Creating an emotional connection with your visitors and creating a strong feeling of want or need can be a powerful tool. People first decide based on their emotions and then consider logical factors that confirm their decision. Here are six ways you can tap into emotion to drive conversions on your site.
- REINFORCE FEELINGS OF CONFIDENCE
Website visitors dislike complicated web pages as soon as they see them. A complex website influences a person’s perceived confidence in their ability to make an educated decision in a negative way. The more assured your visitors are that they can accomplish a task on your site with ease, the more likely they are to follow through with that action. Design an easy to navigate site that builds up your visitors’ confidence.
- GENERATE POSITIVE FEELINGS
Positive behaviors can be reinforced and encouraged with rewards or incentives. When people are rewarded, it activates pleasure centers in the brain. Try giving away some freebies or coupons that they can instantly enjoy with their purchase. The initial appeal to buy will be roused by the coupon, and the savings from the discount acts as the reward for the desired behavior.
- MEET YOUR VISITORS’ NEEDS
Offering a product or service of interest is only half the battle as you attempt to connect with consumers. Create messages that convince visitors that you understand what drives them and you know how to improve their lives. To bond with visitors at a deeper level, learn their initial motivation.
- RECOGNIZE YOUR CUSTOMERS’ CHANGING NEEDS
People change over time in response to changes in their lives. By knowing which stage of purchasing your target customers are in, you gain insight into their interests and perspectives, allowing you to personalize web experiences and create more enticing offers. Segment customers based on the life stage they are in and tailor messages accordingly.
- MINIMIZE FEAR OF REGRET
Nobody wants to feel bad after finally making a purchase. Buyer’s remorse alone can be enough to keep a visitor from converting. Minimize the fear of regret by providing testimonials from customers that discuss positive experiences of doing business with your company. Offer a generous return policy or purchase guarantee and demonstrate your commitment to customer service. You can do little things to help ease your customers’ fears and allow them to confidently make a decision.
- ENCOURAGE THE CONDITIONS FOR ATTACHMENT
Companies that have managed to build an extremely loyal customer base develop the conditions for attachment: consistency, responsiveness and trustworthiness. To establish an emotional connection with your visitors, you must earn their trust, ensure that you are helping to fulfill an important need, and provide stress-free, enjoyable experiences.