Once you understand why customers buy your products you are in a greater position to serve their needs and increase sales for your business. Every purchase we make is led by emotion and the need to solve a problem – whether it’s as simple as just being hungry or something more complicated – and getting to the root of that give you a way to increase your Conversion Rate Optimisation (CRO).
Customers want to know what value you can add to their lives, rather than all the features and extras you have to offer. And once you find the right formula that works for your product, converting enquiries into sales becomes a much more fluid process.
Carry out customer research
With customer emotion playing such an important role in decision making it’s vital to understand what is driving these emotions. This means carrying out some customer research to find out what drove them to choose the products they purchased.
Ask your audience questions (social media is a great platform for this) about what was happening in their life at that moment, what pushed them to look for the product and what they were using as an alternative before making the purchase. Find out what they would miss about the product if they could no longer use it and the most important factor they would highlight if recommending it to a friend or relative.
Create emotion-led content
As we’ve said conversion rate optimisation has a lot to do with emotion. You don’t have to completely overhaul existing copy to create emotion-led content that engages customers. Apply a formula that can be used to update old content and to create new copy so you have a structure that leads to more predictable results. A simple method is to ensure you address customer pain points and how using the product/service can help them resolve these issues.
Creating a picture of a desired outcome makes it easier for the customer to see the benefits of the product and increases the chances of them engaging with it.
Use designs that enhance emotional responses
Once you have the right messaging in place, you then need to consider the images that can help encourage the right sort of response. Try to keep things simple, as customers are exposed to a lot of marketing content every day and can be easily overwhelmed.
Use a high contrast between images and the content and ensure that the main hero image does not divert attention away from the call-to-action button (it’s also best to only use a single call to action per page). Having enough white space on the page also helps to let the content breathe and puts the focus on the copy you want the customer to see and respond to.
Always make the customer the central focus
Before launching a new service or product it’s a good idea to run through a checklist to ensure the page and content is centred on the needs of the customer.
You want customers to be able to quickly picture and feel the emotional outcomes of the solution you can offer – are they able to see it in the imagery and copy? Is the value immediately apparent and can it be directly applied to their lives or problems they are looking to solve? Ultimately you will be able to achieve your goals by ensuring customers achieve theirs first, so always make them the priority.
Conversion Rate Optimisation
Need some inspiration and help with this? Then take a look through the gallery of work that we have created for our clients for some inspiration or you could book a virtual call with our team by clicking here.