You can see the emotional journey we bring prospects on as they visit pages in your sales funnel.
So let’s take a real world example of comparing two businesses selling anti aging nutritional supplements. They have different ‘sales funnels’ but let’s look at the customer journey from home page to sale for organic search traffic.
Competitor 1 Customer Journey
Their Home Page is high on confidence and depression. Research and Aging
Their sales page is high in Anxiety, Hostility and Depression. Vary, Taking, Pain are the highly emotional words used frequently.
This competitor sells more to 55+ men.
Competitor 2 Customer Journey.
Let’s contrast this with a direct competitor.
Their home page emotionality is high on Confidence and Compassion. Health, Help, Supplement, Elysium
Their product page emotionality is high on Confidence and Compassion. But lower in emotional intensity. Health, Help, Supplement, Elysium
This competitor sells more to 55+ women.
By comparing page emotionality you can see the emotional journey that works for competitors.
How do you craft the emotional journey for your customers?