAQ
- Checkout abandonment points: Unsubscribe pages, exit popups
All in all, humor makes people feel closer to your brand and shows personality.
But, there’s a caveat to using humor in landing pages.
It needs to be deployed strategically.
You need to have a clear idea of your buyer persona to make humor work. It’s also a good idea to cut humor in favor of clarity, but you can still be clear while being clever, just like in the examples we showed you.
In the end, your point is converting your visitors, which is why humor should never distract your visitors from the sale. It needs to motivate the sale and help present the benefits.
Want to learn how to make your emails fun to read?
Check out our post about humor in email marketing!