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How to read your users’ emotions especially when the interaction is exclusively digital

In News

Date 22/05/2018

Some voices are talking about a certain body language of the digital users. In addition, they might be right if we keep the paradigm of wanting to see more than KPIs and analytics. So, how can you tell if the users of your platform or app are engaged enough? How can we actually read our customers’ emotions? The other challenge might be how to get their response in real-time in order to react promptly to their behavior and keep them on you website.

Customizing service and users’ emotions. The unbreakable connection

How the users feel the experience of navigating on a brand platform is pivotal when it comes to improving the service. Reading their frustrations or delights might make the difference between a purchase and leaving with the cart empty.

We have no gestures, no mimics… What can we use as indicators?

The body language is automatically removed from the scheme when it comes to digital era. So, we cannot rely anymore on raising an eyebrow or shrugging shoulders, but on what types of movements the users do with their joystick. A scroll or a click might be the way to decipher the consumers’ needs. The key is to read the digitalized body language of the consumers. Starting from a slow pace scroll, to an insanely quick clicking on certain buttons, there are so many signals that can be interpreted as digital body language.

The digital body language of the consumer

Before the ecommerce era, the salespersons were relying on telltale hand gestures and facial expressions that came out without knowing. They were precious insights about consumers’ moods and helped the sales people to improve their activities with each possible purchaser. The way customers interact with a website is a very good indicator, tracking the way people browse pages.
What should we consider when it comes to digital body language cues? First, how the user found your website, how often they visit, and the bounce rates for each page. Finding from where our customers heard of our site often indicates if you should focus on other marketing resources. The page popularity and bounce rates highlight the content and buttons on your site that are performing well. The number of visits indicates how close they are to buy your product.

Real-time cues of customers’ digital behavior

In an ideal retail world, the digital cues might be interpreted in such an accurate way as in a brick and mortar store. The real time details the brand receives from its clients are essential for optimizing the marketing efforts. So, elements such as fast and slow scrolling, the way the visitor moves their mouse, and how fast they click.
-    Clicking quickly multiple times could suggest frustration or confusion. On the other hand, that they might expect that area to be more interactive and they cannot find what they want.  
-    Following text with cursor - engagement with your content, interested in your offering.
-    Slow scrolling indicates a relaxed, invested visitor
-    Rapid scrolling up and down - confused or searching for something
-    Navigating from page to page-  more of a rush, or searching for something specific
The takeaway of this article is that the gesture and mimics that you could read and react to offline has its own online equivalent.