EmotionsAI criterion

The EmotionsAI criterion is a segmentation criterion that enables defining a segment.

To learn how to create a segment, please refer to this article.

Heads up ⚡

To be able to use this segment criteria, you must have an access to EmotionsAI. For more information about the activation, please contact your AB Tasty Key Account Manager.

📖 Definition

The EmotionsAI segment criterion enables you to restrict the visibility of a campaign to visitors based on their emotional needs.

This criterion is based on the EmotionsAI functionality that classifies the visitors into 10 needs depending on the way they interact on your website.

⚙️ Configuration

You can create segments based on one EmotionsAI need that you can include (ex: “visitors who need attention”) or exclude (ex: “visitors who don’t need attention”) . You can also mix and match several criteria as alternative conditions (ex: “visitors who need attention or understanding”).

The only operator available is the “SOME” operator because the 10 different traits are mutually exclusive. For example, if a visitor needs “attention”, he can’t meet another need and he will keep this trait until he switches from a browser to another, or his cookies are cleared.

By selecting multiple EmotionsAI conditions, the tag will check if one of them is met by the visitor in order to affect them to the campaign.

Categories

The algorithm classifies visitors into 10 different needs according to their predictive pattern:

Need	Explanation	Predictive Pattern
❤️ Hedonic needs (Emotionals)
Attention	Need to feel that everything is done to satisfy them	High speed moves with a lot of seen content but low click rate
Comfort	Need a pleasant environment, without disturbance or foreseeable effort	Slow moves all over the screen, with many clicks
Community	Need a strong connection with the people we care about and with our environment	They use far less Apple devices than other users
Competition	Need the thrill of competition, get or be the best	Alternance between low & quick mouse movements
Safety	Need to feel secure and in control of the environment	Mouse movement from left to right with low scroll rate
🧠 Pragmatic needs (Rationals)
Change	Discover new products and concepts, get out of the routine	Great variety of plugins & languages installed on the browser,
Immediacy	Need to be constantly stimulated by proposals for actions to be taken	Main click zone on top-left of screen (1st CTA seen is clicked)
Notoriety	Need low-risk choices, which have already been validated by a large number of people	Alternance between small moves and pauses
Quality	Need qualitative information to make decisions	Small and slow mouse movements
Understanding	Need factual and structured information to make decisions	Long pause before any click

💡 Use Case

With EmotionsAI, 60% of A/B tests demonstrate a significant business impact on at least one type of visitor, resulting in x2 on CRO business impact.

Each emotional need can match a specific use case. For example:

• Need of competition: you can create a banner on customer satisfaction or add a banner review to help the visitor compare the product with its competitors.

• Need of understanding: you can help the customer to better understand a product by creating more content on your product pages or by displaying hidden content (which generally requires a click).

• Need of immediacy: sticking a call to action at the bottom of the page can help visitors make a decision by constantly showing them the main action to take.

• Need of Safety: the stronger presence of reassurance icons can help in improving the conversion rate.

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