In order to show the best possible marketing results, you need to employ emotional marketing in addition to data-driven decisions! As such, let’s go over how businesses can use emotional cues to boost their conversion rates.
Get to know your customers a bit better first
The only way businesses can use emotional cues to boost their conversion rates is if they are familiar with their customers first. And by that, we mean knowing more than just the ideal scope of your marketing audience! To appeal to someone’s emotions, you first need to know what they value. What they need and hope for. The sort of things that immediately click for them and which will let you build a genuine connection with them. You even need to be aware of the culture of your target customers since some of the cues you’ll be using can differ quite a bit based on this! Rushing into emotional marketing without a good understanding of your audience is far more likely to create a rift between you than it is to generate positive effects.
Use images the right way
Concerning the first way businesses can use emotional cues to boost their conversion rates, we need to cover some technical aspects first. You need to use authentic images with actual people, and you need to keep them static. No slideshows, carousels, or similar. They simply distract, and removing them is a good way to tweak your landing pages, too. Now, onto the subject of the images. Here, already, your audience’s preferences come into play. You should typically choose to pander to one of two things: their self-image or their preferred social interaction results. For example, a toymaker would either have a kid playing with a cool new toy or be surrounded by peers while they show off the toy they have. Or even a kid happily playing with their parents, since that’s the emotional cue that will draw in the adults.
Show openness and honesty
This is one of the more universal emotional cues irrespective of your customers, but honesty and openness are always highly effective. Customers do not like it when they feel like a business is ‘hiding’ something about their product. This drives them away, be it due to fear of being scammed or anger over thinking the business is trying to deceive them. So, you need always to be as thorough in the description of your goods and services as possible. List out all their characteristics and even break down the pricing. Businesses that include the price breakdown, and even include tax and such, typically have more success than businesses that just assign a price to their items and move on. The feeling that you are being fully transparent inspires trust and, in turn, generates higher conversion rates.
We want it now
Here’s another fun way businesses can use emotional cues to boost their conversion rates that can be used universally: emphasizing the speed and reliability of your business. You can’t focus just on the buying process since the post-conversion experience is important to customers, and you need to think about the next step as a result! The most important thing to modern customers in this purchase segment is how quickly they can get their products. If you can promise that you’ll deliver quickly, without delays, and actually do it, you will be able to capitalize on their desires perfectly.
Play with the fear of missing out
Another way businesses can use emotional cues is through the fear of missing out. This will mostly focus on social media marketing since the social media platforms such as Instagram is the best place to advertise a business, so you can feed your customers a steady stream of emotional cues using them. Here, too, you will ideally employ images while referring back to what we discussed about them. When modern customers see the ‘trendy,’ ‘exciting,’ and ‘new’ items you show off on social media, happily used by your current customers, they feel the urge to get them themselves. And since the modern shopper highly values instant gratification, they are more likely to impulse shop. This will easily boost all your key digital marketing metrics.
Build up a sense of rapport
You need to understand your audience to pull off these emotional cues, but if you do, it’s highly rewarding. You need to use examples and emotional language to show you understand their difficulties and desires in your product descriptions. And then immediately follow that up with exactly how your product or service can help make their lives better. This may sound like a basic thing to do, but in order to succeed, you really do need a high level of customer understanding. Otherwise, your emotional cues seem just corny and maybe even funny!
Pick out the right colors for your customers
Here’s a surprisingly tricky emotional cue to employ: color. It doesn’t sound that difficult, does it? Just slap some cheery and bright colors on your site and products and call it a day. Well, as the marketing experts from MoversTech CRM point out, this can very easily backfire. Different generations, customer groups, and especially cultures all attach different emotions and cues to colors. What might seem a nice, cheerful color to someone can, in fact, be associated with extremely dark moments in life. So, be mindful of the culture and preferences of the people you are targeting.
Work on enhancing the customer experience
The final way businesses can use emotional cues to boost their conversion rates is rather indirect. Namely, all you have to do is make your digital marketing a success by enhancing the customer experience. If your customers like the way your site and ads run and how smooth your sales funnel is, they are far more likely to buy from you. Their happiness translates directly into your happiness in this scenario!
The way businesses can use emotional cues to boost their conversion rates consistently
Now that we’ve gone over how businesses can use emotional cues to boost their conversion rates, we need to note one important thing. You need to put in regular work to maintain your emotional cues if you want them to work consistently. And by that, we mean you need to pay close attention to your customers. Their preference and views will shift slowly over time. This means that your current approach will eventually become outdated if you are not careful!