It’s not uncommon for many Americans or Japanese to see the landing pages of the other nation, and be very surprised by how different they are from what they are used to. That’s understandable, as they contrast each other in every way, from purpose, design, and the appeal points by the viewers. How, and why, are they so different? Let’s take a look.
Looking at the pictures above, you probably already see the uniqueness not seen anywhere else, but let’s break it down. The Japanese are quite the opposite from the Americans, as you’ll find out, being price-oriented, and looking for relativity, time exclusivity, and advantages shown in quantifiable data.
With decisions being affected heavily by price, companies tend to always put include a type of monetary benefit together with their promoted service or product. For example, ② and ③ offer the monetary value, stating that viewers will be receiving extra points for ②, and the first time usage being free for ③.
Japanese people need to know that this product is for them, and they decide that by looking for relativity. You will find many pages implementing sections which explains on how an average person benefited from the promoted offering, or explicitly stating the potential concerns that targeted customers may have. At the end of ③, it asks the viewer (salon owner in this case) if they have some particular concerns like the ones it has listed.
The land of the rising sun loves to do many promotions and campaigns throughout the year, as they know they work. Hence, they use the essence of limited time offerings as a way to bring people’s attention. Many would include something like “Free only now!” or “Sign up NOW and receive an extra cosmetic bag!”.
Information is very important for the audience in this country, and quantifiable data are held dearly. Surveys, reviews, popularity, sales numbers are some that are considered to be crucial statistics for the Japanese to decide whether to sign up or not.
Kawaii/Kakoii Using Vibrance
This element is probably what makes it stand out so much more from the Western counterparts. The design of their landing pages are complete opposites to the American: flashy using vibrant colors and focusing on a kawaii/kakoii (cute/cool) look.
Instead of having a clear set layout with simple texts, the Japanese versions use moving elements all over their page, from videos, images, CTA (call to action) buttons, diagrams and many more. They focus their efforts into making the landing page a visual art; something interesting to see while being very informative.
The Use of 漢字 (Kanji)
Now you may wonder if it’s actually being able to convey the message with the usage of very less words, but this is where the beauty of the Japanese language comes into play. The language, in contrast to the US, is logo graphic, hence they allow to convey a deeper meaning using a much smaller space, compared to English.
Take a look at ① for example. Just the big black text alone says: “You have a chance to win every week! The biggest jackpot in the history of the lottery, a max of 1,200,000,000 yen for the winner!”
It’s very difficult to create a similar design of big texts with less words, while expressing the same message, using English.
In the US, the biggest factor that is taken into consideration when consumers decide to be sold on the product being offered is trust. Where there is no trust, conversion won’t be happening, and this applies greatly for landing pages.
The questions viewers will be asking themselves are:
- Is this product/service trustworthy? Does it have a long history or award?
- Why should I choose this one instead of another?
- Any chance of scam?
You can see that American LPs tend to have a very professional and simple look, using a few number of colors and keeping the page without any extravagant elements.
SNS Hyperlinks and Certification
In order to create repeaters, the pages tend to implement social links for you to follow their SNS to keep you coming back for more. Not to mention, in order to satisfy the viewers want for trust, they tend to put certification, or sponsor from another company in the page, in order to further increase the confidence of the customers.
Not Affected by Price
Many of the landing pages don’t focus much on the price, some don’t even mention it at all. That is because the viewers in the western market aren’t affected greatly by this factor. A small decrease wouldn’t be anywhere near the effect the element of trust could give. In fact, some may even doubt the reliance of the product if it had a suspicious amount of price being deducted.
The two play a completely different role to customers that are poles apart of each other. You can consider the American version to be an extension of its homepage with its professional and simple style, while the Japanese is more like a pamphlet: standing on its own to advertise a product in a flashy fashion. Whichever market you choose to operate in, it’s important to understand the differences, and localize your marketing approach as you see fit!
But How Do I Create an Effective Japanese LP?
It must be challenging to make an effective landing page, even if you know what the people value. In order to have an efficient marketing approach, you must have an organized process in mind to create the most cost-effective landing page. I’ve written a complete guide on how to create the lead-getting Japanese landing page, check it out: