Good marketers focus on creating great customer experiences. They talk to their customers to identify potential pain points in their marketing. They test and learn to improve design, UI, and UX. They group their customers into segments to try to provide more relevant experiences. But most of them are missing a crucial piece of the puzzle: insight into what actually motivates their shoppers to act on an emotional level. Because here’s the thing: Your shoppers don’t buy rationally. They buy emotionally, and justify their purchase rationally. Of course, understanding the primitive, subconscious motivations that drive your customers to buy (or not buy) is no simple task. But the marketer who can tap into and harness those motivations will be unstoppable. In this session, optimization pioneer, Chris Goward, and WiderFunnel User Research Manager, Matt Wright, introduce a powerful framework, and show you how to uncover the why behind your shoppers’ buying behavior. You’ll learn: - How to optimize for your shopper’s core emotional drivers, rather than a mouse click - How to target your shoppers based on psychographic data, not just demographics and geographics - How to create more impactful experiments that uncover insights about your shoppers’ motivations

1. Profitable ‘A-ha!’ moments everyday.™

2. Sell better using emotion
How to optimize your experiences for emotional relevance

3. Before we get started. . .
• This presentation deck and recording
will be available to you after the
webinar
• Use the General Chat panel to ask
questions or make comments in real
time
• Stay to the end for the chance to win a
free digital copy of You Should Test
That!
Type question here

4. • Developed the LIFT Model®, PIE Framework, and Infinity
Optimization Process™
• Keynotes at conferences and seminars around the world
• Author of You Should Test That! (Get a free chapter at:
YouShouldTestThat.com)
Chris Goward, Founder & CEO, WiderFunnel
Matt Wright, UX Research Manager, WiderFunnel
• Helps clients understand their target customers’ motivational
drivers
• Manages WiderFunnel’s MotivationLab service and research
around the Limbic® model
• Background in user experience design, with an obsession
around understanding what makes customers tick

5. October 9, 2017
One month ago.

6. © 2007-2017 WiderFunnel Marketing Inc.
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“I think the most important impact
of my research is the recognition
that economic agents are human
and economic models have to
incorporate that.”
-Richard Thaler
2017 Nobel Prize Winner, Economics

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“We usually think of ourselves as
sitting the driver's seat, with
ultimate control over the decisions
we made and the direction our life
takes; but, alas, this perception has
more to do with our desires — with
how we want to view ourselves
— than with reality.”
-Dan Ariely, Behavioral Economist

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“Richard Thaler's contributions have built a bridge
between the economic and psychological analyses of
individual decision-making.”
- Royal Swedish Academy of Sciences

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“It is very difficult to make really
big, important, life-changing
decisions because we are all
susceptible to a formidable array
of decision biases. There are
more of them than we realize, and
they come to visit us more often
than we like to admit.”
-Dan Ariely, Behavioral Economist

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“People make a purchase emotionally
and defend the purchase rationally.
You must create the emotions
necessary to close the sale
backed up with the logic
of the decision to defend it.”
-Tom Hopkins

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The old way of thinking in brain research
Reason
Emotion
Instinct

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The old way of thinking in brain research
Reason
Emotion
Instinct

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Reason
Emotion
The new way of thinking in brain research
Instinct
Emotion

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How can business leaders put this into practice?
That’s what we set out to discover.

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Emotional Relevance

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Eliciting a Response

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Limbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.

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Reward / Punishment of Emotional Systems
Nucleus Accubens Anterior Insula

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Desire / Aversion of Emotional Systems

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How can this be applied?

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The Limbic ModelⓇ

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The Limbic ModelⓇ

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The Limbic ModelⓇ

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The Limbic® Types
Limbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.

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Marketing to Different Limbic Types
Stimulance Dominance Balance
21% OFFLIMITED EDITION!
Scarcity Discount Social Proof
Most Popular

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Exploring Emotional Relevance

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Social Media Campaigns

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“Visual Appeal & Emotional Relevance can be assessed within 50 ms”
(Lindgaard et al. 2006)

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The Limbic® Types
Limbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.

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Journey Mapping

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Customer
Expectations
Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page

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Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page

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First Impression
Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page

46. © 2007-2017 WiderFunnel Marketing Inc.
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Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page

47. © 2007-2017 WiderFunnel Marketing Inc.
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Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page

48. © 2007-2017 WiderFunnel Marketing Inc.
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Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page

49. © 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page

50. © 2007-2017 WiderFunnel Marketing Inc.
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Google Search
Home Page
Product Listing Page
Product Display Page
Client Competitor
Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page

51. © 2007-2017 WiderFunnel Marketing Inc.
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First Impression
Google Search
Home Page
Product Listing Page
Product Display Page
Competitor

52. © 2007-2017 WiderFunnel Marketing Inc.
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Google Search
Home Page
Product Listing Page
Product Display Page
Competitor

53. © 2007-2017 WiderFunnel Marketing Inc.
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Google Search
Home Page
Product Listing Page
Product Display Page
Competitor

54. © 2007-2017 WiderFunnel Marketing Inc.
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Client Competitor
Google Search
Home Page
Solutions Page
Manufacturing
Product Listing Page
Product Display Page
Google Search
Home Page
Product Listing Page
Product Display Page

55. © 2007-2017 WiderFunnel Marketing Inc.
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Designing for Limbic® Types

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Preference of Limbic® Types

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Option #1 Option #2

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63. © 2007-2017 WiderFunnel Marketing Inc.
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64. © 2007-2017 WiderFunnel Marketing Inc.
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Frustrating!

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Traditional
& Boring!

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You can also validate and discover emotional
insights using A/B testing.

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• Monthly mystery box of toys
• E-commerce subscription model
• Huge social fan base
Goals
• Lift subscribers and profit
• Understand their customer

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Limbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.
Limbic® Map

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A B C ê 7.7%é 0.6%

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A B C

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A B C é 14.1%é 8.9%
?

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Limbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.
Limbic® Map

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It’s now possible to sell better using emotion!

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How can you use this in your business?
Talk with a WiderFunnel expert to find out.
Send an email to: iwant@WiderFunnel.com
Subject: Emotion for Growth!

79. Profitable ‘A-ha!’ moments everyday.™