Feelings can be a hugely motivating factor in the way people search for things online. Though feeling-oriented searches are often backed by a desired goal, the real priority is meeting a consumer’s emotional needs.
In order to reach feeling-oriented searchers, you must write CTAs that address these emotions.
Connection
Consumers who want to feel emotionally connected to a product or brand will usually reject or ignore a CTA that includes sales-driven language. Urging these potential customers to “buy more and save” or “browse our new inventory” will leave them cold.
To capture the attention – and conversion – of shoppers looking for an emotional connection, opt instead for language that addresses that need by showing them you understand and share that feeling. Effective CTAs include things like “come meet our caring staff” or “schedule your one-on-one consultation today”.
Comfort
Trust and feeling comfortable go a long way with today’s savvy searchers. To target an audience searching for personalised, one-of-a-kind service, avoid generic CTAs that can give the impression that your brand is only interested in selling products.
Instead, opt for copy and content that shows your brand is approachable and trustworthy. CTAs should include wording that demonstrates flexibility, engagement and a genuine interest in keeping customers happy. The best way to reach customers looking for a sense of comfort and familiarity in their searches is with CTAs like “we’ve got your back” or words like “personalised”, “unique” and “guaranteed”.
Safety
Despite more and more consumers turning to e-commerce, there is still a certain amount of uncertainty and perceived risk associated with buying products and services online. First-time shoppers can be especially wary of doing online business with an unfamiliar brand or company, so it pays to use CTAs that reassure these customers that their personal information is safe with you and that your brand can be trusted.
Incorporating personal stories, testimonials and reviews from satisfied customers in your CTAs is a great way to reach these shoppers. Include compelling phrases like “read our latest reviews” and “see what our happy customers have to say” to reach these searchers.
Conclusion
Using the same tired CTAs won’t always work with today’s sophisticated searchers. Consumers know what they want and are willing to search until they find what they need. Feeling-oriented searches are on the rise, so using CTAs that focus on making an emotional connection with your customers is the smart way to market.
