Why Use Quantemo?
A study on the emotional reactions to your company’s digital media assets can reveal enormous amounts of information on the mental effort required to consume the information that you are trying to communicate and the emotional responses, positive or negative, to the specific asset’s layout, functionality, imagery, color, and so on.
A corporate web site or blog that requires much mental effort to navigate will frustrate users and provide a negative experience. Visitors that find it difficult to find information, contact the company or order a product will often become annoyed and leave the site dissatisfied. This negative experience reflects not only on the site but on the company. If the company does not appear to understand or care about providing an easy-to-use interface for its prospects and customers, visitors are likely to extrapolate that experience across other touch-points such as product quality and customer service — thereby losing an opportunity to convert a prospect to a customer, or retaining that customer.
Mental effort is part of the overall user experience, but there are more components to the experience that can be measured. Emotional responses to branding cues, multimedia elements, photo imagery, colors and content can be measured to learn how a digital asset’s creative execution affects the target audience beyond usability. Are there neurological differences between how prospects engage in non-branded vs. branded keyword search terms? Does your offline media provide a neurological lift in engagement with your online media?. Is the level of neurological engagement in your virtual world initiative (e.g. Second Life) lower, the same, or greater than traditional offline advertising efforts? An emotional quantification study can help answer the above question, ensuring a users’ positive engagement with the optimized media.
What can be gained by quantifying emotional reactions on the web?
Companies such as Network World, Berkshire Life Insurance Company of America, and a national mortgage provider have seen tremendous benefits after performing emotional quantification studies with Quantemo™, and then implementing the studies’ recommendations. Network World, for example, found that visitors stayed longer, read more content, and returned more often after implementing Quantemo’s recommendations. Other companies find emotional quantification studies help form a strategy to convert prospects to customers.
The key to converting a prospect to a customer is to provide positive engagement across all interactions between the prospect and the company. To do so, a company must first gain a thorough understanding of its target audiences and their individual needs and preferences.
By studying the mental and emotional effort needed to navigate a company’s landscape of digital assets, a trained web consultant can devise a strategy to increase engagement and ensure that the target audience’s preferences are addressed. As preferences influence decisions and usability facilitates easy interactions, a company can benefit significantly from increased customer conversions and retentions.