Using Emotional Intelligence to Power Your Ecommerce Website
Running a successful ecommerce business always needs great intelligence. And with the shift to latest technology, the conventional business wisdom requires a different type of intelligence to sail smoothly through the highly competitive market.
Many research and studies have proved that to make a business successful, it is best to retain the talents, improve performance and also create a positive ecosystem. Today, retailers not only need all these, but they should also develop emotional intelligence to win over their online shoppers.
With millions of sites on the internet and each query generating countless results in Google, it is becoming increasingly difficult for business owners to create attractive and optimized site that can generate sales. It is also said that most ecommerce sites follow a specific format that is followed by the designers with similar styles and functionalities.
So, an ecommerce website has to work harder for conversions. Consumers are also living their experiences and opinions about the products and services and discovering these opinions and its effects on the other users can be a challenging task.
So, to be successful in the business world, retailers should now tap into their audience’s consciousness and look at the sentimental analysis to solve their challenges.
What is sentiment analysis?
This is the process that enables you to determine the emotional tone that represents the series of words and is used to gain an understanding of the opinions, attitudes and also emotions expressed within an online mention.
This type of analysis helps the retailers and brands to clearly understand the consumer feedback and user generated content. Not only does it help to understand the context of the emotion, but also analyze these opinions for specific aspects. More and more companies are using it to make sense of the feedback that is coming on their way.
Most people think that they act consciously while they go for shopping, but studies have reflected that about 95% of purchasing decisions whether online or offline are based on emotional impulses. Female customers spend more time browsing items and they rarely have specific targets while purchasing them.
They are influenced emotionally, visually and also have higher expectations. So, the golden rule of advertising is to catch their emotions in a way that is clear and concise. Online shoppers are likely to feel three times more excitement while adding various items in their baskets and negative emotions also play a huge role in decision making. Ecommerce business owners must utilize emotional intelligence and alter their customer journey to offer a better shopping experience.
To attain the desired business results like increasing the lead or sale, the marketers need to give an offer. Since we usually process information through various images, different kinds of stimuli work well here. For
- physical stimulus, rich and widespread colors work well.
- Emotional stimulus: human emotions that include love, happiness and freedom
- Cognitive stimulus: controversial and thought provoking images
So, if you want to attract your users with stimuli on your website, then it is important to get acquainted with advertising psychology.
This allows the marketers to choose the best design versions that work best with the purchasers. With this technique, users are shown varied design versions of the site and their reaction towards different models are measured accordingly. Business owners having a little knowledge on retail psychology can easily create an interesting website version and attract them to make a purchase.
- Pictures of people are more appealing than pictures of objects.
- Rounded shapes are more pleasing than any angular shapes
- Colored images are more attractive than black and white ones
- Warm colors create a comfortable environment than any cold colors.
Empathy and motivation:
Thoughts, reviews and experiences of others act as a key to emotional intelligence in ecommerce business and retailers must have this capability to make use of any positive content. Leaders with empathy often have huge followers and they can easily establish trust among other people. Motivating leaders also help to make long term decisions and using them as a means of communication always proves to be beneficial.
Identifying future customer needs:
Retaining the customer’s details, auto fill options for addresses and offering easy gifts to people who are likely to return are great options to make things easier for the customers. Being able to predict what the person wants in the future also helps a lot. Some tools that work are:
- Reviews, likes and suggestions from other shoppers often add a social component.
- Maintaining transparency in purchase often creates a feeling of trust and security.
- User friendly experience makes the user feel that they are purchasing tailor made products that match their style and taste.
“Thus to conclude, we can say that developing a continuous program to understand the emotional intelligence and implementing it in the ecommerce business helps to optimize the conversion rates and creates a better experience for the customers.”