Introduction
Personalization helps create more relevant digital experiences, but when you understand a user’s emotional intent, you can take your experiences even further.
Emotions drive 80% of human decisions, and the customer journey is packed with micro-moments shaped by those feelings. That’s where AB Tasty’s EmotionsAI steps in.
Built on over eight years of behavioral analytics and powered by a smart, intuitive AI engine, EmotionsAI helps you uncover hidden opportunities in the user journey—showing not only how to improve the experience, but also the potential impact of inaction. Within 30 seconds EmotionsAI can identify each visitor’s emotional mindset, enabling you to segment and target with unmatched precision and speed.
So what types of emotional segments does EmotionsAI identify? In this guide, we’ll break down the 10 audience segments EmotionsAI detects, what motivates each type of visitor, and how to activate smarter personalization strategies using AB Tasty’s experience optimization platform and widget library.
10 Audience Segments
While there are thousands of emotions running through a shoppers mind, EmotionsAI has found users fall into one of the following 10 emotional segments:
Let’s look closer at each segment:
Competition
Competition-oriented visitors strive to make the best possible choice to stay ahead and be the best.
Characteristics
Competition-oriented visitors thrive on being in the spotlight. They love being the center of attention. They possess leadership qualities and care deeply about how others perceive them.
AB Tasty’s toolbox for Competition:
- Social proof widget
- Countdown widget
- Custom recommendations
- Leaderboard or badges
Use cases
Influence purchase with customer reviews.
Reviews are a great example of quantitative evaluation of product quality. This aspect is important to convert competition-oriented visitors.
Create a dynamic experience.
Less is more with the competition segment. Get straight to the point and avoid excess messages with these visitors.
Create a dynamic experience.
Use short and action-oriented messages.
Enhance engagement with social proof.
Actionable wording is ideal for visitors in the competition segment.
Attention
Attention-oriented visitors need to feel that everything is done to satisfy them.
Characteristics
These visitors seek immediate enjoyment and want to maximize every opportunity without feeling limitations. They want to feel special and valued. They appreciate personalized experiences and marks of attention like gifts.
AB Tasty’s toolbox for Attention:
- Simple pop-in widget
- NPS widget
- Progress bar widget
- Wheel of fortune widget
Use cases
Highlight free services.
Highlight price discounts, free services, and special gifts for visitors with a need for personalized attention.
Highlight discounts.
Lower the visual importance of price.
Experience shows that people with a high need for attention tend to prefer when prices are less prominently displayed on a website.
Safety
Safety-oriented visitors need to feel secure and in control of their situation, rather than uncertain and threatened by ambiguity.
Characteristics
These visitors experience emotions intensely, are highly sensitive, and can be prone to anxiety. They tend to react negatively to stress marketing efforts and too many messages.
AB Tasty’s toolbox for Safety:
- Banner widget
- Reorder elements in visual editor
- Hide elements in visual editor
- Change colors in visual editor
Use cases
Provide reassurance about payment security.
Emphasize the safety and reliability of online payments.
Provide reassurance about your data privacy.
Highlight secure handling of personal information.
Multiple ways to build trust with safety-oriented visitors.
Experiment with messaging in the same A/B test to find what resonates best.
Avoid negative wording.
Remove negative messages such as an “EXIT” button.
Avoid stress marketing.
Stress-based marketing goes against the expectations and values of safety-oriented visitors. Itʼs best to avoid pressure tactics.
Comfort
Comfort-seeking visitors need to drift through the customer journey in a peaceful, undisturbed environment, free from disruptions and unnecessary effort.
Characteristics
These visitors value simplicity, minimal effort, and hassle-free experiences. They enjoy services that make their lives easier and prefer to stay far away from crowds.
Comfort-seekers also value the coziness and tranquility of their own home.
AB Tasty’s toolbox for Comfort:
- Banner widget
- Video pop-in widget
- Drawer widget
- Spotlight widget
Use cases
Highlight delivery options.
Have free delivery? Let your comfort-oriented visitors know!
Highlight convenience when it comes to payment options.
Show how easy it is to make a purchase, including flexible payment options.
Highlight convenience about future use.
Highlight that customers wonʼt face any hassle for a long time post-purchase.
Provide additional information for buying from home.
Display details by default for comfort-oriented visitors. Highlighting convenience is key.
Community
Community-oriented visitors need to feel a strong connection with the people they care about and their environment.
Characteristics
These visitors seek a sense of belonging and enjoy sharing with people they care about. They value the positive impact of their actions on others and on the environment.
