mixed-feelings.pdf
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s feeling mixed feeling how to cultivate emotional engagement in web design interest anticipation vigilance serenity joy ecstasy pensiveness sadness grief distraction surprise amazement plutchik’s emotion wheel Emotions of greater intensity annoyance anger rage acceptance trust admiration boredom disgust loathing apprehension fear terror As a general rule, websites should cultivate these emotions 3 emotions to cultivate Joy Visitors need to feel safe when interacting with your site. You can build trust through brand- name endorsements, well-known referrers, trusted reviews, and third-party certifications. Happy customers mean well- engaged, repeat customers. Keep customers happy by offering valuable free content, valuable premium content, strong positive imagery, and well-written copy. Trust emotional factors that influence purchase decisions Humans are naturally curious. You can use this to your advantage when designing your site. Enticing imagery, trigger words, and premium content all help motivate visitors to become customers. Anticipation 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. + + 1. Build desire 2. Build loyalty USE THESE EMOTIONS TO … 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. 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 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. 40% 1965 1986 2007 38% 8% the decline of ad recall 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 were only able to recall 8%. This represents an 80% drop in recall ability. 30% 20% 10% 0% BUY NOW 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. People prefer to buy without thinking. If people are required to think too much when interacting with your site, you are exhausting them, and the unconscious mind doesn’t like that. the “thinking” factor WHAT TO DO: Make the purchase process easy. Narrow your product choices, cut out unnecessary information. the “risk” factor the “first impression” factor the “social validity” factor People have a natural aversion to risk. As a general rule, people feel loss more powerfully than they feel gain. The unconscious mind is preoccupied with safety. WHAT TO DO: Consider positioning your product as being the “safe” option over being the “new” option or the “revolutionary” option. People are highly influenced by their first impressions. People are primed by first impressions and the first things people say about a product. WHAT TO DO: Ensure that a customer’s first encounter with your business is as memorable and enjoyable as possible. People will follow the crowd. Unconsciously, the mind likes to move with the herd and see what other people like. People want social proof before they purchase something. WHAT TO DO: Provide your customers with proof that other people are buying (and benefiting from) your product. SPECIAL THANKS TO @jayehret, @smashingmag KISSmetrics is a powerful web analytics solution that helps you make smarter business decisions. Start your FREE trial at: kissmetrics.com/signup PEOPLE PAY YOU. NOT PAGE VIEWS. BUY NOW fight the decline of ad recall by forming an emotional bond with your customers! mixed s 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.
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Transcript of mixed-feelings.pdf
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sfeelingmixedfeeling
how to cultivate emotionalengagement in web design
interest
anticip
ation
vigilan
ce
serenity
joy
ecstasy
pensiveness
sadness
grief
distrac
tion
surpris
e
amazem
ent
plutchiks emotion wheel
Emotions ofgreater intensity
annoyance
anger
rage
acceptan
ce
trust
admiration
bored
om
disg
ust
loathin
g
apprehension
feart
erro
r
As a general rule, websitesshould cultivate these emotions
3 emotions to cultivate
Joy
Visitors need to feel safe when interacting with your site. You can build trust through brand-name endorsements, well-known referrers, trusted reviews, and third-party certifications.
Happy customers mean well-engaged, repeat customers. Keep customers happy by offering valuable free content, valuable premium content, strong positive imagery, and well-written copy.
Trust
emotional factors thatinfluence purchase decisions
Humans are naturally curious. You can use this to your advantage when designing your site. Enticing imagery, trigger words, and premium content all help motivate visitors to become customers.
Anticipation
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 importantand its
becoming more difficult to do. If your website isnt
tuned to resonate with your audiences emotions,
you could be losing business.
+ +
1. Build desire 2. Build loyalty
use these emotions to
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 businessBy cultivating all 3 emotions in your web design, youre able to boost conversion rates, decrease bounce rates, and grow your business.
In 1980, Robert Plutchik (a psychologist) created what is now known as Plutchiks wheel of
emotions to describe how emotions are related. A simplified version of this wheel is shown
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 dont necessarily foster the emotions they inspire visually.
40%
1965 1986 2007
38%
8%
the decline of ad recallStudies show that consumers arent able to recall advertisements as much
as they used toan indication that its 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
were only able to recall 8%. This represents an 80% drop in recall ability.
30%
20%
10%
0%
buy now
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 secondssometimes at the point of saleby relying on mental shortcuts
and unconscious emotional associations. Below are some emotional factors that can
influence purchase decisions. Special thanks to @jayehret.
People prefer to buy
without thinking. If people
are required to think too
much when interacting with
your site, you are exhausting
them, and the unconscious
mind doesnt like that.
the thinkingfactor
What to do: Make the
purchase process easy. Narrow
your product choices, cut out
unnecessary information.
the risk factor
the first impression factor
the socialvalidity factor
People have a natural
aversion to risk. As a general
rule, people feel loss more
powerfully than they feel
gain. The unconscious mind
is preoccupied with safety.
What to do: Consider
positioning your product as
being the safe option over
being the new option or the
revolutionary option.
People are highly
influenced by their first
impressions. People are
primed by first impressions
and the first things people
say about a product.
What to do: Ensure that a
customers first encounter with
your business is as memorable
and enjoyable as possible.
People will follow the
crowd. Unconsciously, the
mind likes to move with the
herd and see what other
people like. People want
social proof before they
purchase something.
What to do: Provide your
customers with proof that
other people are buying (and
benefiting from) your product.
s P e c i a l t h a n k s t o
@jayehret, @smashingmag
KISSmetrics is a powerful web analytics solution that helps you make
smarter business decisions. Start your FREE trial at: kissmetrics.com/signup
PEoPlE PAY YoU. NoT PAgE VIEwS.
buy now
fight the decline of ad recallby forming an emotional bond
with your customers!
mixeds
In this graphic, well briefly explore how to best
cultivate these emotions in your customers, and how
these (and other factors) influence purchase decisions.
