THE LOW-HANGING FRUIT

TO FASTERWEBSITE

CONVERSIONS? EMOTIONAL INTELLIGENCE.

So, what happened?

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.

LET ’S STARTWITH SOMECOLD -HARDTRUTHS :

THE PROBLEM IS STRAIGHT-FORWARD:THE COMPANIES MADE THE MISTAKEOF DEEMING EACH CUSTOMER AS ASINGLE ENTITY – ONE AUTONOMOUSBEING WHO IS IMPLEMENTING YOURPLATFORM FOR ONE GAIN.

TAKE THIS SCENARIOAS 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.

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 tableor you have a friend that thinks you’ve lost yourmind.

PROSPECTIVECUSTOMERSAre people too:

While there’s no magic formula to read the mindand convert every prospective customer thatvisits your site, there's a proven formula forturning them off really quickly: Ignore them

completely.

Unfortunately, most sites and apps do exactlythis – they optimize for past behavior but not for

the here and now.

They don’t pay heed to what their customers areasking them and they stay blind to the obviouscues visitors give as they navigate and engage.

Gaining website conversions becomes anunnecessarily inefficient ‘numbers’ game thatrelies on big data, landing pages and little else.No wonder most people never get past the first

page they land on.

TOUT YOURBRAND'SEmpathy:

MOST SITES HAVE THEEMPATHY OF ANANSWERING MACHINE.Take Amazon for example. When you sign in,they change their site to fit your profile,history and preferences based on years ofdata on you. Great start: this ‘big data’ theyhave on you will set the tone.

But it will not give them a clue about whetheryou have only 5 minutes to buy a book beforeclass, or if you have 45 minutes to browse andbuy that same book for your summer holiday.

The difference can be a shopping cart with$10 of value vs. one with $50.

Knowing and reacting results in EmotionalIntelligence: the low hanging fruit to better website

conversions.

The path to web conversion invariably starts with bigdata.

However, keeping your prospect moving along thispath is largely dependent on knowing the behaviorthat happens right there & then – behavior big data

alone can’t predict – and having the ability to react toit.

CHANGE THEGAME

Invest a fraction of the effort that goes into the typicaloptimization practices and open your senses to visitors. React

to what they do in the moment and you’ll see a significantincrease in engagement and conversions