Click me

Mixed Feelings - Emotional Engagement In Web Design

MIXED FEELINGS OKISSmetrics how to cultivate emotional engagement in web design PSYCHOLOGY SUGGESTS that most people buy according to how they feel about a product (their emotions) rather than logic. Cultivating an emotional bond with your customers is important-and it's becoming more difficult to do. If your website isn't tuned to resonate with your audience's emotions, you could be losing business. In this graphic, we'll briefly explore how to best cultivate these emotions in your customers, and how these (and other factors) influence purchase decisions. PLUTCHIK'S EMOTION WHEEL ********* In 1980, Robert Plutchik (a psychologist) created what is now known as "Plutchik's wheel of emotions" to describe how emotions are related. A simplified version of this wheel is shown Emotions of greater intensity below. According to Plutchik, there are 8 primary bipolar emotions: joy versus sadness; anger versus fear; trust versus disgust; and surprise versus anticipation. These emotions can also be expressed at different intensities. Note: the color values used in this emotion wheel are arbitrary and don't necessarily foster the emotions they inspire visually. As a general rule, websites should cultivate these emotions serenity interest joy anticipation ecstasy vigilance grief amazement sadness surprise pensiveness distraction 3 EMOTIONS TO CULTIVATE NEW Anticipation Trust Joy Visitors need to feel safe when Humans are naturally curious. You use this to your advantage when designing your site. Enticing imagery, trigger words, and premium content all help motivate Happy customers mean well- intera with your site. You can build trust through brand- engaged, repeat custo customers happy by offering mers. Keep name endorsements, well-known valuable free content, valuable referrers, trusted reviews, and premium content, strong positive imagery, and well-written copy. visitors to become customers. third-party certifications. USE THESE EMOTIONS TO ... NEW 1. Build desire 2. Build loyalty Combine anticipation and trust to build a strong desire for your product or service. Combine trust and joy to boost customer retention, loyalty, and engagement. 3. Build your business By cultivating all 3 emotions in your web design, you're able to boost conversion rates, decrease bounce rates, and grow your business. THE DECLINE OF AD RECALL BUY NOW Studies show that consumers aren't able to recall advertisements as much as they used to-an indication that it's more important than ever to form an emotion bond with your customers. In 1965 it was estimated that consumers were able to recall 38% (about 1/3) of the ads they saw. In 2007, consumers 38% 40% . were only able to recall 8%. This represents an 80% drop in recall ability. 30% 20% 8% Fight the decline of ad recall by forming an emotional bond with your customers! 10% BUY NOW 0% 1965 1986 2007 EMOTIONAL FACTORS THAT INFLUENCE PURCHASE DECISIONS Up to 90% of purchase decisions are motivated by unconscious emotional response. Research suggests that the majority of purchase decisions are made unconsciously and in a matter of seconds-sometimes at the point of sale-by relying on mental shortcuts and unconscious emotional associations. Below are some emotional factors that can influence purchase decisions. Special thanks to @jayehret. The "thinking" The The "first The "social factor "risk" factor impression" factor validity" factor People prefer to buy without thinking. If people People have a natural People are highly People will follow the aversion to risk. As a general influenced by their first crowd. Unconsciously, the mind likes to move with the are required to think too much when interacting with rule, people feel loss more impressions. People are powerfully than they feel primed by first impressions herd and see what other your site, you are exhausting gain. The unconscious mind and the first things people people like. People want social proof before they them, and the unconscious is preoccupied with safety. say about a product. mind doesn't like that. purchase something. WHAT TO DO: Consider WHAT TO DO: Make the positioning your product as WHAT TO DO: Ensure that a WHAT TO DO: Provide your purchase process easy. Narrow being the "safe" option over customer's first encounter with customers with proof that your product choices, cut out being the "new" option or the your business is as memorable other people are buying (and unnecessary information. "revolutionary" option. and enjoyable as possible. benefiting from) your product. SPECIAL THANKS TO KISSmetrics @jayehret, @smashingmag PEOPLE PAY YOU. NOT PAGE VIEWS. KISSmetrics is a powerful web analytics solution that helps you make smarter business decisions. Start your FREE trial at: acceptance trust admiration ----- anger annoyance ---- rage terror fear loathing apprehension disgust boredom

Mixed Feelings - Emotional Engagement In Web Design

shared by caldwell on Mar 12
Psychology suggests that most people buy according to how they feel about a product (their emotions) rather than logic. Cultivating an emotional bond with your customers is important—and it’s beco...




Did you work on this visual? Claim credit!

Get a Quote

Embed Code

For hosted site:

Click the code to copy


Click the code to copy
Customize size