[Webinar] Creating Emotionally Relevant Customer Experiences - WiderFunnel & Evergage

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The document discusses how to create emotionally relevant customer experiences and optimize experiences for emotional relevance. It provides insights from research on how emotions drive decision making more than rational thought. It also presents frameworks like the Limbic Model and journey mapping that can be used to understand customer emotions and design experiences accordingly. The goal is to help business leaders apply these concepts to sell better using emotion.

Marketing

Creating Emotionally Relevant  
Customer Experiences
CHRIS GOWARD
WiderFunnel
Founder & CEO

Sell better using emotion 
 
How to optimize your experiences for emotional relevance

© 2007-2018 WiderFunnel Marketing Inc.
Raw material Imagery

© 2007-2018 WiderFunnel Marketing Inc.
BrandingRaw material Connecting
$0.01
 
per cup
$0.05
 
per cup
$0.80
 
per cup

© 2007-2018 WiderFunnel Marketing Inc.
$4.15Caffe Latte (venti)

© 2007-2018 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
“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

© 2007-2018 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome

© 2007-2018 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
“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

© 2007-2018 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
“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

© 2007-2018 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
The old way of thinking in brain research
Reason
Emotion
Instinct

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© 2007-2018 WiderFunnel Marketing Inc.
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Reason
Emotion
The new way of thinking in brain research
Instinct
Emotion

© 2007-2018 WiderFunnel Marketing Inc.
System 1 System 2
“Thinking Fast” “Thinking Slow”

© 2007-2018 WiderFunnel Marketing Inc.
“System 1 runs the show, that is
the one you want to move.”
Daniel Kahneman

© 2007-2018 WiderFunnel Marketing Inc.
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How can business leaders put this into practice?
That’s what we set out to discover.

© 2007-2018 WiderFunnel Marketing Inc.
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BJ Fogg Behavior Model

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Limbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.

© 2007-2018 WiderFunnel Marketing Inc.
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The Limbic® Model

© 2007-2018 WiderFunnel Marketing Inc.
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The Limbic® States
Limbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.

© 2007-2018 WiderFunnel Marketing Inc.
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The Limbic® Types
Limbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.

© 2007-2018 WiderFunnel Marketing Inc.
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How can this be applied?

© 2007-2018 WiderFunnel Marketing Inc.
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Journey Mapping

© 2007-2018 WiderFunnel Marketing Inc.
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Customer
Expectations
Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page

© 2007-2018 WiderFunnel Marketing Inc.
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Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page

© 2007-2018 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
First Impression
Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page

© 2007-2018 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
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

© 2007-2018 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
First Impression
Google Search
Home Page
Product Listing Page
Product Display Page
Competitor

© 2007-2018 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Google Search
Home Page
Product Listing Page
Product Display Page
Competitor

© 2007-2018 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
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

© 2007-2018 WiderFunnel Marketing Inc.
Ease
Quality
Learning
Trust
Value

© 2007-2018 WiderFunnel Marketing Inc.
Pleasure
Relaxation
Status
Ease
Quality
Learning
Trust
Socializing
Caring
Exploration
Discovery
Entertainment
Value

© 2007-2018 WiderFunnel Marketing Inc.
Control Variation

© 2007-2018 WiderFunnel Marketing Inc.
Control Variation
10.5%
8.6%
RPV
Transactions

© 2007-2018 WiderFunnel Marketing Inc.
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.

© 2007-2018 WiderFunnel Marketing Inc.
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.

© 2007-2018 WiderFunnel Marketing Inc.
Winning merged page design

© 2007-2018 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
A
Limbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.
B

© 2007-2018 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
-6.4%
+5.3%B
A
Limbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.

© 2007-2018 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
It’s now possible to sell better using emotion!

© 2007-2018 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Learn how to turn customer insights into  
revenue-driving experiments
 
Get new 28-page workbook
Email to: iwant@WiderFunnel.com
Subject: Workbook Please!

© 2007-2018 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Thank You
Learn more 
evergage.com
Free Personalization
Resources 
evergage.com/resources
Get a Demo
of Evergage 
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Website Redesign Horror Stories - The Top 9 Nightmares to Vanquish!

Chris Goward

Download this for free here: http://www.widerfunnel.com/blackpaper-horror-stories If you've ever been through a website redesign, you'll enjoy WiderFunnel's new whitepaper, which, in the spirit of Halloween, we're calling a "blackpaper." It's called "Website Redesign Horror Stories: The Top 9 Nightmares to Vanquish!" and is available as a free to download. We realized that, although we hear repeatedly from marketers about their horrible website redesign experiences, they're often not widely shared. It's so common to hear of the over-budget, late-delivery, and post-redesign conversion rate drops, that it's become predictable. Most marketers are not comfortable sharing their experiences publicly to avoid awkward situations at the office. But we, as impartial observers, can share the themes to help you avoid their situations. Check out the horror stories and how to avoid them!

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