Tools: What It Really Means When Your Website Visitors Don’t Buy From You (and How To Fix It)

Hello and welcome! My name is Nick Martin and in this episode of Conversion Team I’m going to show you a tool that makes it blindingly obvious whether your website or product is hitting the spot in your customer’s eyes.

It will also show you whether what you’re doing to your site is actually improving the user experience over time and it will also have a strange magical effect on your colleagues & draw them towards you.

We call it The Emotion Ladder and its aim is to record in a visual way how your customers feel when they’re using your website.

To create this tool what you’re going to need is:

  • A big piece of paper (cheap as you like)
  • Some fat marker pens
  • Some tack or tape
  • A little artistic talent
  • A wall
  • And a tonne of post-its

Easiest to show you how the process works on the computer. Each level 1 emotion has sub-emotions to make to easy to group them together. The reason Fear is designated as more serious as anger is that customers tell you when they’re angry so you can respond but they’re often less forthcoming about their fears so when we hear about them we need to treat them like gold dust and deal with them first.

After you’ve created your super-sized ladder you want to be putting it up on a wall nearest the people that have direct customer contact – sales & customer services. Then as they receive customer feedback they jot it down on a post-it and stick it against in the row that fits the spirit of their emotional tone

As time goes on the ladder becomes more populated and then you can start to group them whichever way is best for you – might be by the feature that drew the feedback in the first place or even by the sub-emotion.

At the end of a set period of time (a month is good) you will then be able to stand back and visually see how your customers feel about your site and then take steps to alleviating the fears first, the anger second and leveraging the love and joy as customer testimonials.

Then to get a full benefit from the tool you can run this process in monthly cohorts.

After you’ve created a few months in a row you’ll get a great visual view on whether you are, in fact, improving your product over time in the eyes of your customers.

Hope you have fun with it. Any questions drop them into the comments below.


(Tunes by YoMyEx)

About the Author

Leave a Reply 5 comments