Think about what keeps you coming back to your favorite store, your favorite person or even your favorite website. It’s not just a mindless buy-go, hug-go or click-go relationship. It is a complicated, emotional connection. It is what makes relationships with people and brands intoxicating. User engagement must have an equally complex emotional connection. It must affect the user in mind, body and spirit. Anything less is a 1990s brochure website.
You can create strong storytelling strategies based on user personalities and segmentation. However, it seems almost impossible to measure those efforts, let alone know how to optimize them, without access to a neuroscience laboratory. In fact, emotional engagement can be optimized, and quite effectively, using something already at your disposal: performance metrics.
Emotional-Behavioral Response Relationship
Let’s start with the basics: an emotion is a psychophysiological response in your body to a stimulus. It’s an internal process that in turn triggers an external behavioral response. Behavioral responses help you decipher the emotional responses of others. Things like facial expressions and body language give you clues to whether the chef wielding the knife is angry and going to attack you or happy and going to make you dinner.