Science of Conversion
Chapter 2: Use Emotion to Help Convert Your Visitors.
This is Chapter 2 in a series that will help you understand the keys to converting your website visitors into customers. For more, Click Here to read our Introduction to this series.
At Montana Banana, a Seattle Web Development shop, we talk about conversion in terms of ‘getting your user to do the thing you want them to do’. One of many components of that juicy statement is engaging the user. One easy-to-remember way to engage the user is by getting them to emotionally attach to your message. In other words, find an image that they can relate to.
Emotion as Vanity
Most industries cater perfectly to this. One of our clients, for example, caters to the Military. The imagery they choose identifies with why most military personnel enlist in the first place: To be the confident, badass stalwart hero. This hero shot (a double entendre) immediately calls out to the likely visitor.
While this is a compelling image, it is not calling anyone to action. It is simply raising an emotional reaction from the user. Nonetheless, the image should (and does) link to the product it depicts. By adding a Call-to-Action in a suitable place on this image, we turn this into a conversion tool. This is the way to convert your visitor: Ask the visitor to do something next to the place they are likely to look.
The ability to convert must be part of the process if you are using emotion as a conversion tool. All we have to do to take the next step is add that CTA. See the following screenshot. The blue button is the clear place the visitor should click. Notice the language on it “Shop….”–using a verb is a clear guide to the visitor to take action.
Emotion as Escapism
The obvious example here is beer commercials. Think ‘Swedish Bikini Team’. Emotion as Escapism should be the middle man that relates your offer to the visitor. In other words, your offer is on one side, the visitor is on the other side, and the emotional connection bridges the two. With escapism, the visitor is not likely to ever attain what the image is depicting.
Cute and sad puppies/kitties at a pet shelter or a beaming and confident young lady who looks eager to study can be perfect. See the following example of the latter. It is rarely the young lady who visits this page, it is the parent of the young lady. In the image, the parent sees a bright and confident future for her daughter.
Yes. Notice the CTA near, but not on top of the image. You want a confident child eager to learn? Then you need to click on one of these obvious buttons.
If you need help figuring out images that can work, call us. We can help with that.
Whenever we use a tool that helps the audience relate, we also need to show them a clear path to take action on their opinion. Convert that user to your customer. You will find that if you implement these suggestions and track the increase in converted visitors, your conversion will increase.
This is Chapter 1 in a series that will help you understand the keys to converting your website visitors into customers. For more, Click Here to read our Introduction to this series.