From the Influencers

Improve Conversion Rates by Appealing to People's Emotions

January 08, 2018

Many companies believe that in order to get conversions and sales they need to focus on facts and figures. The more data they have, the more people will be interested in what they have to sell.

While data is an important part of the puzzle – it’s definitely not the only one. Nor is it the most important.

Data should back up what you have to say. But in order to get people interested in the first place – appeal to their emotions.  

Andy Crestodina – a marketing, web design, and conversion guru based in Chicago – recently sat down with me to discuss how to improve conversion rates.

One of the most interesting bits of information I received was the fact that we all need to remember that buying decisions are made from emotions.

Decisions Are Most Often Based on Emotions

When you get ready to write copy for your website or blog, start off by finding a way to tug on your readers’ heart strings. You don’t have to make them feel sad– unless it’s appropriate. But if you can find ways to inspire, uplift, motivate, or encourage – you’re 90% closer to your goal.

What will take you to 100%? Once you’ve reached their heart, the final step is to add convincing evidence. In other words, back up what you say with data.

This tactic is used in journalism all the time.

Let’s say a journalist is writing a story about a big fire that ravaged a small town. That’s the big story. The little story might be about a little boy who lost his dog in the fire and was ecstatic when firefighters found the pup.

While the little story doesn’t give all of the facts – it does reach people’s heart. This is the story that really pulls them in. They have that human connection, and it’s what makes them want to read more or share the story with others.

Remember: Always lead with emotion.

Your Testimonials Are Important – But Use Them the Right Way

You can use testimonials to reach your readers’ hearts. Not only does a testimonial show your reader how your product or service has benefited others, it tells them in a deeply personal way.

Just imagine how effective a testimonial like this is: “Thank God you guys saved my business. I was losing $50,000 a month!” This testimonial has both the emotion and the data.

Another way to appeal to your audience’s emotions is through video testimonials. These get right to the viewer’s heart because you have the tone of voice, facial expressions, body language, and the words they choose.

Touch Someone’s Heart First, Then Impress Them with Your Data

When writing content for your blog, website, or social media platforms, always remember: Appeal to your readers’ heart, then back up what you say with facts and figures.

Serving up one without the other can be detrimental to your marketing efforts. But when you put this dynamic duo to good use you can achieve amazing things in business – starting with improved conversion rates.

For more information about conversion rates and marketing tips, check out Andy’s articles on Orbit Media

Edited by Mandi Nowitz

Article comments powered by Disqus


The JMRConnect team brings decades of experience garnered from multinational corporations, the public sector, NGOs and industry associations, and as such is able to provide clients with the expertise and strategy necessary for an impact campaign.


Not only did JMRConnect significantly increase website traffic, organic visibility and optimize their SEO, but lead gen saw a drastic surge overall.


500% Increase in tracked top 3 keyword ranks (2 to 12)

Featured Influencer

For 30 years, Yorktel has gone the distance taking the complexities out of video and unified communications & collaboration (UC&C). As a video managed services and cloud provider, we bring your enterprise video communications to a new level, for today and tomorrow's technology. Yorktel - making complicated simple.