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Informal Science

When it comes to CRO and optimization in general, we’re constantly thinking about how to grow our numbers and scale the business. Using various techniques and tools, we push forward to acquire more customers and generate more revenue.

So, it’s great that businesses want to generate more revenue and grow, but customers don’t really care about that. There are many competitors out there selling the same stuff and trying to grab their attention. How do you convince your visitors to invest in you?

If your answer is “we have amazing features” or “we’re cheaper than our competitor”, allow me to stop you right there. You’re doing it wrong.

Research done in the past 35 years shows that emotions “powerfully, predictably, and pervasively influence decision making” ( Lerner et. al. ).

In fact, recently, neuroscientist touch strap hitop sneakers Black Raf Simons ar6Za1Ebb4
studied individuals who had brain damage in the area that generates emotion. When asked, these people found it difficult to make even simple decisions, such as what to eat (pasta vs. a sandwich).

The research highlights the fact that those who base their marketing on pure logic and reason are doomed to only go so far because they do not understand what truly motivates people’s decision making processes – emotion .

“Hence, in order to have anything like a complete theory of human rationality, we have to understand what role emotion plays in it.” — H. Simon, 1983, Reason in Human Affairs

Marketing, and CRO specifically, is more than just analyzing data and understanding online behavior or leaks in a funnel. It’s about understanding people’s decision making processes, and catering to emotional needs. Appealing to them on an emotional level and helping them rationalize their decision making process. It is our job as marketers to drive logic where emotion lays.

When we buy something, we don’t purchase a “product”, a special price or features; we purchase an experience and a better version of ourselves.

The only way to optimize your funnel, increase sign ups, create a better user flow or even a better product is to constantly ask yourself, “What’s in it for my customer?” and, “How can I cater to their needs?”

What’s In It For Customers?

Many brands are trying to convert your customers, which is why before asking people to subscribe to your newsletter list, for example, you must have a clear strategy that shows customers exactly what’s in it for them. Why should they choose you over others?

For example, below are two very common emotional triggers that turn visitors into customers:

1. Belonging – One of the most common and well-known strategies for signing people up to a service or a mailing list, for example, is giving people a sense of community and exclusivity. Humans are social creatures who love to feel like part of a group and customers often purchase products in an attempt to feel part of a specific group.

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In popular fashion the glam rock style of clothing, worn by such rock performers as David Bowie and Marc Bolan , was very influential, particularly in the United Kingdom. The designer Elio Fiorucci had a very similar look. His boutique in Milan sold such things as brightly colored rubber boots, plastic daisy sandals, fake fur, and Pop Art -inspired jackets.

During the 1970s a new generation of menswear boutiques sprang up, aiming to change the decor, rituals, and customer base of a traditionally 'difficult' trade. To sell fashionable clothes to a young man at the end of the 1960s was still, in many circles, tantamount to questioning his masculinity. Men's appearance changed more in the 1970s than it had done in a whole century. Many of the fashion designers who revolutionized the male look owed a lot of their innovations to Pierre Cardin: narrow shoulders, tight-fitting lines, no tie, no interfacing, zip-up boiler suits, waisted jackets or tunics, sometimes no shirt. Work clothes supplied inspiration for a less formal style, encouraging designers to look beyond the traditional suit and, for example, adopt a unisex look or investigate the massive supply of second-hand clothes. Sometimes this kind of male dressing-down, often denounced as 'hippie', gained formal recognition as a deliberate look. At certain other times, as part of a retro movement, designers introduced a revival of 1930s elegance. The unearthing of old military clothing, preferably khaki and from the United States; English-style shoes; Oxford shirts; immaculate T-shirts; tweed jackets with padded shoulders; brightly colored V-neck sweaters; cashmere-printed scarves draped around the neck all imposed a certain uniformity on the casual beatnik look of the male wardrobe at the end of the 1970s.

Also significant are the developments in Italian fashion that happened during the period. In the course of the 1970s, as a result of its ready-to-wear industry, Milan confirmed its status as second only to Paris as a center of international fashion. The 'alta moda' preferred Rome, the base of the couturiers Valentino , Mens Stratos Lt Skateboarding Shoe Black Woven DVS gxtVFM
, and Schön . Capitalizing on the dominant trend of anti-fashion Italy offered a glamor that had nothing to do with the dictates of Parisian haute couture. While profiting from a clearly defined style, Italian fashion was luxurious and easy to wear. The two most influential Italian fashion designers of the time were probably Giorgio Armani and Nino Cerruti . Giorgio Armani produced his first collection for women in 1975. From the outset, the line was dynamic, urban, and understated, androgynous in inspiration. Armani offered a restrained style that greatly appealed to the increasing population of women who now had access to the world of work and occupied progressively more senior positions within it. This was only the beginning of a tremendous career, which came to fruition in 1981 when Emporio Armani was launched. In 1957 Nino Cerruti opened the menswear boutique Hitman in Milan. A man of taste and discernment, in 1976 he presented his first collection for women. Two years later, he launched his first perfume. In linking the career of a successful industrialist with that of a high-quality designer, Cerruti occupied a unique position in Italian ready-to-wear.

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