AB Tasty’s toolbox for Community:
- Social proof widget
- Social sharing widget
- NPS widget
- Spotlight widget
Use cases
Highlight options to purchase gifts.
Feature products or vouchers they could gift to loved ones.
Highlight positive impact on people or the environment.
Add eco-friendly/natural tags of your products and services.
Use the visitorʼs name when possible.
Using first names makes community-oriented visitors feel part of the brandʼs community.
Immediacy
Immediacy-oriented visitors need to be constantly stimulated by suggestions of actions to take.
Characteristics
These visitors want constant engagement and quick results. They are looking for instant gratification and simple options.
AB Tasty’s toolbox for Immediacy:
- Banner widget
- Virtual click widget
- Wheel of fortune widget
- Scratch card widget
Use cases
Propose pay later options.
Highlight simplicity: free returns, buy-now-pay-later, and other convenient features.
Remove unnecessary items.
Showing other items might distract these visitors – less is more. For example, the navigation bar from the home page on mobile.
Encourage immediate action with a strong CTA.
The CTA “Order Nowˮ encourages immediate action.
Limit excess information.
Immediacy-oriented visitors are interested in moving fast. They donʼt want to lose time reading the details.
Notoriety
Notoriety-seeking visitors prefer to minimize risk by choosing options already validated by a large number of people.
Characteristics
These visitors follow popular trends and validated choices.
They rely on social proof and reassurance from their peers, favoring well-established choices over uncertainty. These individuals have a risk-averse mindset.
AB Tasty’s toolbox for Notoriety:
- Social proof widget
- Spotlight widget
- Social sharing widget
- Best seller recommendation
Use cases
Show high-quality brand content, instead of user-generated content.
Professional photos on your website will communicate more sophistication.
Highlight details of the guarantee to minimize risk.
Highlight the highest level of quality & guarantees associated with your products, services or brand.
Highlight classical/historical payment methods.
Highlight how products can be purchased in-store.
Use dark/somber colors.
Notoriety-oriented visitors will perceive a darker color palette as more sophisticated and credible.
Understanding
Understanding-oriented visitors need factual and comprehensive information to make decisions.
Characteristics
These visitors seek detailed, well-structured information to make informed decisions through logical, goal-driven processes.
They value comprehensive and factual content that clear explains their options and supports rational decisions.
AB Tasty’s toolbox for Understanding:
- Banner widget
- iFrame widget
- Video pop-in widget
- Progress bar widget
Use cases
Propose more information.
Offer more information to these understanding-oriented visitors so they can make the most informed decision.
Focus on numbers more than on narratives.
Remind visitors about their discount consistently throughout the journey (only for understanding-oriented visitors).
Provide clear goals.
Are they close to reaching the free delivery threshold? Use a progress bar to let these visitors know so they can reach their goal.
Provide clear check-out steps.
Make each step in the purchase funnel clear.
Change
Change-oriented visitors seek new experiences, fresh adventures, and opportunities to break free from routines.
Characteristics
Adventurous and constantly seeking new experiences, they enjoy stepping out of their comfort zones and exploring unfamiliar places and ideas.
AB Tasty’s toolbox for Change:
- Banner widget
- Before/after image widget
- Snowflake animation widget
- Video pop-in bar widget
Use cases
Highlight new features about products and processes.
Highlight “Partner vendor” when launching a marketplace.
Highlight new/popular payment options.
Options like buy now, pay later keep the momentum while shopping online.
Spotlight innovative features.
Insert a buying guide in the search results and allow these users the opportunity to explore new information.
Spotlight innovative services.
Highlight unique delivery options such as delivering to the room of your choice.
Hide reminders of market standard features.
Remove “100% secure paymentˮ that has been a long-time guarantee for online shoppers.
Quality
Quality-oriented visitors need qualitative information to make decisions.
Characteristics
These visitors value high-quality products and prefer stories rather than number-based descriptions.
AB Tasty’s toolbox for Quality:
- Before/after image widget
- Video pop-in widget
- NPS widget
- Banner widget
Use cases
Highlight the brand when marketing products.
Add to the product’s story by featuring the brand and other key details.
Highlight the quality of the product from other buyers.
Include detailed product reviews and quality certifications
Donʼt insist on discounts.
These visitors are more interested in quality. Showing them discounts could deter them away from your product.
Highlight well-known payment & delivery partners.
Trusted payment and delivery options are always going to be preferred over less familiar ones.
Conclusion
Discover how EmotionsAI can turn emotional insights into higher engagement, better targeting, and more conversions.
