View for yourself how storytelling and the power of making emotional connections helped Home Instead Senior Care realize a 52 percent lift on their landing pages over a traditional "left brained" approach.
From Page 84
As we establish in Chapter 3, emotions are rooted in physical responses. So when marketing messages make an emotional connection, it can be extremely difficult for consumers to stop their brains from initially reacting. And because older consumers are generally more whole-brained thinkers who have a wealth of experience to relate to your messages, your chances of evoking an emotional response with them are significantly increased. Consider the following two landing pages that we developed for Home Instead Senior Care.
The version B continues with the story for another eight paragraphs before it gets to the call-to-action to inquire for service. Despite the fact that there is more content to consume before they get to the list of Home Instead services, a significant number of users completed the action from this version. We ran these landing pages as an A/B split and found that the emotional approach delivered a 52 percent conversion lift over the standard, informational, left-brained approach.
