Emotion’s Effect On The Decision-Making Process In Online Sales
The following was an article submitted to Forbes by Neil Patel and published on November 6, 2014:
Most digital marketers aren’t all that touchy-feely when it comes to improving online sales. Most of our time and effort is spent looking at data and running A/B tests. But emotion — the “touchy-feely” — is a very important part of conversion optimization and online sales.
For sake of clarity, this article deals primarily with landing pages, those pages on the site that have a call-to-action for a specific conversion action.
Emotions are an unavoidable factor in online sales.
Humans are emotional. That’s all there is to it.
It logically follows that the decisions that humans make online involve emotions
Even someone who claims to be impervious to emotion has to deal with the impact of emotions on his or her thinking.
Analytical thinkers are able to weigh the advantages and disadvantages in a given decision. In so doing, they distance themselves from the emotional component of the decisions. However, they cannot completely eliminate any emotional involvement.
The factors that influence decisions are never just a cold list of pros and cons. Decisions are also influenced by our memory of past event experiences and the feelings that we had during those events. Emotion, then, sneaks in every so subtly. It influences the entire cognitive milieu of the decision-making process.
The bottom line is this: We make emotional decisions. That’s neither good nor bad. It just is.