I was talking to mom the other day about my son; he’s at that age where he wants a new car about every other year. But the truth is it’s not his fault, our generation did it, and we learned how to do it from the generation before ours.
As advertisers and markers we study and learn how to make people react to our websites in both a mental and emotional way. We want to create a desire inside that person that is strong enough that they are willing to pull out their wallet right that second, and purchase what it is we are selling.
So…why do we get upset when it works for someone else?
Is it okay for us to build a website that causes an emotional reaction that in turn causes that website visitor to reach for his credit card? But it’s not okay for someone to do it to us?
It’s really sad, as we watch and listen to the news all we hear about is debt problems, and to fight those debt problems we try and figure out new and better ways to make someone else go further into debt, so we can continue to live the life we are living.
I guess that’s what makes the world go around; if you buy my product then I can afford to give you a job. But what happens when people get tired of being tied down by debt and stop financing everything?
Does this mean that we have to go deeper emotionally and mentally, almost forcing the unwilling party to buy our product?
Or is that where we are at now?
Did you know that 90% of every purchase is made for emotional reasons and justified later with logic?
Emotions are the fuel that drives our business. How strong that emotion gets depends on how well your visitor is matched with your product, as well as how well the emotion is set up.
You can’t just start throwing out triggers and expecting conversions to increase. You have to know how and when to use those triggers. Using a trigger incorrectly, using too many, or even setting them up incorrectly can cause a decrees in conversion rather than an increase. It’s the reason we can walk in one store and see a product that we glance at but really aren’t that interested in, and see the exact same product in another store and be willing to fight our spouse for it.
The other day my daughter went to her room crying because she had seen something online that she wanted so badly that she thought she couldn’t live without it, now that website caused one heck of an emotional reaction from my daughter. The triggers must have been set up perfect for a little girl her age too bad they were not set up as well for the mother, as I had no desire to buy it for her.
The idea is to create stepping stones for your prospect but done incorrectly you create a landmine instead. One trigger set up incorrectly turns into a landmine instead of a stepping stone and your prospect gets blown up, you just killed the sale.
While the site was set up perfectly for my daughter it wasn’t set up so well for the mother and she’s the one with the money. It’s the reason that 50% of businesses close their doors within the first two years and another 10% do nothing more than break even. They lack the understanding and know how to properly use triggers. And as consumers we can sometimes become angry when we are sitting at home and realize that we have just bought something that we really didn’t need.