Emotional marketing is a rising trend in eCommerce. Although emotional marketing has been around for years, it is now becoming essential to a business success due to the psychology of today's consumers. Consumers are much more likely to purchase from brands that provoke positive emotions, and do so repeatedly, than from brands that evoke no emotion or a negative one. Most brands understand this and attempt to create emotional connections with consumers through their messaging, causes, and campaigns. Unfortunately, they are overlooking one of the easiest ways to increase the likelihood that happens: instant eCommerce website speeds.
Website speed impacts an eCommerce website on all fronts, from visibility to traffic to revenue. It also impacts consumers emotional well-being. Ericsson research found that waiting for a site to load can cause stress levels to rise, creating the same psychological discomfort as watching a horror movie. The easiest way to make sure you are maximizing your revenue potential is to make sure that you are not scaring customers away with a slow loading website.
How eCommerce websites move into the friend zone
Purchase behavior is tied to the emotional reaction consumers associate with your brand. In fact, individuals that associate a positive emotional connection with a brand have been found to be 7.1 times more likely to make a purchase. While no business wants their consumers to associate negative emotions with their brand, it happens more frequently than you would than you’d think.
With today’s modern technology and new consumer expectations, 1-second or sub-second load times are now demanded to receive conversions. But the average eCommerce website takes a minimum of 3-5 seconds to load pages on LTE (and even longer on slower network connections), so you can imagine the amount of anxiety / displeasure that's produced from most visited websites.
Harvard Business Review conducted extensive research across hundreds of brands and found that you can measure and target the feelings that drive customer behavior. They coined these ‘emotional motivators,’ and some of the high-impact motivators address things like promoting consumer well-being and confidence in the future, as well as supporting social or environmental causes. In fact, 69% of Gen Zers prefer to buy from businesses that contribute to social causes.
Emotional marketing is being used across the gamut. From a leading household cleaner that turned market share losses into double-digit growth in one year, to a credit card company that saw a 40% boost in new Millennial customer acquisition, after both tailored their messaging to incorporate emotion, such as ‘be the person you want to become.’
Worthy consumers choosing beauty
Dove is a great example of a company that has made an emotional connection with consumers across the globe. Since 2004, the beauty giant has been on a mission to build confidence with its ‘real beauty’ campaign. From sketches in one US city, to choosing the beautiful door in Shanghai, San Francisco, London, Sao Paulo and Delhi, Dove has been telling the inspiring stories of real women all over the world.
The brand sees low body confidence as something that keeps people from being their best selves, and concerns it with affecting health, friendships, and school performance. Since its first campaign, sales have nearly doubled. Dove is worth $4 billion today and has been named the 'Most Trustworthy' brand, by Gen Z and Millennial consumers.
Another known beauty retailer that is playing off the emotions of self-worth and belonging is Ipsy. Ipsy was built off the idea that magazines and large makeup companies should not dictate what beauty looks like, but rather women will decide the merit of beauty for themselves. YouTube became the brand’s platform to voice its message while using influencers of all shapes, sizes, and looks to connect with their trusted online communities.
Ipsy encourages its community to share advice and personal stories to empower women all around the world, and when interested shoppers land on its website, they’re delighted with a speedy single page application (SPA) frontend. The brand figured out how to deliver a strong emotional customer journey from brand awareness all the way through checkout, and is now valued at $800 million with 3 million monthly paying subscribers.
Where to start
Emotional marketing is moving the needle more than any other tactic. It is the way to today’s consumers’ wallets. But before you invest in an omnipresent campaign, or change your messaging to revolve around sustainability, test your website’s speed. It doesn’t matter how social or environmental minded your marketing is, if those that engage with your campaign are literally scared away once they reach your slow website.
Slow website speed impacts consumers and businesses. Site speed is known to impact conversion rates, and 70% of consumers state that website speed impacts their willingness to buy. Ever since Google rolled out its ‘Speed Update’ speed also directly impacts a website’s search ranking and Quality Score. Even Amazon found that just a one second delay in page load could cost it $1.6 billion in sales each year.
We, at Layer0, are seeing customers enjoy average conversion rate lifts of 15-30% from sub-second websites, as well as impressive SEO wins. Just Google ‘cotton woven rugs’ on your phone to see how a small retailer called Annie Selke is surpassing its multi-billion dollar competitors — including Amazon, William-Sonoma, Pottery Barn, Overstock and more — due to website speed alone.
Shoppers today want customized website experiences that are intuitive, robust, and fast, regardless of network quality. But due to the amount of tags, scripts, and trackers on eCommerce websites, as well as other functions that tend to slow down page loads including dynamic pricing and real-time inventory, it’s difficult to live up to these expectations. Thankfully, Layer0 is here to help. Websites on the Layer0 consistently see page loads of 320ms (LCP), no matter how complex they are.
Market leads the likes of Airbnb, Nike, and Target have already adopted eCommerce progressive web apps (PWAs), single page applications (SPAs), and Accelerated Mobile Pages (AMP) to deliver nearly-instant loading websites. Those modern frontends can take you from slow to fast, but only a full stack solution for website speed, like the Layer0, can get you to instant.
Emotional marketing is the key to unlocking the buying power of today’s consumers. Money is being left on the table by brands that fail to connect with their customers on an emotional level. One of the easiest ways to make sure that you are not driving customers away is by investing in website speed.
Understanding the emotional and psychological connection between your brand and target/s has become a successful strategy for businesses to attract and befriend customers, but in order to convert and retain today’s customers, you must invest in website speed. Website speed impacts a business’ reach, traffic, conversions, and revenue, but more importantly, slow websites drive customers away from making a purchase.
Layer0 is on a mission to give consumers back a trillion seconds that is wasted each year waiting for commerce websites to load, while helping businesses boost SEO, traffic, and revenue. Layer0 already powers the fastest websites available, including Venus.com, Annie Selke, and 1-800-Flowers.
Let us help you deliver an online experience that benefits you and your customers. If site speed is a priority drop us a line at firstname.lastname@example.org or schedule a consultative conversation to see how we can help get your site to instant.