Overview
Transcript
Overview
We all want more conversions for our websites or clients, but get confused by all the analytics, automation tools, machine learning, and other buzzwords.
All these tools will never help you create high-converting pages for your prospects if you fail to leverage the one component that matters more than anything else in marketing: Emotion.
Talia Wolf will show us how to get into your prospects’ heads and tap into the different emotional triggers that persuade people’s purchasing decisions.
Transcript
hi everyone and welcome to another
elementor webinar and today we’re going
to deal
with conversion rate optimization for
those who don’t know
conversion rate optimization is the
process where you increase the
percentage
where the user takes action this can be
filling out a form
buying a product etc we have one of the
world’s best
experts about this topic i’m talking to
the founder of get
uplift she has helped some of the
largest companies in the world to boost
conversions
using emotions and psychology she’s
taught on stages such as
google mozcon cta conf
searchlav and many more she was recently
listed as one of the most
influential experts in conversion
optimization
today she offers conversion optimization
services in-house training workshops
and online courses i’m talking about of
course
talia wolf welcome to the show thank you
for having me i’m excited
yeah it’s it’s such a great topic and i
love it and i love
talking about it uh can you tell me how
did you get started with
this field yeah um i
was actually working in a social media
agency
and i was in charge of many many clients
you know
facebook twitter youtube linkedin stuff
and most of our clients were just
worried about likes
and engagement but for me i was
constantly trying to see like okay
what’s the impact
are my clients getting customers are
they getting sales
are they getting leads what are they
doing and then kind of going from that
point to figuring out okay how can i set
up the right tracking to
oh this isn’t working there the way i
want it to
how can i make this better and i went
through like this
deep dive of trying to figure out what
to do so
i would randomly change all sorts of
things and i would
look at blog posts and just basically
kind of ask
people what they think and i change like
the ad or i
change a landing page and i just guess
what would be the best thing to do and
kind of test that out and see what
happens
and i later understood i’m actually in
an actual
field which is called cro it was just at
the beginning of it there was maybe
one or two agencies in the whole wide
world that were doing
conversion optimization but the more i
did it the more
i realized how much i loved it and i
started
building my own process i started my own
agency with two partners
and we developed this process together
and we kept going and kind of optimizing
again and again it was just something
that i
found myself doing without really
knowing what i was doing if that makes
sense
yeah for sure and what’s the biggest
misconception about this field
i think the biggest misconception is
that people think that conversion
optimization
is about moving elements on the page
in order to increase conversion like oh
if i just make this button bigger
or blue or red it will work and that’s
what conversion optimization is about
but from my research and from running
thousands of tests i can tell you that
conversion optimization
isn’t about that it’s about solving
people’s problems
and more than that it’s about
understanding
how people make decisions in life which
i will get into today
how people make decisions purchasing
decisions and
what influences them and then being able
to create an experience
for them something that actually not
only works for them and helps them and
delivers the best value for them but
also helps you achieve your goals
and as a result you’re not only
increasing just conversions
you’re transforming your entire business
because you’re
growing on every metric so it might seem
like a bit robust
but that’s kind of in my opinion the
biggest misconception that’s like oh
let’s move a button and that will be
fine
well it sounds exciting let’s dive right
in
uh show us what you brought us today
all right so all right so
um today i’m going to be talking about
emotional targeting and how you can
leverage that in order to grow
conversions and create a better user
experience
for your customers so the first thing i
do whenever i start working with clients
is i ask them
why do they think people buy from them
what is the reason
that your prospect chooses to buy from
you
or start a free trial with you or
contact you
for a demo over a consultation over
your competitors and funnily enough most
people
give me a very long list of features and
pricing and technology and everything to
do
with the product itself it’s all about
what the product is the features and the
pricing
but i know for a fact that if this was
the reason
that people bought products or hired
people for
different services then the biggest
companies in the world would have
landing pages like this right coca-cola
would talk about the fact that they’re
the number one uh landing sorry the
number one drink in the world
but they don’t do that they don’t talk
about
their calories they don’t talk about you
