Richard Chapman brings you the latest in conversion rate optimisation trends and analytics news.

Are You Using Emotional Intelligence for the Dark Side?

Emotional intelligence is an incredibly useful skill to have when it comes to digital marketing, and if used considerately, it will nurture your users’ experience as well as their relationship with your product and brand.

But has your emotional skillset turned to the dark side? Jennifer Winter suggests that many marketers are currently using emotional intelligence (EQ) for a quick win, which in the long run will see your users visit you once but potentially not return because they have no real emotional connection to your brand.

Harnessing the dark side of emotional intelligence means that you are essentially using this skillset to manipulate. If you manipulate users to get what you need from them the likelihood is that they will not feel that subtle emotional connection with your product. Instead, concentrate on creating an excellent user experience that will build a solid relationship with users, and a trust for your brand that will bring you long term success.

Increase Conversions Using Psychological Triggers

In the world of data driven online marketing it’s often easy to forget that there are real people visiting your site, who make decisions based on emotional connection.

Online marketers are obsessed with traffic acquisition numbers and conversion rates. It’s easy to forget that your consumers are real people on the other side of the computer screen.

Neil Patel, The complete Guide To Understand Customer Psychology

In his latest blog for Crazy Egg, Nadav Dakner suggests that some digital marketers are missing the art of psychology. Dakner puts forward 7 examples of psychological triggers to draw in users and enhance their online experience.

  1. Reciprocity

Offer something of value to your user and you’re more likely to receive something from them. By offering content that is free and valuable to your customer, it is much more likely they will convert later on down the line.

  1. Scarcity

People are motivated by the fear they may lose something. So if a product is scarce, we will undoubtedly want it more. Adding a sense of urgency and scarcity to your product will inevitably see more conversions.

  1. Consistency and Commitment

By mirroring users’ previous actions they will feel a sense of understanding, and once they have committed to something the likelihood is that they will stick to their guns. Commit to your message and don’t deviate from it. Once you have a committed response from your user the likelihood is that they will continue to commit to your brand.

woman typing

  1. Authority

Use endorsements and accreditations on your site. As an authority in your field, users will trust your product if they can clearly see that others have too.

  1. Liking

Users will say yes to you if they can get to know you on a more personal level. Your About Us page is a great opportunity to find a common ground with users. Tell them more about you, your values, and backstory.

  1. Clustering

People cluster information together in order to remember it. Cluster messages together in your copy and your user is more likely to retain it and much more likely to convert.

  1. Social Proof

Use testimonials and reviews from other users to convince others to convert. With social proof, users are more likely to believe in the quality of your offering.

Looking for the Formula for Persuasive Landing Pages?

Amy Harrison from Unbounce recently revealed her formulas that can be easily pieced together to create landing pages that successfully persuade users.

formula on blackboard

Keep it unique

Tell a story that no one has ever heard before. By sharing content that is truly unique, your user will be more compelled to stick with you in the long run. Harrison revealed how she breaks down a product by its features as well as the way it will affect your user including opportunities it will offer, problems it could solve, and the emotional benefits it will have. By revealing exactly what your product has to offer in this way you will reveal the unique selling points of your offering.

Use symptom based language

Lead with symptoms instead of leading with your solution. By addressing symptoms first, you will find your customer agreeing with you and sharing their problem and identifying with them. This will paint you as an expert and lead to a more convincing landing page.

Create a happy ending for users

By clearly identifying the emotion that users could feel as a result of your product or service, you are instantly identifying your users’ pressure points and their fears. Will your product make them less stressed? Or make their life that little bit easier? The more specific you are when it comes to identifying how your product will create a happy ending for your users, the more persuasive your landing page copy will be.

More Conversion and Analytics News

Read our last CRO News Roundup: Use Your Landing Page To Tell a Story

Get expert advice on creating e-Commerce sites that convert. Download your free eBook: Independent Guide to Selecting the Right e-Commerce Platform.

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About the author:

RAR Nominated Finalist 2017 for Conversion Optimisation, Rich has more than seven years’ digital marketing experience. He has worked across a broad range of sectors with notable brands such as Halfords Autocentres, Scottish Power, Peugeot and Biffa. Rich specialises in Conversion Rate Optimisation & Analytics, and is Google Analytics (GAiQ) and IDM Digital Marketing certified.