Make your website more engagingKarlen Trimino
Image Emotions Rule
Many people buy for emotional reasons. If you make them feel just right, they’ll take action. The same rule applies when choosing images for your site. A positive image brings out positive emotions. It could be a smile, a smirk or a gesture. Emotions are powerful, and they work. Your customers and prospects aren’t stupid. They know what you’re trying to convey, they see it. Make them feel good, happy, proud, wanted – they’ll agree with you and connect better. The perks of leveraging emotions can be very powerful, but it’s how you do it that matters.
Speak Directly to your reader
One way to spark meaningful emotional engagement with a customer is to make them feel like they are being directly spoken to. One way to do this is with website content that is fine tuned directly to the needs and preferences of a target audience. Another strategy is to take speaking directly to the user more literally. One excellent way to sell products through a website is to have actual human beings on hand that can chat with visitors in real time through an instant messaging application that is launched through the site. Lawyers, for example, commonly use this method to obtain new clients. It, however, can be applied to nearly any industry.
There is a conversation going on about your products or services whether you like it or not. People talk, and they don’t always say things you probably want said. The trick is to keep tabs on what is being said and then jump into the conversation. Respond to both the positive and the negative. Engage the people talking about you, but try to avoid arguing with them (if someone has made up their mind to really dislike your product or service, it is better to let them then to draw attention to their negativity by getting sucked into a shouting match).
Some things you should monitor: Twitter, Facebook Page, News, Blogs, Forums, Comments, Wikipedia
Display client/customer logos
Another way to make your customers feel part of something is to display logos from your top clients or customers.
Here’s why: the logos create a group of companies your clients can join. By signing up to use your service, customers can use the exact same service that [enter big company name here] uses. If the company logos you show are for industry leading organizations, then new customers can join the ranks of these leading organizations and use the exact same tools and services they’re using to get ahead.
Design for humans
Your website’s design creates a first impression with your users, and you want to make their interaction with your site as human-friendly as possible. Nobody wants to be greeted and instructed by a robot. Making your website human-centered means making it easy to use and not making people guess what they are supposed to do next. It means that you focus your design around people’s actions and how your visitors expect your website to work for them. You can improve user experience on your site by easily solving common problems that would otherwise take your visitors’ time to figure out.
Design for emotions
It all matters when it comes to people’s feelings. By using specific fonts, shapes, icons, photos, or colors we can affect the way people feel about our products, services, or brand. You can see big brands playing with our emotions all the time. Just look at companies like Apple, Target, or Starbucks. Product design is definitely one of the main factors in Apple’s success. Apple spends a lot of time and money making sure their products look sleek, sexy, and modern.
Make people feel like they belong
You may not have noticed it before, but most people want to feel like they belong to a group of some kind. Everyone, in some way or another, is looking for a group to belong to and that gives them a sense of community.
Universities in the U.S. are a great example. Attending a university makes you feel like you’re part of a larger community. The longer you’re there, the more you identify with the community. You feel like you belong. Interestingly, the same thing happens with brands. People purchase a product, and then they feel like they’re part of a community. They feel like they’re part of a larger group who uses those products.
Ask people to join
The first way is to use words like “join” or “become a member” on your website or sales material. This gives people a sense that they’re joining something larger and won’t just be carrying on by themselves.
Instead of using the standard wording to ask customers to sign up for an e-mail list like “Sign up to get free updates,” they add a sense of community to signing up for e-mail updates. They also use “Join Us” or “Go” for their call to action instead of a more standard “Sign Up Now” button.
Add calls to action
Every page of your site should contain at least one call to action within the content. Without a call to action, you are failing to help visitors take the next desired step in the conversion process. Use your content effectively by using calls to action to guide the visitor through your site and conversion funnel.