know what they’re made of or how much it
costs
you will never ever ever see a landing
page like this for coca-cola
so why does the entire web look like
this this is what drives me nuts you
look at the biggest brands in the world
that are online and they’re like zoom
the number one video conferencing and
web conferencing in the world
so okay cool it’s about us introducing
the industry leading solution for
government contractors
everything’s about the product right and
even the visuals look at that it’s all
like
here’s a screenshot of our product and
what it looks like
um i can go on and on about this but
again like number one cloud accounting
software the world’s
best ui components and so on and so on
it’s all about them it’s all about their
product the features how much it costs
or my favorite we’re the number one
we’re the best
we’re the favorite everyone’s talking
about themselves
and the reason this happens is because
we’ve somehow
gotten into this mindset that we think
that this is how people buy
that they come to a website and they’re
thinking oh should i buy this product or
not should i sign up
oh and they go for this like elaborate
product like
process of thinking pros cons makes
sense doesn’t make sense
yes or no but
the biggest brands in the world and i’ll
take it even further
neuroscientists psychologists
they all know we’ve known this for
decades it’s not me saying this
no but this is not how people make
decisions about anything in life not
about what they wear in the morning and
not about which software they choose to
buy for hundreds of thousands of dollars
a month
this isn’t how people make decisions
this is
every single decision in life that we
make
is based on emotion whether we want to
believe it or not and i know
that we love to think that we’re
rational people that we make rational
decisions
and that i’m not irrational but that’s
exactly it whether it’s
a b2c product or a b2b product
there’s always emotion involved and i’ll
give you an example because this is
it’s not going to be me it’s going to be
science okay so
dr antonio damasio he run
a research with people who have brain
damage
and these people have the everything
works
everything’s okay but the brain damage
that they actually have is that they
can’t feel any emotion
no emotion at all and what he found
is that though they could go about their
lives
mostly doing the same the one biggest
problem that they had
was that they could not make any
decisions in life not even what sandwich
to eat
like this was a serious issue and he
understood
that without emotion there are no
decisions
and that’s why you know you asked me
before about hey what’s the biggest
misconception what we need to understand
is that
emotions affect our decisions and
decision making
obviously affects conversions because
the way people make decisions
of how to buy something or how to
contact if they want to contact someone
or the results that they’re looking for
affect
conversions and obviously conversions
affect revenue
so what i want to say here is that no
matter what you’re selling
what people really care about isn’t the
what
it’s the why and this is super super
important if you can focus
on the value on the desired outcome on
the emotional outcome
that your clients or customers or users
whatever you call them
are aiming for what they’re looking for
and you know that
back to front you know what their pain
is and
what is the desired outcome the value
that they’re looking for that emotional
value
you can create a high converting
experience for them no matter what
industry
you’re in and i want to show you an
example
all right so this is a client of ours
what’s a client of ours and what they do
is they help you create
beautiful infographics and
what’s interesting here is that they
came to us and they said listen we’re
not getting enough signups
and for this uh product and
even people who sign up don’t really use
the product they don’t come back and
they definitely
don’t upgrade so one of the things that
we did
is actually help them and ask them hey
what have you tried so far and again
this goes back to hey what’s the biggest
misconception
so they said well we tried reducing load
time we tried adding an exit pop-up
oh we changed the color of the call to
action button we removed a few steps in
a funnel
and we changed the headline and i was
like okay cool
did that work no not really it doesn’t
work
um and this the reason that doesn’t work
is actually
fairly simple it’s because we
tend to put to look at conversion
optimization as one of these things
where you like
moving elements on the page so you take
a page you duplicate it
you change the call to action button
you’re like
and nothing happens right and even if it
does like let’s say
the blue button one or purple and then i
don’t know if this is blue or purple
um what does that even mean like what
are you going to do with this how are
you going to scale these results and
that’s why i told you at the beginning
that conversion optimization
isn’t about changing elements on the
page it’s about
solving people’s problems it’s about
understanding
that real pain that people
are feeling what they’re experiencing
and then understanding what the desired
outcome is
so this is actually why i developed the
