Research done in the last 30 years shows that emotions “powerfully, predictably, and pervasively influence decision making” (Lerner et. al.).
With emotions heavily impacting our decisions, it is important to focus on emotionally targeting your users to take action on your landing pages!
In this article, I discuss how to use emotional targeting, how to highlight benefits and values on your landing pages to increase conversions and one up your CRO tactics.
P.S. There's a case study in there that outlines the whole process!