Weitere ähnliche Inhalte Ähnlich wie [Webinar] Creating Emotionally Relevant Customer Experiences - WiderFunnel & Evergage (20) Mehr von Chris Goward (12) Kürzlich hochgeladen (20) [Webinar] Creating Emotionally Relevant Customer Experiences - WiderFunnel & Evergage2. Sell better using emotion
How to optimize your experiences for emotional relevance
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BrandingRaw material Connecting
$0.01
per cup
$0.05
per cup
$0.80
per cup
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“I think the most important impact
of my research is the recognition
that economic agents are human
and economic models have to
incorporate that.”
-Richard Thaler
2017 Nobel Prize Winner, Economics
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“We usually think of ourselves as
sitting the driver's seat, with
ultimate control over the decisions
we made and the direction our life
takes; but, alas, this perception has
more to do with our desires — with
how we want to view ourselves
— than with reality.”
-Dan Ariely, Behavioral Economist
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“People make a purchase emotionally
and defend the purchase rationally.
You must create the emotions necessary
to close the sale
backed up with the logic
of the decision to defend it.”
-Tom Hopkins
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The old way of thinking in brain research
Reason
Emotion
Instinct
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The old way of thinking in brain research
Reason
Emotion
Instinct
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Reason
Emotion
The new way of thinking in brain research
Instinct
Emotion
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“System 1 runs the show, that is
the one you want to move.”
Daniel Kahneman
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How can business leaders put this into practice?
That’s what we set out to discover.
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Limbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.
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The Limbic® States
Limbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.
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The Limbic® Types
Limbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.
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Customer
Expectations
Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page
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Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page
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First Impression
Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page
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Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page
45. © 2007-2018 WiderFunnel Marketing Inc.
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Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page
46. © 2007-2018 WiderFunnel Marketing Inc.
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Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page
47. © 2007-2018 WiderFunnel Marketing Inc.
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Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page
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Google Search
Home Page
Product Listing Page
Product Display Page
Client Competitor
Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page
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First Impression
Google Search
Home Page
Product Listing Page
Product Display Page
Competitor
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Google Search
Home Page
Product Listing Page
Product Display Page
Competitor
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Google Search
Home Page
Product Listing Page
Product Display Page
Competitor
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Client Competitor
Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page
Google Search
Home Page
Product Listing Page
Product Display Page
56. © 2007-2018 WiderFunnel Marketing Inc.
Pleasure
Relaxation
Status
Ease
Quality
Learning
Trust
Socializing
Caring
Exploration
Discovery
Entertainment
Value
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CLARITY: Headline is long, wrapping 3 lines.
RELEVANCE: “Try the Demo” – not referenced in
headline on demo page.
DISTRACTION: Unnecessary copy persuading
visitors to “try the demo”.
CLARITY: Details of what the demo includes
hidden within the block of copy.
URGENCY: No mention of “instant access”
CLARITY: No mention of “Free” on the page.
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DISTRACTION: “Try the Demo” CTA still at the
top of the page.
DISTRACTION: Unnecessary text block.
CLARITY: First form field is not auto-focused.
CLARITY: Are all fields required?
CLARITY: “Submit” is the worst possible CTA
button copy.
RELEVANCE: Inconsistent CTA design compared
to previous step.
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A
Limbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.
B
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-6.4%
+5.3%B
A
Limbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.
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It’s now possible to sell better using emotion!
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Learn how to turn customer insights into
revenue-driving experiments
Get new 28-page workbook
Email to: iwant@WiderFunnel.com
Subject: Workbook Please!
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