Product: EmotionsAI

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Improve UX with AI: 10 Audience Segments from EmotionsAI

Improve UX with AI: 10 Audience Segments from EmotionsAI
Table of contents

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.

SEE IT IN ACTION

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Case Studies

EmotionsAI Fuels a Bold Approach for a North American Insurance Company

140% application submissions

340% emails addresses collected

A North American insurance company, known for providing health and life insurance, partnered with AB Tasty to take its customer experience to the next level. Using EmotionsAI, they transformed how they connect with their customers—getting to the heart of what people really want and need. The result? Smarter, more agile personalization that boosts engagement and drives big results.

CHALLENGE

In the early days of its digital transformation, the company relied on assumptions to guide its personalization strategy. This approach made it hard to keep up with user needs, let alone adapt quickly. They needed a solution that wasnʼt just smart—it had to be insightful and flexible. Thatʼs where AB Tastyʼs EmotionsAI came in, turning their assumptions into a data-driven game plan, enabling bold, agile strategies powered by emotional insights.

EXPERIMENTING WITH EMOTIONSAI

EmotionsAI opened up a whole new world of understanding. By segmenting users based on emotional needs—like “Need for Competitionˮ and “Need for Safetyˮ—the company started creating hyper-targeted, meaningful experiences. Every insight became an opportunity to test, tweak, and try again, helping them build momentum toward measurable success.

  1. Boosting engagement with email capture
    Low engagement on the dental page for mobile users was a challenge. This prompted the team to introduce an “Email My Quoteˮ pop-up for those who hadnʼt scrolled within 20 seconds. This simple nudge proved highly effective in capturing leads:
    ● 340.54% increase in email addresses collected
    ● 0% impact on ongoing application activity

With EmotionsAI, weʼre finding unique ways to capture our usersʼ attention and engage them effectively.

AVP of Ecommerce
  1. Winning Back Application Abandoners
    Not every customer finishes what they start. For users who abandoned their application but returned to the dental landing page, the team tested an automatic quote widget. This gentle reminder worked wonders:
    ● 95.83% increase in applications started
    ● 23.47% increase in applications submitted
  2. Addressing “Need for Immediacyˮ with FAQs
    For users craving quick answers, the team brought FAQs front and center—strategically placing them right above the quote area for dental insurance. By giving customers what they needed faster, they encouraged more completed applications:
    ● 140.33% increase in application submissions with FAQs above the quote section.

“The insights from EmotionsAI enable us to fine-tune content placement based on customer needs, driving immediate results.

Digital Marketing Strategist
  1. Engaging Non-Buyers with a Pop-In
    Not every visitor is ready to commit right away, and thatʼs okay. For users lingering on the page without taking the next step, the team used a pop-in targeting emotional segments like “Safety,ˮ “Comfort,ˮ “Community,ˮ “Immediacy,ˮ and “Notoriety.ˮ It was the nudge these users needed:
    ● 55.18% increase in Kit submits among targeted segments.

INTERNAL IMPACT

EmotionsAI has transformed how this insurance provider approaches testing. By embracing a data-driven culture of agility and improvement, the team has started building trust across the organization. Marketing and customer service are now exploring how EmotionsAI insights can refine their strategies, setting the stage for future cross-department collaboration. While iterative testing has long been part of their process, EmotionsAI takes it to the next level. By integrating emotional segmentation into their strategy, the team has made testing more precise and impactful—turning insights into actions that resonate with their audience.

EmotionsAI is not just a tool; itʼs changing how we approach customer experience, making us bolder and more effective across the board.

Ecommerce Manager

With EmotionsAI, this North American insurance company is just getting started. Hereʼs whatʼs next:
● Personalized call center experiences: Using emotional insights to make real-time interactions more meaningful.
● Smarter digital remarketing: Refining campaigns to resonate with high value customer segments.
● Organization-wide adoption: Expanding EmotionsAI insights across all teams for a unified, customer-first strategy.

CONCLUSION

With the AB Tasty platform and EmotionsAI, the company has shifted from a one-and-done testing mindset to an agile, always-evolving strategy. Every test brings them closer to their “betterˮ—creating smarter, more meaningful experiences for their customers and empowering their teams to think big, act boldly, and keep improving.

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Case Studies

Samsonite APAC personalizes customer journeys with EmotionsAI

+108% Click on Ratings - Competition Segment

+7.17% Overall Transaction Rate

Explore how Samsonite, a leader in the global lifestyle bag industry and one of the world’s largest travel luggage companies, elevated their digital strategy with AB Tasty.

With luggage being a thoughtful, infrequent purchase, the Samsonite APAC team faced the challenge of helping customers find their ideal luggage solution in as few clicks as possible.

By integrating EmotionsAI and leveraging AI-driven emotional insights, Samsonite APAC tailored the shopping experience based on key emotional drivers like ‘Competition’ and ‘Safety,’ making every interaction more relevant and engaging.

