Use emotion to sell more

Business Benefits

Improve customers’ emotional connection with your product to increase satisfaction.


Conduct surveys and talk with people that fit your customer profile to identify the characteristics of your online target audience.

Identify your target audience’s online behaviour and develop a strategy to communicate on an emotional level.

Add emotional triggers on the landing page to match and enact their emotional responses.

Use Google Analytics data to identify the type of content for your audience, keywords that work, or traffic sources.

Research successful competitors in your field, analyze their websites, and take note of their design characteristics.

Identify whether the website has a lot of free space, the colors they use, and the layout of the product. For example, if you’re looking at a competitor’s sneaker store, identify if the site is too busy with information or too airy, and what emotions it invokes.

Write website copy telling readers how they will feel when using the product.

For example, if you are selling shoes with a high price point, you could write a copy highlighting that the shoes will make the reader look even more attractive - implying that the reader already has great taste and looks.

Talk to your design department to select fonts that communicate emotions you identified and are fitting for your audience.

For example, if your reader needs to be in a good mood to purchase your product, select fonts without boldness or sharp edges.

Research color meanings and create a 2-3 color palette to use on your landing page to increase alertness or invoke specific emotions.

Create a video for your landing page that resonates with your brand values.

For example, if you are selling products to a young demographic, use humor, millennial symbolism, or phrases in your video to help them identify their emotions. Add upbeat and joyful music if you appeal to positive emotions.

Use images that direct readers’ attention from the top left towards the right in a zig-zag motion.

For example, use an image with a surfer if you want users to experience freedom, as their first interaction with the image will be focused on the surfer.