How Emotional Motivators Can Drive Authentic Brand Growth

We all remember that when Apple CEO Steve Jobs died, hundreds of thousands of people voluntarily took flowers in their hands, outside Apple stores. They were mourning the loss of a great tech visionary, but also paying tribute to the creator of a brand that they felt a deep emotional sense of.

Apple doesn’t have a bigger market share than Microsoft (at least, with smartphones), it draws in the hearts of millions of consumers. It is true that providing useful information to customers will reduce risks and increase practical value, but the potential of your brand provokes emotion in people, as Apple successfully does.

Value of emotional relationships

Research has shown that customers who fully engage with the brand exhibit higher value.

It is not news that an emotional connection with a brand leads to higher customer lifetime value and brand loyalty. So why spend advertising dollars when you can achieve a high ROI on your brand equity by building lasting emotional relationships with your customers?

In this post, we will adopt a customer-centric approach by looking at what human motivators do, and how they use this understanding to build the long-term value of their brand.

1. Motivation – What is our action

Marketing success is about the behavior of your target customer – whether it is trying to market a new product, choosing an alternative brand for a familiar brand, or staying loyal to the same product over time. And behavior, without sufficient motivation, will not be continuous.

So what is our behavior? What forces us to act? Clarke L. Hull (1943) proposed the Global Theory of Behavior to describe behavior. The principle of solving is tied into various factors in exact mathematical terms in this formula:

sEr = SHR × D × V × K
Here the feedback capacity (sEr) is positively related to D (drive power), and the drive power is determined by a need condition: for a long time the subject is deprived of a need (such as food, water, sleep, Etc.), higher. Drive Strength.

Another factor that drives behavior in the structure of the solution is encouragement. If the drive urges us to act to increase the lack of a need, then the incentive forces us to reduce this need in the future. Hence in the case of eating, the need to eat hungry increases as drive, while the satiated state after eating works as a stimulus.

Another major scientific discovery on the role of motivation is psychologist Neil E. A 1948 hungry rat experiment by Miller. In his experiment, the psychologist examined the behavior of both a saturated (well fed) and hungry rat. The hungry rat was motivated by hunger and learned a new behavior each time the reward (food) started when motivation (hunger) began. Saturated rats, however, were not food-induced. But when the psychologist introduced a new trigger (electric shock), the saturated rat was induced to act for reward (reduce physical pain).

What Miller added to Hull’s theory was the role of both internal and external “reward” in driving behavior. Their experiments also showed that drives can be learned from environmental cues, such as in the case of saturated rats to reduce artificially imposed “drives”.

In short, the classical physical behavior model is much more need-based and goal-oriented: it proposes that we are motivated to act to reduce the need for survival, so that we can:

Optimize well
Reduce physical pain
Maximum enjoyment
But theories of motivation only address our autonomic needs – those that are unconscious and involuntary – and release our emotional and psychological motivators. As humans, we are motivated by more complex factors than animalistic needs.

2. The Role of Emotion in Motivation

There are many myths about emotion. First of all, emotion is not an emotion.

Dr. Sara McKay, the neuroscientist Your Brain Health behind the blog explains it well:

“Emotions play in the theater of the body. Emotions flow in the theater of the mind. ”

In short, emotions are physical and can be discovered either through conscious emotional experiences or subconscious associations to one’s desires, beliefs, actions, etc. In comparison, emotions are mental responses to our emotions and are subjective.

Secondly, sentimentality is not the same. Mood is an emotional state that is usually heavily influenced by our environment, physiology, current emotions and thinking. Compared to emotion, mood is also more diffuse and there is a decrease in contextual arousal. While emotion may have complex dimensions, mood is more dialectical and general – we often describe mood as positive or negative.


How to Develop a Winning CRO Testing Roadmap

If you are reading this post, then you already know that CRO (“Conversion Rate Optimization”) can help you increase revenue and create a better customer experience.

Now the problem is: how will you decide what to test?

Successful testing is almost always strategic in nature. You simply cannot fire your test equipment, plug in a couple of page variations and expect to meet your business goals – at least not consistently.

This is, in essence, the test roadmap. And when done right, it will help you save time and better employ your resources.