Focusing on critical touchpoints like the homepage, product pages, and checkout, Samsonite saw a 108% increase in clicks on product ratings from the competition segment and a 7.17% lift in transaction rates. By understanding and catering to diverse customer needs across regions, they streamlined the path to purchase and reinforced their position as a leader in the travel industry.

Download the full case study to learn how emotional personalization can revolutionize your customer experience.

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Case Studies

Independence Australia Drives Engagement with EmotionsAI

+3% Total revenue uplift

+1.13% Transaction rate uplift

Independence Australia, a not-for-profit social enterprise, is dedicated to supporting individuals with disabilities. With revenue from their commercial endeavors funding vital community programs, their mission hinges on maintaining a successful online presence.

Independence Australia faced a critical challenge: how to keep up with the growing demands of digital consumers while operating within the constraints typical of a social enterprise. The rapidly evolving digital landscape, coupled with increased competition, shifting consumer expectations, and a rise in price sensitivity, added further complexity to their situation. Additionally, brand loyalty had become increasingly volatile, making it more difficult to retain customers in a crowded market.

To address these challenges, Independence Australia integrated EmotionsAI into their digital strategy, marking a turning point in their approach to customer engagement. This AI-powered solution provided deep insights into customer emotions, allowing the team to segment audiences based on emotional needs like ‘Safetyʼ, ‘Need for communityʼ and ‘Competitionʼ.

Want to learn more about how Independence Australia drove insights with emotions while developing their personas for an e-commerce redesign? Download the case study to learn more.

AB Tasty is by far my favorite solution in the Independence Australia stack. The flexibility it offers and the improvements it enables have been transformative for our digital strategy

Head of Digital Experience

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Case Studies

DirectAsia Simplifies Insurance Experiences with Empathy

+14.8% Access to Quote Page V1

+10.9% Access to Quote Page V2

Through the use of simplified and confidence-building journeys, DirectAsia is transforming the traditionally tedious task of buying vehicle and travel insurance into a seamless experience that reflects the overall convenience of their brand and services.

Part of this transformation lies in their strategic partnership with AB Tasty and the integration of EmotionsAI to better understand their customers and boost their experience optimization roadmap.

With insurance buyers increasingly seeking reassurance, trust, and intuitive experiences, DirectAsia recognized the need to evolve beyond traditional approaches to meet these demands. Like many financial services, insurance is inherently complex by nature.

DirectAsia ran tests focusing on an area on their website where they knew they had room for improvement. They compared the results of that test on segments selected by EmotionsAI versus a broader audience. Download the case study to find out how EmotionsAI expedited visitor journeys through to their quote page.

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Case Studies

Groupama increases quote submissions with EmotionsAI

10% increase in quote submissions

2 point increase passage to next step

Groupama is a multinational insurance group operating in 10 countries. They turned to AB Tasty’s EmotionsAI to help better adapt their testing strategy to fit their wide range of customer profiles.

CHALLENGE

Groupama wanted to find a way to better adapt their A/B testing approach to fit customers unique emotional needs. They already had a testing solution in place but were curious about the innovative emotional targeting from EmotionsAI.

TEST IDEA

An A/B test was created focusing on the quotes form. The “Intuitive” segment was shown a reassuring message on the quote form promising the protection of their private data. Meanwhile, the “Rationals” segment was shown the form without the extra messaging, allowing them to continue without distraction.

RESULTS

Within 2 weeks, Groupama had their results. It was an instant win, with targeted messaging from EmotionsAI leading to a 10% increase in quote submissions. They also saw a 2 point increase in passage to the next step of the quote form, nudging customers further through the funnel.

TAKEAWAYS

With an early success of the first test, Groupama decided to implement EmotionsAI due to the immediate return on investment they saw.

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Case Studies

La Redoute triples A/B test success rate with EmotionsAI

3x success rate of A/B tests

4% increased revenue per visitor

La Redoute is a French multichannel retailer specializing in home decor as well as apparel. Its e-commerce site is the top ranked French site with over 7 million unique visitors each month.

CHALLENGE

The team at La Redoute was eager to change up the way they optimized the website. They wanted to find ways to improve engagement through optimization, especially on mobile. 

They turned to EmotionsAI by AB Tasty to help deliver the most individualized experience possible for visitors to their site. 

Using AI-powered segmentation to build better experiments, they started to let the psychology behind their customers’ decisions help shape their optimization.

RESULTS

After implementing EmotionsAI and creating new emotions-based audience segments,
La Redoute saw a significant impact on their engagement rates. The enhanced customer experience led to a 4% increase in revenue per visitor as well as a 3% increased conversion rate.

TAKEAWAYS

Since using EmotionsAI, La Redoute has tripled the success rate of their A/B tests, completely changing their approach to optimization. 

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