emotional targeting methodology
because i understood after running that
hamster wheel of trying things and
moving elements on the page of nothing
working
that if i understand the decision-making
process
of people i can write copy i can create
designs i can do everything in order to
increase conversions
so we created this process and we found
that there are over 223 different
emotional triggers
that actually impact people’s decision
making and it’s never just one
there’s like two or three at play it is
it’s it’s
it’s impactful there’s a lot going on
in that in decisions that we’re making
so
what i actually want to tell you about
today is four
core questions that you need to answer
so if you’re sitting in front of the
screen right now and you’re like but how
do i even get started
well here’s four questions that you
should be able to answer
every single day and it’s okay if you
don’t know the answers right now because
i’m
gonna show you gonna teach you how to
answer those questions but these
are the core questions and the cool
thing about them is
if you know the answers to these
questions
you will be able to like no doubt
write high converting copy create a high
converting landing page
create an amazing email sequence
everything like all that good stuff and
websites and everything
so question number one what pain
does my customer feel before finding a
solution so what is waking them up at
night what is driving them nuts
what is just really
upsetting them and go and it could be
from anything from the smallest thing i
don’t have a dog walker for my dog or is
it i have a huge issue of communication
with my company
who is spread all over the world or it’s
covered and everyone’s working
from home and i have a communicational
issue with my cut with my team
what is that core feeling that pain that
they’re experiencing
right now before they find you then
what are the emotional triggers that
drive the decision making
what are their hesitations and concerns
so what are the roadblocks they’ve come
to your website they’ve come to your
landing page
why are they not going for it what’s
holding them back
and lastly and probably the most
important question
how do they want to feel after finding a
solution and this is
emotional it’s not they want to save
time i’m not asking about
it’s not save money right that’s not it
it’s they want to feel safe they want to
feel loved they want to feel part of a
community
they want to feel that they are in good
hands
where are they with that what is that
desired outcome
so how do we answer these questions i’m
going to show you
three tested and proven ways to leverage
emotion for optimization and actually
answer these questions
so the quickest way to answer these
questions is
to start with a customer so this is
about
running meaningful research now
hopefully you guys know what i’m talking
about because you’re in ux
so i’m i’m gunning for this because
they’re going to be like oh we’re not
learning anything new here this doesn’t
make any sense
so here’s what i think about this when i
speak to clients
or my students i asked them like when
was the last time you
spoke to your actual customers and
clients when was the last time you
ran a survey you did an interview
or something like that and most of them
say we haven’t we haven’t done so in a
year um
a lot of people say well even when we
run them we don’t really get
interesting answers so for me when
you’re not
making it about the customer when you
don’t start with
running meaningful customer research
it’s more or less
like saying i’m going to plan this
amazing beautiful product
because i know best and i know exactly
what
my customers need and you spend months
and months
of pouring your heart and soul into this
wonderful product which you know
absolutely you’re absolutely sure that
everyone’s going to love
all your resources all the money and
then you launch it and you’re like
hmm no one’s actually using this
right and it happens to so many
companies which is just
crazy right and you can actually not get
you can avoid being in this position if
you just
run some customer centric research and
what that means is
using surveys for your customers and
your visitors it means running
interviews it means doing competitor
analysis not looking at the other
websites and saying oh they have a
button here or they have this feature
but competitor analysis from an
emotional standpoint
you can do social listening you can do
review mining there’s
it’s never ending there’s just so much
amazing things you can do
and i want to share with you my top
customer survey
questions so what this means is that
with every client that i start working
with i put together a survey
it could be on type form it could be in
survey monkey those are my go to’s
and i reach out to the
customers who are already using my
clients software
already hired them to do some sort of
job for them and i ask them
these questions number one what was
going on in your life or your day that
made you search for this solution
so this is instead of the classical
question hey why’d you come to our
website today
and they would say if you ask them that
i’ll just go i’m looking for
uh i don’t know i’m looking for a
project management tool right that’s
what they’ll say
but if you ask what was going on in your
life that day
