THE IMPACT OF THE AFFECTIVE DIMENSIONS OF TRUST AND RISK ON LEAD CONVERSION IN THE WEB ENVIRONMENT: VALIDATING EMOTIONAL MEASUREMENT MODELS BY IMPLIED RESPONSE IN THE ONLINE ENVIRONMENT
DOI:
https://doi.org/10.47820/recima21.v6i4.6346Keywords:
Neuro Design, Emotional Trust-Affective Risk, Sales Funnel, Landing Page, Web DesignAbstract
The purpose of this study is to investigate how emotional issues related to trust and risk allocated to neuro design elements can impact the conversion of visitors into leads on a landing page. The core idea is to understand how the emotional response is related to the decision-making of individuals in the web environment impacts better performances in the initial stages of the sales funnel. The methodology used in this article was carried out in three phases, a bibliographic survey, with exploratory research in the field, thus, in the first phase of the research, we sought to identify the differences in the conversion rate in an A/B test. In the second stage, the research developed, following the precepts of the implicit response measurement concepts – IAT, adapted the investigated constructs, collecting data to describe the main sample and, later, it could be compared to the alternative group to the study hypothesis. The results obtained point towards the link between the emotional response to trust and risk and conversions, mainly to the differences in affective profile. The contributions include the basis of analysis for the emotional response applicable to the web environment with great possibilities for applications.
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