Navigating the interface

EmotionsAI overview

How to access the EmotionsAI module

Access the module by connecting on


General navigation

The AB Tasty team is currently working to optimize the UI of EmotionsAI following the acquisition of Dotaki. You will see regular improvements and updates to the navigation bar and general user experience.

The current module presentation is made of six tabs on the left menu, listed below:


  • Needs

In this tab, you will see the presentation of each one of the 10 emotional needs with EmotionsAI. 

On the wheel, you can click on the name of a need to see:

  • The description of the need
  • Examples of campaigns to run to help meet this need

In your regular use of EmotionsAI, this tab is an inspiration guide for campaign ideas that will help you build a relevant roadmap of CRO campaigns.



  • Audience

This tab is here to help answer the question “What are the most important needs of my audience?”. 

On this tab, you will see by default how website visitors are segmented among the 10 emotional needs. You can have a deeper analysis of your audience by looking at it per page, per device, and on a specific date range.



When clicking on “Group by needs” at the bottom of the page, you can see the split by groups of emotional needs: Intuitive (sum of Competition, Attention, Safety, Comfort and Community) and Rational (sum of Immediacy, Notoriety, Understanding, Change and Quality).


Knowing your audience is crucial to tailoring your content and improving the user experience.


  • Audit

Analysis context


Once you know what your visitors need thanks to the “Audience” tab, the next question is “Does my website satisfy these needs?”. The Audit tab is here to answer this question on any page of your website.

On the Audit page, you can select the page you want to analyze, the goal to reach and the device, and quickly identify the most important emotional dissatisfactions, on which you have to put your focus. 

You can play with the date range to analyze the data, and therefore detect a change of emotional need related to a period of time (e.g.: Black Friday, holidays, etc.). The insights regarding your audience's main emotional needs will help you build a meaningful roadmap of campaigns.


What’s important on this step is to see from one step to the next in the user journey, what emotional needs are the least satisfied.

For instance, looking at the page “Category Page”, with a goal of viewing the page "Product Page” will help you see what is the need the least satisfied between these 2 steps, and therefore where you should focus on when launching campaigns on the Category Page.

To help you define the actions to take in order to maximize the satisfaction of your users and therefore make them convert, you can find ideas of campaigns to run in the Needs tab, or reach out to your CSM for good advice.


Emotional Score


On the Audit tab, you can also see the Emotional Score of your website.


Emotional Score is a grade that helps you score your pages based on their ability to satisfy all emotional needs equally. 

For instance, a score of 75 corresponds to a situation where dissatisfaction of important emotional needs of the audience generates 25% conversion loss compared to the ideal situation (score = 100).

A score of 100 corresponds to a site that satisfies all emotional needs equally.


There is no standard threshold to consider a good/bad Emotional Score. It has to be compared to the average conversion rate of the step you are considering. For a page already converting at 98% (e.g.: a simple yes/no question to answer), Emotional Score will always be between 98 and 100, but on a step with a big drop (e.g.: having only 35% conversion rate), the Emotional Score may be very low. 


💡 As soon as you are below 90 it means that you are losing at least 10% of your business on this specific step due to emotional dissatisfaction, and 10% may be a big loss depending on the revenue impact of that step.


Ranking of unsatisfied needs


Below the Emotional Score appear the amount of conversions lost for each Emotional Need. This detail in the analysis helps you define if your focus has to be put on the main segments presents in your audience or if other segments - maybe less present on your website - represent a higher potential of growth as they convert less.


Conversion rate comparison

These opportunities are calculated from the size and conversion rates of the audience segments for which these needs are most important. For example, if visitors with a strong need for security are numerous in the audience and have a lower than average conversion rate, this indicates a strong opportunity to improve the user experience by presenting more secure elements.


The bottom graph on this page gives you the conversion rate per segment on the selected page for the selected goal.



The information displayed on the Audit page helps you prioritize your actions for a specific page, and focus on the segments of your audience that can bring you the most revenue.


  • Opportunities

The Opportunities tab gives you a simple and fast reading of the audit at the level of the whole customer journey.

This page presents the aggregated and organized results of the Audit tab performed at each journey step that is contained in the website mapping you want to use. 

You can analyze the details on a specific date range and on various devices.

From here, you can see what are the pages where you are missing out on the most conversions. Conversion losses data are translated into monetary opportunities by using the average business value of journey goals that is entered in the settings (default value: 100€).


In the Pages ranking column, you see the pages of your website ranked by the highest amount of missed opportunities. When you click on any of these blocks (in which you see the page name, the number of missed conversions due to unsatisfying main needs of the audience, and the lost revenues associated), you will see on the right column the ranking of emotional dissatisfaction behind these business losses.



  • AB Tests

From this page, you can see all A/B tests on which data is collected or has been collected regarding your visitors' emotional needs. 


Monitored tests refers to the tests where data is updated every 2 weeks. 

AB tests are monitored by default, but monitoring can be disabled when not relevant (e.g. for A/A tests).



From this page, you can open the EmotionsAI report related to the campaign by clicking on the button in the “View Report” column, but you can also open it directly from the AB Tasty campaign report, when clicking on the EmotionsAI reporting button on the left menu:


  • Personalization

You can find on this tab all personalizations that use EmotionsAI segments as targeting criteria and a quick summary of the conversion and business uplifts that have been obtained in a given period by using EmotionsAI-based personalizations. It is very convenient for regular reporting.


From here, you can also open the EmotionsAI report related to your campaign.

Was this article helpful?