hmm interesting well that day i went to
a meeting and this happened and this
person really pissed me off and whatever
and they’re like oh that’s what led to
it and this helps us understand
the pain that people were experiencing
and not
why they came to the website because you
don’t really care
yeah um when you weren’t using
the solution how did you solve this
problem
super super important question and
here’s why
it’s not about identifying your
competitors what we want to understand
is beforehand they had a problem
communicating
i don’t know this is the this is the
example i’ve chosen
how did they solve this before were they
using a competitor
you might actually find out that they
were using email or a spreadsheet or a
va
or who knows or maybe they were not
solving this issue
and why does this matter because when
you’re putting together
messaging for example or high converting
copy
what you want to reflect to your
prospects is that you know
them you understand their pain and you
know what they’ve tried and you can say
previously you’ve tried x y and z and
none of it has worked
you can say i know you and i’m not just
saying
we’ve been there we’ve done that but
you’re actually proving
maybe you did maybe used a worksheet
maybe you hired a va to do that task
maybe you did this and it didn’t work
here’s a solution that does and that
gives people your prospects
the feeling and the understanding that
you actually
know who they are i mean it’s important
it’s important to say that if they’re
building websites for clients they can
use the same logic
to on their clients of course
of course because when you’re talking to
your client and you’re saying okay
why did you come to this what were you
doing who and if you’re building
i i guess it also depends then on if
they’re building a website for their
client
they’re they have to think about their
customers the clients customers the
clients
users when they are planning this
website too because it’s not only about
the client that they’re designing for
it’s also about the people who are going
to come to the website
so there’s a lot of things here that are
involved and what you want to ask them
is hey if you could no longer use this
solution anymore
what would you miss the most and this is
a wonderful question
because it’s under understanding the
exact value
that you actually deliver because if you
ask hey
what’s the best thing about us then
they’ll say this feature that feature or
this pricing
but if you ask them hey tomorrow this
product doesn’t exist anymore
how would you feel or what would you
miss the most you will be surprised by
the answers that people give you and it
will give you an understanding of what
the
real value proposition is and lastly
what’s the number one thing you’d
mention to a friend
if you wanted to convince them to give
you a try
and that’s a great way to get
testimonials and also see how
other people talk about you so if you
are building a website for
your clients or if you are creating a
landing page for software or if you’re
building a website for yourself
all of this is about the end user and
the person who’s coming to
the website itself and it really does
matter because these are the things that
will deliver the results that you’re
looking for
now i just want to say that i want to
give you a pro tip and that is that you
want to keep asking why
until there’s no whys left and the
reason why this is so important is
because
as i mentioned before we tend to think
that we’re rational people so if you
ask people hey why did you sign up they
will tell you
that it’s because of features and
pricing and you want to go
beyond that you want to dig deeper so i
want to show you how you can do that by
asking
why so the same client that i showed you
before when we were just getting started
that infographic company
we reached out with surveys and asked
people what persuaded them to sign up so
how did they get over this roadblock and
what made them think hey
okay i’m gonna take a chance on this
company
and some people said okay you know you
had the most features and we said
oh cool but why do you need so many
features
well i needed something different than
everyone else
why well i wanted to create something
more memorable
okay cool we’re getting somewhere why do
you need to create something more
memorable
so i keep asking why and they said i
needed to stand out or i needed to be
appreciated by
my manager my colleagues my family my
friends
and this is what persuaded them to sign
up
because they understood that the
emotional value
of using this type of product will allow
them
to improve their social image social
image is a psychological trigger
and an emotional trigger that is all
about how
we want others to perceive us and feel
about us and
in this case all these people who are
using this infographic creator
really wanted to know that
their work is not going unnoticed that
they can create something that will
really make them shine and
elevate so going back to this client of
ours this was their
first landing page which is also which
was also their homepage by the way
and this is what we created make
impressive infographics
so it’s about their end result not
the easy to use infographic creator it’s
about
making impressive infographics it’s
about showing the results because if you
