Good marketers focus on creating great customer experiences.
They talk to their customers to identify potential pain points in their marketing.
They test and learn to improve design, UI, and UX.
They group their customers into segments to try to provide more relevant experiences.
But most of them are missing a crucial piece of the puzzle: insight into what actually motivates their shoppers to act on an emotional level.
Because here’s the thing: Your shoppers don’t buy rationally. They buy emotionally, and justify their purchase rationally.
Of course, understanding the primitive, subconscious motivations that drive your customers to buy (or not buy) is no simple task.
But the marketer who can tap into and harness those motivations will be unstoppable.
In this session, optimization pioneer, Chris Goward, and WiderFunnel User Research Manager, Matt Wright, introduce a powerful framework, and show you how to uncover the why behind your shoppers’ buying behavior.
You’ll learn:
- How to optimize for your shopper’s core emotional drivers, rather than a mouse click
- How to target your shoppers based on psychographic data, not just demographics and geographics
- How to create more impactful experiments that uncover insights about your shoppers’ motivations
2. Sell better using emotion
How to optimize your experiences for emotional relevance
3. Before we get started. . .
• This presentation deck and recording
will be available to you after the
webinar
• Use the General Chat panel to ask
questions or make comments in real
time
• Stay to the end for the chance to win a
free digital copy of You Should Test
That!
Type question here
4. • Developed the LIFT Model®, PIE Framework, and Infinity
Optimization Process™
• Keynotes at conferences and seminars around the world
• Author of You Should Test That! (Get a free chapter at:
YouShouldTestThat.com)
Chris Goward, Founder & CEO, WiderFunnel
Matt Wright, UX Research Manager, WiderFunnel
• Helps clients understand their target customers’ motivational
drivers
• Manages WiderFunnel’s MotivationLab service and research
around the Limbic® model
• Background in user experience design, with an obsession
around understanding what makes customers tick
