Hijacking Emotions to Increase CTR & Conversions

Having a tough time standing out or getting page visitors to convert? Have you tried hijacking their emotions to get what you want? Chances are you haven’t tried it yet.

Here is a breakdown on a few things that will stir up the right emotions to help you get more of what you really want… conversions!

I would like to point out that we seem to forget that humans STILL heavily rely on emotions when it comes to making ANY decision. From choosing what to eat to the color of our next car.  Although, you’ve got tons of data and experience in your field, when it comes to motivating prospects to make a decision, this primal area in the brain is what makes the final decision.

I’m here to show you how to target hearts, not heads. Because we know that behavior is not driven by logic or reason.

The Secret Psychology Behind Consumer Behavior

The limbic system

The limbic system is a part of the brain that handles instincts and moods. It controls the basic emotions (fear, pleasure, anger) and drives (hunger, sex, dominance, care of offspring). This is the area where our subconscious mind determines our behaviors and actions.

When you’re asked why you did something, your immediate response will be a rational conscious logical response. Something that makes sense to you. The REAL reason why you did something might not be too obvious, but it was something your subconscious mind pushed you to do. You can read more about this on Richman’s EGO blog.

Best ways to hijack your prospect’s brain

Now that we know that emotion is what drives action, let’s look at a few things you can start doing right now to hijack a consumer’s mind without them even knowing.

The Selection of Color and Images

When it comes to creating the visuals for an ad, website or brochure we tend to put together stuff that stimulates the left side of the brain. The left side likes data and details. We completely forget that logic and reason don’t make the final decision, emotion does! With that being said, when we design our visuals, we should really be working on stimulating the right side of the brain, which is the side that sparks emotions.

Choosing the Magic Color That Puts Them in the Mood

Colors have a HUGE impact on our emotions. That is why many restaurants and brands use certain colors to make you feel a certain way when you are engaging with them.

We can take a look at this amazing tool, Plutchik’s Wheel of Emotions. Plutchik created this in 1980 as a tool for understanding his psychoevolutionary theory of emotions. You can read the wheel by first recognizing that the main emotions are joy, trust, fear, surprise, sadness, disgust, anger, and anticipation.

Each emotion’s opposites are across from each other.

As the color gets darker, the feeling gets more intense.

Just like a regular color wheel, you can combine certain emotions to result in new ones. For example trust + joy = love.

So before you start worrying about all the details and benefits you offer, start by focusing on HOW you want your audience to feel like when they see your ad or visit your website.

When someone glances at your ad or opens up your website, they see color and images FIRST. That is the first impression! Not the data or details, the colors.

Would you like them to feel anger? Sadness? Interest? Joy? Trust? Fear? Optimism?

Selecting the right color can get help get your audience in the right mood to take in your product’s (or service’s) benefits and details.

Choosing Images that Stimulate

Right along with colors, images also affect first impressions. When a person sees text and an image, the brain will immediately focus on the content that sparks emotions, which is the image.

Using positive images will result in positive emotions.

Using negative images results in negative emotions.

The goal is to understand what emotion your user is looking to fulfill with your product/ service, NOT what product/ service they are looking for. Once you know the emotion, you can select images that express that same emotion.

One thing to remember is that your services or products ARE NOT EVER the end goal for your customers. Your services or products are merely the means to help them achieve their true emotional needs.

If your color and image selection can match the emotion that the customer is looking fulfill with your services you will have a higher conversion rate.

The user will feel satisfied with your visuals without even knowing why.

Choosing Words That Connect

Once your prospects have seen your ads or website’s colors and images, the final first impression thing they look at is the headings. Again, if your word choice matches the emotion they are trying to fulfill, your content has a higher chance of converting the right people.

Here are a few words that result in certain actions:

You can read Jon Morrow’s blog of 595 Power Words to get a full list of words that will spark emotion!

At first, trying to find the real emotional need that a customer has can be a bit tricky. Once you figure out what primal need your products/ services satisfy, focus on choosing colors, images, and words that match that need. This will increase your Click Through Rate (CTR) and conversions!

If you apply these tips to your SEO methods, then you’ll definitely see an increase in your business listing rankings!