even as most of them maintain direct eye contact

with the viewer. What’s perhaps more interesting is that these are all actual members of the service . and each photo has been edited to have a crisp white . which contrasts against the pink form. The results speak for themselves: a increase in signups .

 

 and a whopping increase in paying customers . proving that this page did its job in attracting the exact right kind of customer. It’s not about you or your product Trying to appeal to the emotions of consumers is something that marketers have grappled with understanding pretty much since the advent of marketing. But as Talia notes .

 

 the landscape has changed: Emotion in advertising

and marketing has been done for years . but in the offline world. […] But they can’t track it. Online . you can combine and track emotion and user experience. Not only can we now measure the performance of our tactics . we can segment our audiences into smaller groups and create campaigns and landing pages t there’s one sure-fire test: if you listen very closely while you’re reading it .

 

 you can actually hear a tiny voice in the back of your head saying ‘Blah blah blah blah blah….’ Worse . the call to action eschews the sexiness of the rest of the page . opting for the utterly libido-killing “create free membership here.” Yes! That’s why I’m here! I’m ready to embark on a steamy adventure toward membership.

 

 Make sure the tone of your call to action matches the

rest of your page. Click To Tweet Talia’s A/B test Guatemala Email List ing case study for an unnamed dating service Emotion Case Study For her final example . Talia shared a case study for one of the dating sites she optimized herself. The initial example has some good elements already: the couple’s gaze draws attention to the call to action .

 the form is short and a testimonial provides some social

proof. But it doesn’t make a compell Identifying qualified potential customers within ing offer . nor does it engage the visitor’s emotions. Talia tested two variations of the page. Variant Case Study Variation The first variant was similar to the original page . but there were some changes made to connect with the visitor on a more personal level.

 

 The addition of a headline — “find your perfect match” — is a small but effective way to let the visitor imagine the positive impact of the service. This variant keeps directing attention to the call to action using the woman’s gaze . but opts to have the man facing forward . using the power of eye contact to instill a sense of trust and reliability.

 

 The biggest change . though . was the addition

of a powerful background image. Adding a locale to the image allows the user to imagine themselves not just in a hypothetical relationship . but in an actual . physical situation. The colors are not coincidental . either; as Talia’s own research on color psychology illustrates .