In this post, I am going to show you why you need a test roadmap and how to create one for your business.

Why you need a CRO test roadmap

As I like to tell customers, “Hope is not a marketing strategy”.

Still, I am amazed at the number of businesses that do a little bit of testing and expect to see results.

Consider an example: Suppose you want to increase your email opt-in.

As far as conversion goals are concerned, it is quite clear. However, to reach this goal, you have to test several variables:

Opt-in form placement
Opt-in form design
CTA (“Call to Action”) color and copy
Opt-in form copy
Opt-in bribe (or lead magnet)
Without a test roadmap, you would have to test each of these variables without any thought to how they might affect the final result.

The test in this way is reactionary and completely strategic.

Broadly, there are 5 reasons why you should use the test roadmap:

1. Prioritize Testing

Consider a simple product page

macys checkout
image Source

Add UGC (“user generated content”) of product images
Add “hover to zoom” feature
Adding size / fit ratings like on Amazon
Increasing the size and adding an icon makes the CTA even more prominent
Without a test roadmap, you have no real way of prioritizing these tests. You have to go by “feeling”, which is not really a way to approach something as analytical as testing.

2. Better resource planning

When should you hire a copywriter to jazz up a copy of your landing page?

Should you find a full-time designer or find a freelancer to redo your product page?

These are questions that you will have to answer throughout the testing process.

A roadmap helps you know when to put resources together for maximum impact.

For example, if your roadmap shows that you have not checked the copy for the next 3 months, you can prevent the copywriter from being hired.

This can protect you from over-hiring and under-hiring, which can improve results and your bottom line.

3. Focus on business goals, not strategic goals

This is because “increasing CTR” is a strategic goal, not a strategic business goal. This improves a specific, discrete metric (CTR) without taking into account long-term goals.

A test roadmap essentially frames these strategic goals in perspective. You know how short-term, strategic goals tie into long-term strategic goals.

4. Run more complex tests

The simple test – changing the color of a button or turning a title – is fairly easy to pull off. You can probably make changes yourself with a few lines of code.

However, more complex testing – changing the design of the checkout page to focus on free shipping or pricing table price points – requires multiple resources that work together to run the test.

In large businesses, you need several people to sign-off to a complex exam before running it.

With a test roadmap, you will know exactly which test you have to bring to greenlight.

For example, if you need a sales team to sign-off on a price increase test, you can ship them at the appropriate time.


8 Reasons Why I Analyze a Site’s Source Code (I’m Not Even a Developer)

And yet, as a digital marketer, I find myself looking at the source code of websites all the time.

When I’m in marketing analysis mode, when I hit a customer’s site, hit option + command + u on my MacBook’s keyboard. With this, I am face to face:

Big block of source code

It does not matter how many tools you have for SEO campaigns at your disposal, at some point you are looking at the source code of a website to examine a particular item or conduct a large SEO audit. Huh.

This is a smart practice for any marketer.

If you know what to look out for you can find opportunities for improvement as well as SEO errors that can cause problems with organic visibility down the road.

Do you need to be a web developer to be able to read code? No. Some basic understanding of code and SEO elements are sufficient to ensure that things are working as they should.

Source code is important because it displays your website and how it works. It works the same way with other types of software, such as video games.

The code behind the scenes is required to run the functionality, mechanics and animation of those games. If you want to make sure that everything is doing what it is supposed to, then you go to the source.

View source code

Pulling source code is relatively simple, and there are many ways to access it, depending on your platform, browser, and operating system. Here are some ways:

If you use a CMS like WordPress, you can access all your template files within the admin dashboard. The same applies to many ecommerce platforms such as BigCommerce and Shopify
Right click with your mouse inside the tab you are working on and select “View Source”
Press CTRL + U to open source in new tab (Windows user)
Press Options (Command + U) to open Source (Mac User)
Keep in mind that while you may be able to see the source in full, some platforms limit what you can change. If you use hosted platforms such as Shopify or Bigcommerce, Wix or similar hosted CMS, you will be limited in what you can change within the source code.