look at their homepage you’ll notice or
this landing page you’ll notice
that their hero image is a video
showing you how to use a product it’s
literally a drag and drop
video so we showed them the outcome and
by doing so we got a 24
increase in registrations and 76
increase in creation
of presentations and infographics so
this was
huge for this company just by i guess
changing the whole aspect of it’s not
about the product
it’s about them and their results
and their emotions does that make sense
for sure yeah
that’s great okay so let’s talk about
the next step
the next step is adding emotion to your
copy
so many times i speak to people
who say well we don’t really have the
capacity to do a redesign
right now and as people who do ux or
people who build websites
you most definitely don’t always have
the option
to do complete overhauls and complete
redesigns and sometimes it’s about just
proving
that the importance of messaging so
a while ago i worked with social media
uh examiner social media marketing world
and
they are an amazing amazing brand they
have a huge blog and they also have a
conference
that happens once a year in march in san
diego and they hired us to help them
essentially sell more tickets for this
conference
and if you look at this landing page at
the sales page
you’ll notice that it’s nothing like the
regular sales pages
that you would see it’s not like the
shiny bright new sales pages
and yet this is what worked best for
them so
we did our research and we tried to
figure out okay what are the roadblocks
what are the issues
what are the emotional triggers and
after we did
this research we realized that the
people coming to this conference
were feeling confused they were
overwhelmed with the amount
of stuff and speed the social media
world keeps changing
they were unsure on what to focus on
they needed
guidance they didn’t know where this
world was going on to
towards they they needed focus so what
we did believe it or not so you saw this
page it goes on and on there’s 3
000 words on this page and we went ahead
and added
another section to the page even more
copy
and this entire section just copy is
about just the pain that they may be
feeling
and then painting the desired outcomes
so
i won’t go for the entire copy but it
says if you’re struggling to keep up
with the ever-changing nature of social
media marketing
this event is for you and we break it
down like here’s the pains
and here’s what you could be doing after
this conference
you could know all the strategies you
could 10x your roi
you could form relationships with people
and
just by adding this section we go to 41
uplift and sign ups and 16 increase in
sales
and revenue you don’t have to do
a complete redesign if you don’t have
the resources
the budget the copy you know it’s at the
end of the day it’s about sometimes it’s
about just getting that
quick in like in with the client to
prove that you can do something
and messaging can have a huge impact on
it and i
think that one way to show this and i’ll
ask you ben
um i will show you two options and you
will tell me
what do you think you’d convert to
so let’s do it we have the number one
dog walking service in washington
congress contact
us to book your dog’s walk today
cool okay all right this landing page is
fine it has that headline that i
mentioned that i don’t like but cool
fantastic great everyone thinks they’re
number one yes
you know what even if they are number
one who the
cares fantastic for you good for you
um okay maybe you’d convert on this page
maybe i don’t know
okay here’s option number two
stop worrying at work we’ve got your pup
we make sure your loved one gets daily
exercises and a whole lot of love
until you get home oh
i like yeah it’s an easy choice right
yeah it’s about the message i don’t have
a dog but
for sure i’m gonna get a dog now are you
a cat person
uh yeah but i don’t have any any only
kids
right now no excuse me after kids too
yeah oh my gosh um but i think
it’s not that being number one isn’t
important
it’s just that when we live in the world
that we live in which is people
you know we see thousands of messages a
day and we tab
jump right we jump from tap to tap to
tab
looking for different options what we
need to see
immediately is something that hits
something that
resonates with us emotionally maybe
lower on the page they could say hey
we’re the number one dog walking service
who’s going to prove them wrong and
maybe
maybe that’s true but it’s not the
immediate message that someone needs to
see
so i want to give you a copy formula an
emotional copy formula that you can use
in order to upgrade any website so if
you were hired now to do a website for
your client you can upgrade any website
with
this bullet this copy formula so
you take the feature that you’re trying
to sell
and you add to the desired outcome that
they’re looking for
and that equals emotional centric
copy and i’ll show you an example so
here is the feature okay this is for an
online parenting course and the feature
was that you get scripts maybe it’s
right for you right now then
uh word by word script
for handling back talk don’t know about
you but my kid’s three and a half and
he’s already been cheeky
so that’s the feature those are the
scripts
