Conversion Rate Optimization-Review

Appealing To Your Visitor’s Emotions

To grow your business faster, you must invest in your conversion optimization skill sets and in ‘managed online revenue optimization and experimentation services to make this happen’.

The difference between high-growth and slow-growth companies is the skill sets they have to make it happen.

Brendan Moore Senior CRO Strategist@ CXL Agency

We are still on the ‘People and Psychology’ journey with CXL Institute. In my last post I wrote about website persuasion tips. In this post I am all about emotional and rational decision making. With time permitting we may also look at how your visitor scans or views your web pages.

:Sidebar thoughts:

But let me digress, just a little bit. Bear with me. When I got started on my conversion optimization learning journey with CXL Institute, I think I was rather naïve with what I thought would be the content of the minidegree training.

But, o my! The very first course was about people and psychology. it didn’t take long before I started to think, ” is this a course in spirituality, or what”? If you are coming this way in your digital marketing learning and you are not afraid of learning new jargon, then CXL is the place to be.

As I got deeper into the subject I became even more apprehensive. I had thoughts like, “is this digital marketing or this stuff is all about spiritual marketing! But the inner man in me kept urging me on.

Even with all those difficult persuasion terminologies, I encouraged myself to keep studying. To keep learning if I was to become good at this business. Today I am getting the hung of it. I can pat myself on the back. I have convinced myself that I can do this. After all my big book says nothing is impossible if I believe. So I believe in my potential and ability.

:End Sidebar thoughts:

Let’s not lose track of time and subject. We are studying conversion rate optimization as it has been given in people and psychology. From the context it sounds like a very difficult subject to handle. But wait. It just requires a new way of thinking.

Ok. I still think the course content and presentation can be modified a little. I am referring to the long section list on persuasion techniques. In its current presentation it tires the brain! I mean it’s jargon after jargon.

It’s like riding a bike on a long straight road without any exciting scenery on the sides of the road. Can you re-organize this section please? I think you have heard me. Thank you.

Alright now, let’s make progress. That very important alert to CXL faculty is done with and out of the way.

Did you know that people are into both emotional and rational decision making? If this is beyond you then you surely need to skill up or get help immediately in this area. As a business owner you need to understand this if you are going to scale up those conversions on your digital collaterals.

Yeah, you too are in that emotional spin. Just think about how you make those decisions. I bet you are not even aware which one’s kicked in every time you take that decision. Is it emotional or it’s rational. Let me own up. I too had no clue!

The big brain scientists tell us that our behavior as humans is more biologically driven than consciousness inclined. As a business owner you may want to deploy biological programming if you have to leverage this to your business advantage.

It’s not all logical….

Yes, you need the emotional too. You see, every decision you arrive at has it’s double sided view. I mean there are pros and cons to both factors in the decision making. Arriving at a decision to make a choice between two options requires both the emotional and the rational variable. If one is missing it’s difficult to arrive at a correct choice.

So, at the point of decision, emotions are very important for choosing. In fact even with what we believe are logical decisions, the very point of choice is arguably always based on emotion.

Excerpt from CXL Institute, Emotional and Rational decision Making

It’s important to understand that even though people tend to generally incline towards the rational, yet to a large extent they are not. That is why if you are going to use images in your marketing, use large images as they tend to appeal more to the emotion.

In selling a product our inclination must be to appeal to both the emotional and the rational factor. The concept is for you to bring out the emotion in your prospect so they can fall in love with the product on offer. But this must be coupled with rational justification for a sale to then take place.

So if the product sales offer is on your website, use largely emotional and inspirational content. Factor in the following:

• large images,
• headlines which are aspirational,
• your copy must be emotional driven by and large,
• back up the copy with specifics to help rationalize the decision,
• Above all ensure your website copy addresses both the emotional and rational sides for the required decision making.

How your visitor views your website

Ok. Now let’s look at another critical factor outside of the emotional and rational behavior. You have put everything in context. But when your visitor lands on that important page, will they be motivated to go all the way. What are they seeing?

Honestly I had no clue about what I have learned on the website presentation. All I knew was about slapping good copy on that blank canvass. And that’s it! Did you have any idea?

I never paid much attention to the way I scan a page every time I land on one. Things like most visitors start by scanning a page from the top left, going towards the center of the page then the right-hand side coming down to the middle then ending with the bottom right. Phew!! Did you know that? No? Then we have work to do.

I see you are still shaking your head. Go check your website and see what content you have in those directional positions on the website. If it’s not the important stuff. Let me know. I want to help you re-organize that very important page. You may be leaving too much money on the table. That’s not the way to grow a business. Let me help you and be quick about it!

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