The Low-Hanging Fruit to Faster Website Conversions? Emotional Intelligence.
Let’s start with some cold-hard truths: Marketing experts who use their data to make generalizations about users, will soon feel the sting of their inability to personalize.
It may occur that the brand received a quick influx of visitors, but not long after this first-wave, the users will slowly begin to drop off.
So, what happened?
The problem is straight-forward: The companies made the mistake of deeming each customer as a single entity – one autonomous being who is implementing your platform for one gain.
Take this scenario as an example:
You are about to grab lunch with a good friend and using the data you already have, you plan everything you will say to her over coffee in advance. You’ve really analyzed and tracked, so you know the likelihood of her talking about her work, family, and boyfriend. Once you’re there you resolve to stick to your guns – after all, you’ve done your homework. You ignore everything she says. You are blind to her body language. You focus on getting your message across the way you planned it.
Now you’re either sitting alone at a coffee table or you have a friend that thinks you’ve lost your mind.
Prospective customers are people too:
There’s no magic formula to read the mind and convert every prospective customer that visits your site or engages with your app. There is, however a proven formula for turning them off really quickly: Ignore them completely.
Take for example, the Netflix affect. In the summer of 2011, Netflix ignored their customers and went ahead with splitting its DVD and streaming channels, increasing prices by 40%. What happened?
As reported by Business Insider, Netflix lost a whopping 800,000 subscribers, their stock price fell to less than half its previous value, and the company became one of the 10 most hated companies in America.
Unfortunately, most sites and apps do exactly this – they optimize for past behavior but not for the here and now. They don’t pay heed to what their customers are asking them and they stay blind to the obvious cues visitors give as they navigate and engage. Gaining website conversions becomes an unnecessarily inefficient ‘numbers’ game that relies on big data, landing pages and little else. No wonder most people never get past the first page they land on.
Tout Your Brand’s Empathy:
Most sites have the empathy of an answering machine.
Think I’m exaggerating? Take Amazon for example. Yes, mighty Amazon. When you sign in, they change their site to fit your profile, history and preferences based on years of data on you. Great start: this ‘big data’ they have on you will set the tone. But it will not give them a clue about whether you have only 5 minutes to buy a book before class, or if you have 45 minutes to browse and buy that same book for your summer holiday.
The difference can be a shopping cart with $10 of value vs. one with $50. It’s like walking into a store and having the salesperson repeat mechanically the same things over and over no matter what you do or say.
For a B2B company the impact of having a static site can be much more dramatic. They can fail to convert an account worth thousands of dollars in ARR simply because their site is optimized for big data but has no emotional intelligence. This is where empathy marketing needs to come in.
Knowing and reacting results in Emotional Intelligence: the low hanging fruit to better website conversions.
There’s a better, faster way. The path to web conversion invariably starts with big data. Smart companies know this. However, keeping your prospect moving along this path is largely dependent on knowing the behavior that happens right there & then – behavior big data alone can’t predict – and having the ability to react to it.
It is the simple act of opening your senses to what visitors are doing.
Change the game:
Invest a fraction of the effort that goes into the typical optimization practices and open your senses to visitors to react to what they do in the moment and you’ll see a significant increase in engagement and conversions.
- Liberate IT from the burden of the never-ending site “optimization enhancements.”
- Put your marketing and lead conversion teams in the driver’s seat.
- Give the business side a fast-to-market approach to optimization, where knowledge of visitor intent results by harmonizing big data, best practices and real time behavior.
- Give them access to easy-to-use tools to apply this knowledge to make the site’s content react to real time behavior without help from IT and in minutes.
- Provide instant feedback so they can fine-tune their reactions to visitors to get smarter and maximize impact.
In the end, it’s the little details that make a great difference. Marketing optimization, done by skilled marketing agents, often misses the mark on monitoring the Emotional Quota of their audience. Without emotional intelligence, the likelihood of keeping clients engaged becomes less than probable.