Use emotional targeting in landing pages

Contributors

@andre-luiz-nunes-vieira


Business Benefits

Create more anticipation for the products you are selling.


Create a spreadsheet with columns for Competitor, Website, Message, Color, Images, and Emotion Triggers.

Enter the names and website URLs of your five competitors.

Visit each of your competitors’ websites and enter your observations of their landing pages.

Note the tone and type of message conveyed in the copy, the predominant colors, the emotional content of product images, and the types of emotional triggers they use. For example, is the reader supposed to feel happiness or fear? Relaxation or concern? Rush or calmness?

Open your website analytics tool and identify the most purchased products on your website.

Open the landing page for the product and analyze it as you did your competitors’ landing pages, entering the results in your spreadsheet.

Conduct a SWOT analysis of your spreadsheet by listing the strengths and weaknesses of your landing pages, opportunities to take advantage of competitors’ weaknesses, and threats from competitors taking advantage of your own pages’ weaknesses.

Create a customer profile for your ideal target audience by gathering data from your website analytics and other audience analytics tools.

Identify their traits such as their age, values, preoccupations, what pains they are trying to solve, and how they go about solving their issues.

Use the customer profile to create an emotional content strategy to test on your landing page.

Use your SWOT analysis to adjust your content and create emotional triggers on your landing page, such as adding trust factors, creating FOMO, or increasing product scarcity.

Run A/B tests for a specified amount of time and adjust micro-conversions on your landing page.

Edit your images, text, colors, visuals, and emotional triggers in the text to find the best combinations. 30 days might be too much for high-volume websites. 60 days is probably too much for >95% tests out there since data pollution starts to kick in heavily after 30 to 45 days.

Analyze your A/B test variants with website analytics data and identify which elements or adjustments had the most impact.

Track button clicks or use heat mapping to identify portions of the landing page which were most used. Check if your changes had any impact on conversions.