Here are the numbers:

If your page takes longer the 2 seconds to load, you’re going to start losing your traffic (40% of it actually). I’m going to be talking about this a lot at the conversion optimization conference in less than 2 weeks – Why this trend is happening and how emotional targeting can help you.

page load time*Graph credit

In general today, the world of conversion optimization is going towards an automatic one – commonly referred to as behavioral targeting. By knowing what browser the users are coming from, what time and from what country (for example), sites can now be more personalized on the web. For example, a site can say “shipping to London” without asking the client for this information, or “good evening”..

The thing about behavioral targeting is that it’s only one part of conversion optimization, it can only take you to a certain point. It’s a certain kind of personalization, but it’s not enough. Emotional targeting is an additional way..

With time on page decreasing on a yearly basis, less and less people are willing to wait. Data is showing that if a website takes longer than 2 seconds to load, you’re going to lose 40% of your traffic (or more). We all know that our load time is an extremely important part of our conversion process but there’s more to it, have you ever stopped to ask yourself “why?”, why is the time on page decreasing all the time? There’s more to this than meets the eye.

It’s 2014. People are restless. We drink our coffees on our way to work, while driving, and speaking on the phone. We do 5 things at the same time, we’re constantly on the phone, in a meeting, running from one place to another and our entire system is in the “fight or flight” mode. We can’t wait – load time is just a symptom, it’s not the “problem”, it’s the pace we live our lives in, we’re constantly trying to get to the end result in a quicker and more efficient way, we don’t have time to stop at a red light, we sure don’t have time for a website that takes longer than 2 seconds to load.

One of the reports I was reading lately showed that we see more than 247 ad images a day offline. But the majority of our lives are spent online, so obviously we see much more online. We see hundreds of websites a day, millions of images, messaging and colors – our brains can’t process them all so we move on and on until something catches our eye.

Emotional targeting

All this information leads to this conclusion: we need to catch our visitors attention in less than 2 seconds and convince them to stay, or their gone. Emotional targeting does that. Our brains process images 60,000 times quicker than text and using the right triggers can increase your ROI dramatically.

In the past 6 years we developed the emotional targeting methodology which focuses on emotional design, neuromarketing, irrational behavior, messaging and more. By understanding the basic psycho emotional triggers of our clients’ audience we can create better landing pages, better checkout process, registration forms and much more. By showing the right images, the right colors and messaging we can capture our client’s attention and help them complete our funnel.

Understanding audience’s emotional triggers can benefit marketers in many ways:

  • Understanding what your audience is looking for – emotionally

  • Creating engagement – testimonials, brand affinity and loyalty (shoppers coming back)

  • Increasing revenue, amount of purchases (checkout this case study)

People buy products for what they make them feel, not for their features. Emotional targeting helps you understand what your clients need emotionally from your product. We don’t remember where we buy a product, its cost or its features, we remember the experience. By creating the experience and giving your customers the emotional fullfilment they need, more people will complete your funnel, and your ROI can increase dramatically.