How to Convert More Customers Using Emotional Targeting
Before designing a customer journey or optimizing even a landing page, the first thing we do at Conversioner after analyzing the data, is ask ourselves “why do people buy products?”. We ask ourselves this every single time and remind ourselves that people buy with emotion. Whether it’s to feel part of a community, feel safe, loved or boost our self esteem, everything we buy in life has an emotional reason behind it. This understanding is key for conversion optimization but marketers often forget this and lose out on revenue as a result.
Conversion optimization is not just about increasing conversion rates but about building a user journey that focuses on the customer’s intent and needs.
In the past few years, we’ve moved into a more automated world, analyzing behaviors of customers and visitors but we aren’t putting enough emphasis on intent and strategy. As I explain in my recorded session below, the majority of online landing pages focus on pricing, sales, features and products, but emotional targeting is all about the customer. When designing a landing page and optimizing a funnel, the best results will only be achieved by combining both the behavioral aspects and the emotional ones.
The formula: First, analyse the data to find the leak in your funnel with behavioral analysis. Then use emotional targeting to optimize it and fix it.
To successfully leverage emotional targeting, there are 3 main pillars:
1. Making it about the customer
This is the difference between – “This is what we do/this is the product” and: “Here’s how your life is going to change for the better”. Check out the full recording below to dive in further to Piktochart’s case study:
2. Show it, don’t just say it
It’s not enough to just tell people how their life will change – you have to make them feel it. Our brains comprehend images far faster than text, which is why the image should also make you feel that change. No longer: This is what the product looks like. New image: This is the result (how your life will change for the better)
3. Test concepts, not elements
A/B testing and conversion optimization is meant for acquiring knowledge and getting to know our customers better. The test results are just another benefit we get from testing. Unfortunately in order to acquire knowledge, you have to test better. First you have to start with a hypothesis and only then, once you’ve tested a “big” change you can move on to testing iterative changes.
Each pillar has a direct result on the customer’s journey and our conversion rates. In order to really get to know your customer and create a better journey for them you must start thinking about your customer’s goals and needs, not your own.
Constantly ask yourself, what is my customer’s goal and how can I get them there?
At the end of the session you can also gain a few insights from the quick landing page critiques I did for some of the attendees. What was your greatest take away from the event?