The major reasons to dive into the website’s source code are:

1. Slow load times and excessive scripts

Nowadays site owners use a variety of scripts to add a lot of functionality to websites. In many cases these are JavaScript. It is quite common to inject those scripts near the content head, as they load quickly when the page loads.

Some kind of script

Unfortunately, loading scripts can cause a tremendous amount of latency for the entire site to load, and this is a problem – especially when you have too many scripts.

One second delay page loading time
For every additional second of load time, you may see a 7% decrease in conversions as people bail out of your site.


Checking the script on your site is important because you may find scripts that have not yet been used even while sitting in your source. This can create additional errors and will unnecessarily slow down that load time.

I recommend moving the script to the end of the page, so they load the last if they don’t need to be loaded before the rest of the content. You can also separate the code into your own file, so there is not an excessive amount of script code on every page.

2. Meta content

The meta content for your website pages contains some important elements that you should audit to ensure that they are properly coded.

While meta content such as titles and descriptions do not directly contribute to search rank like they used to, they still play a role in the organic traffic coming through your site.

Meta content, which is displayed in search results when a user queries, is the first conversion point for a prospective customer or user. The keywords that they use, which appear in the meta content, are highlighted to establish relevance and help the user choose the right result.

In addition to the content of the title and description on each of your pages, you also want to review other items such as the use of canonical URL tags. Check your meta elements to ensure that they are not properly structured, optimized, and highly duplicated.

Duplicate Meta Content
If your site contains duplicate meta content, or elements that are not formatted correctly, it is easy to confuse search crawlers.


Let’s All Just Calm Down About Duplicate Content. Here’s Why.

I met part of my marketers, who are more concerned about duplicate content, because they are about creating poor quality links.

In fact, there is so much misinformation out there about duplicate content, with Google attempting to address it directly in hopes of dispelling misconceptions and myths.

Susan Mosca wrote on the Google Webmaster Blog, “Let’s put it to bed once and for all people.” “There is no such thing as a duplicate content penalty. At least, not in the way most people say they mean. ”

Understanding duplicate content

For many marketers, they see duplicate content as any type of content that is duplicated.

And any material copied is bad and will incur a fine.

Junior SEO in my introduction, for example, saw a few lines of replication text in the footer of a website. The fact that it was on the footer indicated that it was on all 18,901 pages of the customer’s website. Ergo, those lines of text were repeated 18,901 times.

Or duplicate content on landing pages served to different audiences for other examples.

This is technically duplicate content, but it is not going to be penalized in any way, and it is not what Google is talking about when it refers to duplicate content.

Here’s how Google defines it:

“Duplicate content generally refers to the original block of content within or around domains that either completely match other content or are similar to appreciated. Mostly, it is not deceived in the original. ”

Google is over-mentioning content that is widely syndicated and replicated. For example, if I had published a post that was then duplicated by a large amount of aggregate sites – links and all – I would have a fraction of the duplicate content largely from the original.

And because others had duplicated that content, the algorithm is not intended to cheat or game to improve rank.

Google is not necessarily going to punish for that duplicate content. Instead, their algorithm is designed to limit what the user gets. Only 1 (or just a small number) of the same page is being returned instead of filling a single search result with countless copies of the same content.

The worst thing that can happen with this automated filtering by algorithms is that a less desirable version of the content may be displayed first instead of your original.

Not ideal, but definitely not a punishment.

Here are some additional truths about duplicate content that make your mind easier.

1. Syndicated (duplicate) content traffic increases

At the moment, you are hearing more and more about the buffer. All of the platforms use the platform to schedule content to be posted on social channels. Buffers are also known for the quality of content shared on their blogs.

In the early days of the platform, the team relied on guest positions to help build visibility and attract referral traffic. As popularity grew, he switched to a more efficient content model, using syndication to share his original content.

This syndication was essentially duplicated content, which was shared elsewhere on the web.

In a post commentary detailing the effectiveness of this strategy, co-founder Leo Wiederich shared data from Buffer’s Analytics to prove that organic traffic continued to grow despite their reliance on duplicate content and syndication.

