Driving positive emotional responses to your website
https://www.linkedin.com/in/jennifersiddalltomlinson/ Research suggests internet surfers need just 50 milliseconds to form an opinion of your company after landing on your website. If it doesn’t generate happiness or surprise, expect to be swiped, clicked, or tapped into oblivion. We’ve become accustomed to making rapid decisions, especially online. Yet true to human nature, we still want emotional connections between us and the companies we support. Marketers must carefully plan to win engagement and attachment before users even know what they’re feeling.
Fine-tuning your customer’s heartstringsTugging at heartstrings from the get-go may sound impossible, but it’s not—as long as you involve your site designers and content creators from the beginning. Help them understand that you’re trying to generate empathy and trust. You want to elicit responses from customers’ innate senses the moment they open a browser. (LS Retail is working to accomplish this with its recently refreshed site.) When a prospect reaches your site, they should feel like they belong. Everything from images to language should align with the viewer’s beliefs and needs, which reassures them. You should pepper the language with triggers that encourage action by including genuine pain (or pleasure) points. No matter your level of brand recognition, you can still improve your emotional engagement with customers. You can’t expect emerging generations of consumers to behave like previous ones, so you should stay adaptable. Try some of these science-backed, artful strategies to make an immediate and lasting impact on your audience.
- Walk a mile in prospects’ shoes.
- Ditch manipulative storytelling.
- Encourage consumer participation.
- Back all approaches with data.