Effect of Emotion on Marketing Landing Page Conversion
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Date
2016-12
Department
University of Baltimore. School of Information Arts and Technologies
Program
University of Baltimore. Master of Science in Information Design and Information Architecture
Citation of Original Publication
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This item may be protected under Title 17 of the U.S. Copyright Law. It is made available by the University of Baltimore for non-commercial research and educational purposes.
Abstract
Web users make decisions to click or not to click, to buy or not to buy, every day. The
emotional impact of an invitation plays a key role in these decisions. When business goals align
with the potential customer’s expectations and desires, conversion is more likely. Therefore,
designing the landing page for a marketing campaign to elicit positive emotions from consumers
is the natural step to ensure the success of digital marketing campaigns. However, the perfect
landing page is only crafted when designers can successfully elicit these positive emotions. User
testing that measures users’ emotional response can help designers understand the effects of their
design choices. This experiment tests an emotional design model and measures the effect of
emotion on landing page conversion, using physiological instruments to measure emotional
arousal and a self-reported tool to measure emotional valence. Twenty-eight adult participants
(both sexes) living in Peru, and randomly selected within the community of singles looking for a
long-term relationship of Mi Media Manzana mobile app, were exposed to two landing pages.
The relationship between their emotional response and their conversion decisions was measured.
The data provide strong support for the hypothesis that marketing campaign landing pages with
strong emotional appeals generate more conversions. The experiment also suggests that some
methods for measuring emotional response to marketing landing pages are more reliable than
others.