Upward Buffer App Traffic

2. Zero penalty from duplicate offsite content.

It doesn’t really matter if it’s you who’s doing the duplication, or someone else (essentially sharing what you’ve produced), you just get fined through the natural syndication and distribution of your content can not be found.

The exception is of course; Unless it is intended to manipulate search results, duplicate content itself is not the basis of action.

No duplicate content penalty

So basically, do not try to spam the same content in an attempt to grab search real estate.

Since Google has designed its algorithms to prevent duplicate content from being shown and to impress site owners, you really need to worry about any penalties from syndicating or duplicating offsite content. Is not.

In most cases, Google tries to show the original source.

Worst case scenario, as I mentioned above, you might end up with one of those syndicated pieces ranked higher than the original content.


The Hard Truth About AB Testing I Had to Swallow – By Dennis van der Heijden, CEO of

Over the years, we, as providers of A / B testing equipment, told you it was easy. We created a visual editor and beautiful graphs and won you engagement or a low bounce rate, but we didn’t really contribute to your bottom line.

My apologies for actually making it easy and pulling you into the A / B test is, in fact, very difficult to correct.

I was presenting to our just-funded startup, and they were very politely sharing that the road to the top of the A / B testing tool was a tough one.

They were advising another company that had already made a significant impact on the A / B testing market and for an hour to share their knowledge about how the conversion rate optimization was affecting the online market. It was very nice to sit with.

During our meeting, they were not realizing that our then revolutionary visual editor, based on the idea we saw in Dupar, would change the branded industry. They both smiled and were sociable, but said that we should focus on some other salient features, and they mentioned a few.

We thought that doing easy A / B testing would change the world and make this method easier. As I now know, I was ignoring his advice because I felt that I had come up with something that would replace it. It will happen, but not in the way I thought it would.

You need at least 400,000 visitors

Fast forward: In July 2016 we killed all plans under 400,000 tested visitors as these customers did not win much. They do not improve their conversion rates, and this is partly my fault. Three years ago I did not see that Brian and Jeffrey were right. It is not the device that performs the conversion. It is the people and the process behind it. So when we looked at which customers actually benefited from A / B testing, we saw no success in small accounts.

There are two things you should be aware of when setting your marketing mix and considering A / B testing. Previously, we made testing easier, but it is not. Second, when you want to get a good return on the time invested, the strategy is what makes your conversion optimization work. Trying an A / B test is not something you just do for a few months.

You need 20-60 hours of human resources time

A / B testing requires a good amount of human resource time that cannot be provided on a small budget. You will need a team of people, beginning with a conversion expert who does all the research and analysis and creates a test strategy. You will then need a designer to design new test forms and finally, a developer who can implement the changes through the testing tool. So on average you are looking at 20-60 hours of HR time to get a test live and running.

The exact amount of time depends on the type of test. A simple CTA (call to action) test is generally fast and easy, so fewer hours will be required. Testing with boulder changes will consume more of your HR time. And your cost.

Top conversion agencies use their own methods

Only to add to the complexity, top conversion agencies use their proven methods to deliver the best possible results.

For example, ConversionXL uses PXL to prioritize testing and ResearchXL methodology to discover problems and opportunity areas that are unique to the customer’s site. It is a six-part research process that includes technical analysis, heuristic analysis, web analytics analysis, mouse tracking analysis, qualitative research / surveys and user testing.

Their testing method consists of four broad stages:

Research and research
Priority and Roadmapping
The test is running correctly
Conducting post-test analysis
Another conversion agency is ConversionScience. Its initial six-month Conversion Catalyst ™ process ensures that they are gathering good data, that client analytics are accurate, and that they can find ideas that are creative and supported with data. Their Conversion Catalyst ™ process includes a conversion audit, a hypothesis list (a priority for ROI), an analytics audit, and user intelligence.

5 steps

The WiderFunnel conversion agency uses the Infinity optimization process, which is a structured approach to development strategy and execution. Infinite optimization incorporates the yin and yang of marketing – the qualitative side that envisions the potential insight and the quantitative side that proves whether that insight really works. The process is in progress. This is not just a strategy or ad hoc scheme, hence the infinite loop shape with the progress arrow. And two equally important outputs. Both development and insight are intended and central outcomes.