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Emotional Conversion Optimization – Does it work?

Three ways emotional conversion optimization is changing the face of marketing.

Emotional Conversion Optimization

Does it work?

Communications technologies are part of a solid digital public relations strategy. Creativity and knowledge of consumer behavior are also important elements of a successful strategy. When all three: technology, creativity and psychology are combined, then your business has access to a powerful method of conversion. Three dimensional sentiment recognition software is the powerful tool that combines tech, psychology and creativity.

First, let’s break this technology down. Then, let’s take a look at its efficacy. You might be surprised to learn that emotional conversion optimization actually works.

Breaking It Down

Other articles discuss, in great detail, how emotional conversion optimization works. But, for this current discussion here’s what you need to know. Consumers are visual. They watch product videos, ads and influencer pitches. Consumers also aren’t always forthcoming when it comes to product surveys. However, facial expressions don’t lie. If a potential consumer finds a product lacking, their facial expressions reveal negative emotions. On the hand, when a product is exciting and stimulating a consumer’s facial expressions will reflect positive emotion.

And it isn’t simply positive or negative emotions. Sentiment tracking software also reads the intensity of the emotion. 

For the study to get underway, a sample group composed of potential consumers agrees to open their webcams to market research. As this group watches product videos, ads and engages with other marketing materials, their web cam records facial expressions. These expressions are then correlated with the images they viewed. As marketers collect data, they use machine learning technologies to “learn” what makes a consumer happy, interested or compelled to buy. This data is then used to help build creative marketing campaigns that increase conversions.

In other words, by documenting, analyzing and understanding a consumer’s emotional state an organization can optimize conversions.

Successful Outcomes

But how effective is emotional conversion optimization (ECO)? There are a variety of ways for businesses to track a consumer’s movement through the sales funnel. There are also a myriad of reasons why a potential customer will abandon their e-commerce carts – from problems with a web site to confusion or frustration. Tracking a site visitor’s response to your website and engagement with your product can allow you to tweek your site and successfully increase conversions.

According to Michael Bellina, of Business2Community, “Increasing your conversion rate by one or two percent could mean hundreds if not thousands of dollars in revenue.”

Bellina makes it clear that a successful product, a website or ad campaign require ongoing changes. Customer behavior is always changing. Your organization’s response should change as well. To keep up successful conversions requires constant evaluation and measurement. Doing so will result in increased conversions and earning generation.

Implementing emotional conversion optimization increases the amount of information you can attain from potential consumers and furthers your ability to tweek and refine your message and product. For example, facial coding has been used at sporting events. Cameras pan the crowd’s faces and record their reactions to the event and where their eyes are focused. This data is then kept in a repository that aids in computer recognition of sentiment.

Sentiment data is put to practical use in practical ways.  PR Newser reports that Stephen Colbert’s Pom pistachio ad was tested at a bar. Based on the respondent’s facial expressions the company was able to determine accurate responses to the product. Self-reporting is usually flawed but psychological evaluation of responses is much more trustworthy.

In short, three-dimensional sentiment recognition software collects data and assesses how your potential customer’s emotions and sentiment relate to your product. This helps your marketing team develop successful strategies and campaigns that generate conversations. For more information on how to leverage this impressive technology and generate conversions, please contact us.

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