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How to use emotion to increase conversions

It may surprise you that most purchases come from powerful emotional triggers. Playing to customers’ and prospects’ emotions will have a bigger impact on sales than anything else, and putting more feeling into your promotional messages could have a positive impact on your sales. So start finding the emotional breadcrumbs that are truly important to your customers to address their pain points and connect with them on a deeper level. Let’s take a look at some example triggers that may help you win more conversions…

The altruistic trigger
Philanthropic statements appeal to buyers that want to shop consciously and social responsibility stories are most likely to sway them to buy. So, think about highlighting how your business is giving back to society or the planet by framing your messaging to say things like: ‘We only use local suppliers to support local business and reduce our carbon footprint’, ‘If you buy from us you’ll be supporting us in paying a living wage to our staff’ or ‘We donate 5% of the sale price on every product we sell to charity’. You may not have charitable initiatives set up like the last statement, but you’re probably not aware of how your business is giving back in some way. Emphasising even the smallest contribution you’re making to society or the planet, will appeal to the more mindful consumer.

The style conscious trigger
These buyers need to feel a sense of belonging, so incorporate trending and seasonal messages to motivate shoppers to purchase your product so they can feel part of the club. You can do this by crafting product descriptions and messages that reference current market trends. For example, ‘Trend alert: Gold. Who said disco dresses are dead?’, ‘Bring your kitchen up-to-date with this season’s hottest mosaic tiles’ or ‘Go rustic with these benches made of repurposed Champagne bottles and cases.’ By using on-trend and seasonal messaging, you show that you understand the market, customer needs and their buying motivation.

The inspirational trigger
Inspiring customers to improve their lives is a really powerful focus. Using a mix of positive statements along with subtle sentences that talk to their insecurities will drive them to buy your product to become a better version of themselves. This type of consumer is very aspirational, so think about how you can play to their driven nature. If you sell fancy dress, messages about being the best dressed at the party are highly appealing. Or if you sell stationary, talking to this group about being the most organised person that never misses a trick speaks to their ambition, and also indirectly talks to their self-doubt that they may not be as organised as they would like to be and could do better – a key influence to buy.

The pride trigger
Everyone has a sense of pride in life, work, family, friends and even appearance; so messages around why your customers deserve your product to improve their personal worth are massively influential. Help customers place their needs higher up on their agenda and remind them that they deserve to spend money on self-improvement so they feel actualised, smart and proud of themselves. Unapologetic acknowledgements that say: ‘Hey we know you’re busy but you deserve to celebrate all your hard work with a treat for yourself’ show you are empathetic and that you can help customers look after themselves more.

The urgency trigger
Creating a sense of urgency and scarcity around your products means people tend to place a higher value on an object that is scarce and of lower value compared to one that is available in abundance. So the urgency trigger is one of the golden influencers when it comes to encouraging fast purchase decisions. Including flash messages like: ‘Only three items left’ or showing that particular sizes or colours have sold out but others are still available, as well as telling customers they have limited time to order, all drive action and prompt them to buy. Also, don’t forget that offering discounts for a limited period gives buyers that fear of missing out, the anticipated regret of not being able to seize an opportunity.

At Volo, we want to help you understand your customers better so your business can take off. Start your ecommerce adventure today.
Contact us
Go back

How to use emotion to increase conversions

It may surprise you that most purchases come from powerful emotional triggers. Playing to customers’ and prospects’ emotions will have a bigger impact on sales than anything else, and putting more feeling into your promotional messages could have a positive impact on your sales. So start finding the emotional breadcrumbs that are truly important to your customers to address their pain points and connect with them on a deeper level. Let’s take a look at some example triggers that may help you win more conversions…

The altruistic trigger
Philanthropic statements appeal to buyers that want to shop consciously and social responsibility stories are most likely to sway them to buy. So, think about highlighting how your business is giving back to society or the planet by framing your messaging to say things like: ‘We only use local suppliers to support local business and reduce our carbon footprint’, ‘If you buy from us you’ll be supporting us in paying a living wage to our staff’ or ‘We donate 5% of the sale price on every product we sell to charity’. You may not have charitable initiatives set up like the last statement, but you’re probably not aware of how your business is giving back in some way. Emphasizing even the smallest contribution you’re making to society or the planet, will appeal to the more mindful consumer.

The style conscious trigger
These buyers need to feel a sense of belonging, so incorporate trending and seasonal messages to motivate shoppers to purchase your product so they can feel part of the club. You can do this by crafting product descriptions and messages that reference current market trends. For example, ‘Trend alert: Gold. Who said disco dresses are dead?’, ‘Bring your kitchen up-to-date with this season’s hottest mosaic tiles’ or ‘Go rustic with these benches made of repurposed Champagne bottles and cases.’ By using on-trend and seasonal messaging, you show that you understand the market, customer needs and their buying motivation.

The inspirational trigger
Inspiring customers to improve their lives is a really powerful focus. Using a mix of positive statements along with subtle sentences that talk to their insecurities will drive them to buy your product to become a better version of themselves. This type of consumer is very aspirational, so think about how you can play to their driven nature. If you sell fancy dress, messages about being the best dressed at the party are highly appealing. Or if you sell stationary, talking to this group about being the most organized person that never misses a trick speaks to their ambition, and also indirectly talks to their self-doubt that they may not be as organized as they would like to be and could do better – a key influence to buy.

The pride trigger
Everyone has a sense of pride in life, work, family, friends and even appearance; so messages around why your customers deserve your product to improve their personal worth are massively influential. Help customers place their needs higher up on their agenda and remind them that they deserve to spend money on self-improvement so they feel actualized, smart and proud of themselves. Unapologetic acknowledgements that say: ‘Hey we know you’re busy but you deserve to celebrate all your hard work with a treat for yourself’ show you are empathetic and that you can help customers look after themselves more.

The urgency trigger
Creating a sense of urgency and scarcity around your products means people tend to place a higher value on an object that is scarce and of lower value compared to one that is available in abundance. So the urgency trigger is one of the golden influencers when it comes to encouraging fast purchase decisions. Including flash messages like: ‘Only three items left’ or showing that particular sizes or colours have sold out but others are still available, as well as telling customers they have limited time to order, all drive action and prompt them to buy. Also, don’t forget that offering discounts for a limited period gives buyers that fear of missing out, the anticipated regret of not being able to seize an opportunity.

At Volo, we want to help you understand your customers better so your business can take off. Start your ecommerce adventure today.
Contact us