# Empathy Mapping for Marketing & CRO

> UX empathy mapping framework adapted for marketing strategy and CRO

This framework adapts the design thinking empathy map to marketing and conversion rate optimization. It categorizes user perception across what they say, think, do, and feel, alongside their core pains and gains. Using it helps teams identify emotional triggers and objections to write higher-converting copy and funnel strategies.

## How it works

Empathy mapping breaks down user perception into key quadrants—what the target customer says, thinks, does, and feels, along with their pains and gains. In marketing, applying this framework allows you to craft tailored value propositions, address customer objections before they arise, and optimize conversion funnels.

## What it is for

- Identify emotional triggers and pain points for landing page copy
- Uncover customer objections before designing conversion funnels
- Align marketing messaging with user research findings

## Key points

- Map what target customers explicitly say out loud during interviews or reviews
- Capture what users think and consider internally but may not state
- Track actual behaviors and actions taken during the purchasing journey
- Chart emotional states and feelings experienced at each stage
- Document underlying user pains, fears, and desired gains

## Pricing

Free

## Details

- Type: Tip
- Category: [Marketing & Sales](https://xiry.app/topics/marketing-sales.md)
- Topic: [Conversion Optimization](https://xiry.app/topics/marketing-sales/conversion-optimization.md)
- Open source: no
- Platforms: other
- For: Marketers, copywriters, and conversion rate optimization specialists
- Alternative to: Buyer Persona Templates, Customer Journey Mapping
- Tags: cro, copywriting, empathy mapping, ux design, framework

## Why it was saved

- [@apurv_sngh, 2 October 2024](https://www.instagram.com/reel/DAnvfdwoKQS/): Enables marketers to gain deeper insights into their audience's pain points and emotional triggers to create resonant messaging and improve conversion rates.

## Related

- [13 Common AI SaaS Landing Page Mistakes to Avoid](https://xiry.app/resources/13-common-ai-saas-landing-page-mistakes-to-avoid): Checklist and teardown of common conversion mistakes on AI SaaS landing pages (Framework, Free)
- [9-Part Landing Page Formula](https://xiry.app/resources/9-part-landing-page-formula): A nine-step copywriting framework for structuring high-converting sales and landing pages. (Framework, Free)
- [Bad CTAs vs Good CTAs Blueprint](https://xiry.app/resources/bad-ctas-vs-good-ctas-blueprint): A copywriting guide showing five specific call-to-action button rewrites and rationales. (Framework, Free)
- [Bad FAQ vs Good FAQ Framework](https://xiry.app/resources/bad-faq-vs-good-faq-framework): Design guide for structuring landing page FAQ sections that drive conversions (Framework, Free)
- [Cameo Celebrity Testimonials for Landing Pages](https://xiry.app/resources/cameo-celebrity-testimonials-for-landing-pages): Using low-cost minor celebrity video shoutouts as landing page social proof. (Tip, Paid)
- [Cart Abandonment Benchmarks & Drop-Off Reasons](https://xiry.app/resources/cart-abandonment-benchmarks-and-drop-off-reasons): Survey breakdown of why online shoppers abandon checkout carts. (Tip, Free)

Updated 3 October 2026. Page: https://xiry.app/resources/empathy-mapping-for-marketing-and-cro

Make your own library: Xiry takes your saved reels, tweets, Reddit bookmarks and Watch Later videos, makes them searchable and pulls the useful stuff out, like this library. It's invite-only for now; join the waitlist at https://xiry.app/#waitlist.