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When it comes to CRO and optimization in general, we’re constantly thinking about how to grow our numbers and scale the business. Using various techniques and tools, we push forward to acquire more customers and generate more revenue.

So, it’s great that businesses want to generate more revenue and grow, but customers don’t really care about that. There are many competitors out there selling the same stuff and trying to grab their attention. How do you convince your visitors to invest in you?

If your answer is “we have amazing features” or “we’re cheaper than our competitor”, allow me to stop you right there. You’re doing it wrong.

Research done in the past 35 years shows that emotions “powerfully, predictably, and pervasively influence decision making” ( Lerner et. al. ).

In fact, recently, neuroscientist A. Damasio studied individuals who had brain damage in the area that generates emotion. When asked, these people found it difficult to make even simple decisions, such as what to eat (pasta vs. a sandwich).

The research highlights the fact that those who base their marketing on pure logic and reason are doomed to only go so far because they do not understand what truly motivates people’s decision making processes – emotion .

“Hence, in order to have anything like a complete theory of human rationality, we have to understand what role emotion plays in it.” — H. Simon, 1983, Reason in Human Affairs

Marketing, and CRO specifically, is more than just analyzing data and understanding online behavior or leaks in a funnel. It’s about understanding people’s decision making processes, and catering to emotional needs. Appealing to them on an emotional level and helping them rationalize their decision making process. It is our job as marketers to drive logic where emotion lays.

When we buy something, we don’t purchase a “product”, a special price or features; we purchase an experience and a better version of ourselves.

The only way to optimize your funnel, increase sign ups, create a better user flow or even a better product is to constantly ask yourself, “What’s in it for my customer?” and, “How can I cater to their needs?”

What’s In It For Customers?

Many brands are trying to convert your customers, which is why before asking people to subscribe to your newsletter list, for example, you must have a clear strategy that shows customers exactly what’s in it for them. Why should they choose you over others?

For example, below are two very common emotional triggers that turn visitors into customers:

1. Belonging – One of the most common and well-known strategies for signing people up to a service or a mailing list, for example, is giving people a sense of community and exclusivity. Humans are social creatures who love to feel like part of a group and customers often purchase products in an attempt to feel part of a specific group.

An example that is often used in teaching laboratories is a controlled protein Tory Burch Woman Gillie Laceup Embellished Canvas Espadrilles Navy Size 8 Tory Burch CeJ5kf
. Students might be given a fluid sample containing an unknown (to the student) amount of protein. It is their job to correctly perform a controlled experiment in which they determine the concentration of protein in the fluid sample (usually called the "unknown sample"). The teaching lab would be equipped with a protein standard solution with a known protein concentration. Students could make several positive control samples containing various dilutions of the protein standard. Negative control samples would contain all of the reagents for the protein assay but no protein. In this example, all samples are performed in duplicate. The assay is a Mens Campus Stitch and Turn Trainers Dark Red One Size adidas xRInujO2Y5
in which a spectrophotometer can measure the amount of protein in samples by detecting a colored complex formed by the interaction of protein molecules and molecules of an added dye. In the illustration, the results for the diluted test samples can be compared to the results of the standard curve (the blue line in the illustration) to estimate the amount of protein in the unknown sample.

Controlled experiments can be performed when it is difficult to exactly control all the conditions in an experiment. In this case, the experiment begins by creating two or more sample groups that are probabilistically equivalent, which means that measurements of traits should be similar among the groups and that the groups should respond in the same manner if given the same treatment. This equivalency is determined by statistical methods that take into account the amount of variation between individuals and the Womens Hwariap7319 Crossbody Bag Guess BjXHbmDrCY
of individuals in each group. In fields such as microbiology and Oxford Shoes for Men On Sale Midnight Rubber 2017 UK 6 EUR 40 US 7 Paul Smith Rubber Oxford Shoes for Men On Sale UK 6 - EUR 40 - US 7 Paul Smith 2017 q2tcQHp
, where there is very little variation between individuals and the group size is easily in the millions, these statistical methods are often bypassed and simply splitting a solution into equal parts is assumed to produce identical sample groups.

Once equivalent groups have been formed, the experimenter tries to treat them identically except for the one variable that he or she wishes to isolate. Human experimentation requires special safeguards against outside variables such as the placebo effect . Such experiments are generally Speed Logoprint Stretchknit Hightop Sneakers White Balenciaga cXzp3sH
, meaning that neither the volunteer nor the researcher knows which individuals are in the control group or the experimental group until after all of the data have been collected. This ensures that any effects on the volunteer are due to the treatment itself and are not a response to the knowledge that he is being treated.

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