Greg Bray, President of Blue Tangerine
The decision to purchase is at its core an emotional one, which is then backed up and supported by rationality and logic. Sales teams already know and understand this key principle. However, it can be easy to forget that the emotional nature of this purchase is the same regardless of whether the sale takes place in person or online.
Of course, you need all the technical infrastructure in place to make online buying work, regardless of what you are trying to sell, but if you skip the part about creating an emotional connection with the buyer on your website, then having eCommerce features and functions alone won’t achieve the desired sale.
There are two key parts to emotional connection online:
- preventing the negative emotion of frustration that comes from slow-loading pages, the inability to find what you are looking for, and being overwhelmed with options and choices, and
- fostering the positive connection to your products that comes from engaging visuals, interactive tools, and descriptive content that allows your prospective buyer to see themselves using your products and loving it.
In 2022, take time to evaluate and improve the emotional impact of your website on your prospective buyer. Your sales, both offline and online, will thank you for it.