The Psychology Behaviour behind Ads click

helenarogulj
Feb 20, 2023
3 min read

Updated: Aug 27

Author: Caya Schomakers

Date of Publication: 20/02/2023

The main goal for setting up a marketing campaign is to achieve the highest conversion rate from your customers. So, understanding when and why customers click on your ad, is core to a successful marketing strategy.

Appealing and use of words

marketing strategy, clicks, customer behaviour, clicking behaviour

Sometimes there is a very easy conclusion on why customers click on your ad. Well, they just like the colour. Colour really matters, maybe even more than you might realise. To illustrate this point, 85% of consumers cite colour as their primary motivator for purchasing a product. Therefore, it’s advisable to use colours that promote a certain feeling, or a colour which just stands out. Besides colour, shapes and designs are also very important. In fact, the design must match the message and must be clear. Furthermore, the use of words is crucial for your ad. Words have the ability to excite and inform at the same time, as well as persuade and motivate action. According to a recent study, using first-person language in marketing advertisements increased conversion rates by 90%. So, use words like “my trial” and not “your trial”. Also, humans are often curious by nature and want to learn more about things that interest us. Thus, by using the right type of language and words, customers often get curious and click on the ads.

Psychology behaviour for ads click

Even though the appealing and the use of words are important for the clicking decision, feelings seem to be determinant in this process. Actually, they are the key ingredient for the ads clicking psychology behaviour. According to the performance of advertising campaigns, 31% of the ads with an emotional pull were successful. Instead, the 16% of the ads with a rational focus were unsuccessful.. For instance, sadness and anger are negative emotions. However, anger has a positive impact on the behaviour for the campaign as it drives customers and fires up which compels customers to take action.

Besides anger, there are many more emotions which trigger the behaviour of potential customers to click on ads. Anxiety, humour, excitement, inspiration, nostalgia and even surprises can all be used as triggers to change the customer behaviour towards the ad. Which emotion brands use towards an ad, depends on the overall brand message, the target of the campaign and the call to action. The most important is to build a rollercoaster of emotions; this will ensure the continue watch of ads from costumers. In fact, due to the emotional ups and downs they experience , they get curious about the content .

So, some advertisements which have been successful with the use of the right emotions are Dove’s “Real Beauty” campaign and Coca Cola’s “Happiness Factory” campaign. In particular, the Dove campaign was to empower women and let them feel secure and good about themselves. The emotions obtained with the ad ranged from happiness to warmth and knowledge. On the other hand, the Coca Cola campaign created a feeling of joy as they portray jovial friends and families enjoying Coke in cheery settings to convey the message.

Conclusion

Potential customers' decision to click on an advertisement is influenced by a lot more than just the image or text; emotions are the main component that moulds clicking behaviour and enables people to relate to a brand's personality. Ultimately, an advertisement's success is determined by how well its innovative design, content, and colours work together to pique viewers' interest and evoke strong emotions.

Influential language, emotive appeals, and striking images are all combined by brands to produce advertisements that not only inspire clicks but also establish long-lasting bonds with their target audience. Because emotions appeal to the heart and clear language appeals to reason, the psychology of why people click is therefore both art and science.