then we have the desired outcome so what
is the outcome that i’d love for to
confidently and calmly
handle any crisis with my toddler
so we have the feature which is the
script and we have the desired outcome
and that is to feel calm and confident
and know that i’ve got this
so as you pair those two together
and it’s word for words scripts you can
rely on to handle any crisis
confidently even during tantrums and
stressful
arguments so we’ve taken the feature
we’ve added the desired outcome and that
is what makes it
an emotional copy for example for a
landing page software you could say
build faster landing pages right that’s
some sort of feature because you won’t
need to
worry about anything and you can do it
quick but the emotional value is that i
won’t have to deal with developers
because sometimes they’re hard so you
pair that together and you would say
build faster landing pages without
having to rely
on developers the feature plus the
emotional outcome
or master the newest strategies for an
online marketing course
and gain your ceo’s trust and confidence
so it’s about pairing those two together
so that’s kind of a quick
way for you to use emotional copy on
your websites
so a few other things that are important
make sure that you focus on the value
over the benefits and the features tell
the customer’s
story so remember it’s not about you
it’s not about you being number one
it really isn’t it’s about them
they are the heroes of the story relate
to your audience
you can do that if you ask the right
questions if you ask them
what they did before finding a solution
you can tell them how you use the same
tools or how
you tried doing the same thing you tried
building a website this way you tried
creating a landing page that way or you
tried
you know solving this with a spreadsheet
before and it didn’t work
that’s how you relate and most
importantly build a relationship
it’s not swap ass and hours into
you or me or i if possible
okay last thing we spoke about
meaningful customer research we spoke
about adding emotion to your copy let’s
talk about how to
add emotion to your design because i
know that you guys are
super enthusiastic about design which is
important
so it’s not enough to
to just have the messaging obviously
the design has to amplify the message
and this is a really important thing
because
too many times first comes the design
and then you add
copy so many times you’ll see like a
lorem ipsum text and there’s a beautiful
design
so i want to encourage you to think of
it in a different way first write the
copy
and then create design that uh
heightens and amplifies the messaging
so first of all let’s go back to design
basics
we see over 40 000 messages a day
seriously this is insane and this was
last year
i don’t know what their current data is
but it’s incredible so we get
pop-ups and notifications and ads and
things coming to us 24 hours a day
so we need to go back to the basics
which means we need to reduce visual
noise we need to have less things going
on in the page
obviously only one call to action button
you want to choose
the the colors that you’re using you
want to think about the different
elements that you have on the page
because the amount of
colors icons the visuals the font size
the layout
everything matters you know this this is
something that you do and you excel in
then sometimes we run to
kind of i guess chase this new
cool thing that everyone’s doing we want
to be ahead of everyone and we want to
try these cool things
and we forget about the user we forget
about the person who’s coming to the
page who’s overwhelmed and has
no idea what they’re doing and what’s
going on and what they should be
clicking on
so you want to reduce that visual noise
and i want to show you a funny example
so this is a software that
runs heat maps and analytic analytics
and
they asked us it’s pt engine they’re
they’re called and
they asked us to help them increase
their signups and
implementation rate of the tool
that they were using because it’s a
software and
we did some research and we did some
surveys interviews
and we ran some heat maps and funnily
enough
the biggest thing that we got back from
people was that they couldn’t understand
how it said user-friendly website uh web
analytics and heat map platform
but everything moving around there was
this video in the background that was
super cool because it’s cool to put
videos
in the background but it was confusing
people it looked
super hard because it was showing how
the product
works in the background so we did this
real like crash test just to help them
really quickly and we simply removed the
background
sure would i test this color normally
probably not but we simply removed the
background
and it increased conversions by 57 in
increased
conversions by signups by 57
and we then went ahead and
you know added more white space changed
the ghost buttons
changed the the messaging on the page
and we got an
increase of 80 in implementation of the
tool
so really it’s about going back to those
basics and remembering that you want to
have
a high contrast between the image and
the page content so people can
read the copy too many times i’ve seen
websites
and landing pages where you just can’t
read the copy
the image is beautiful but it’s
impossible to read
you want to make sure that you’re using
distraction clean hero images and what i
mean by that
is nothing too uh i guess
noisy that will stand out too much i
like to actually
keep to the two rules of like two color
rule
which means every image should have
i should have a maximum of two colors in
it so that it doesn’t stand out too much
and take away
from the call to action button or the
copy itself
white space white space white space i
cannot
say this enough let people believe
there isn’t enough white space anywhere
and
one call to action button on a page now
what this
means it’s not that you can only have an
actual
one actual button but it means that
you’re only asking people to take
one action not sign up
and pay not find out more and
i don’t know register just one button
start now
get started sign up contact us
that’s the call to action but you also
want to make sure that if you’re adding
more of those to on
along the page make sure the call to
action button is the same color and has
the same copy and it’s repeating
itself so that it’s just
one ask from people because there’s too
much going on remember we’re getting too
many people asking us for things
so that’s the design basics let’s talk
about using emotion
in design so let’s say
you’ve taken the time you’ve done the
research you’ve written brilliant copy
and you are designing a website for
skype and
the messaging that you come up with is
join
the millions of people talking on skype
cool
that utilizes the bandwagon effect
another psychological trigger right it’s
cool
everyone’s using us come join
it’s a psychological trigger we all want
to do what everyone else is doing
yeah so you sit in front of the computer
and you’re like
ta-da
skype you failed they don’t have this
website anymore but it was like
i think this was a year ago
hire me i’ll do your conversion um
so the thing about the thing here is
there’s a dissonance right we’re saying
join the millions talking on skype but
you’re not
using the visuals to make that happen
i would have expected to like see a map
of the world with pins
or seeing people from different walks of
life from all over the world
talking to each other to amplify the
fact that there’s millions of people
using skype but instead they do the
classic
b2b and guys if you are now designing a
website for b2b companies
it’s so easy to go down that route of
like a screenshot of the product on
every different
device but that isn’t persuasive and
that
isn’t emotional and it’s it’s not that
people don’t need to see that
they do probably need to see it but not
as the hero image
later down on the page and i’ll show you
an example
so this is a website that sells
um what’s it called why did i lose my um
the word so cameras and all sorts of
privacy
and security cameras found the word
this company sells security cams and
they say have peace of mind
knowing your house is secure cool but
then they show me a screenshot
of a phone with like a shield on it
and a few cameras not very helpful this
is another website that does that
you look at these websites and then you
look at arlo every
single angle coverage and you see a
parent with their child
they’re playing no worries there’s no
visual there’s no camera in sight
but you get it don’t you don’t have to
see the product
now i’m not saying that
people that come to arlo’s website won’t
need to see the product of course they
will
at some point but first grab their
attention before they go to someone else
and lure them in with that emotion and
make a promise
with the visual and pair it with that uh
message that you have and plus the
parent
playing with the kid is very emotional
exactly and that
is what these people were trying to say
peace of mind
knowing your home is secure right this
parent is playing with their child
not a care in the world they’re great
and that’s
that’s what you’re trying to say right
every angle covered
no need to worry and that is super
important when you’re thinking about
strategy and using
emotion so for example we did this for a
while ago for
a company this they had um
what they do is create custom birthday
invitations
for parents and their children so this
is their landing page they had hundreds
of thousands of people coming to this
landing page slash website every day and
what was happening is it said okay
custom online invitations
in minutes that’s about the product then
you have all these features
that say you know here’s how many
layouts we have here’s how it works
here’s this then the visuals themselves
are just of the actual invitations and
there’s nothing in here about the
customer
it’s all about the product so we did our
research
and we figured out that these parents
that are
creating birthday invitations for the
kids have
two different emotional triggers that
are
uh i’d say really impacting them the
first one
is social image what other people what
other parents are thinking about them so
they want to create something that other
parents will look at them and say wow
this
parent is killing it they know what
they’re doing so it’s really important
but on the other hand there was another
part which was more important and that’s
self-image and that was that
parents who are overworked who have a
lot on their plate
want to feel good about themselves as
parents and they want to know that they
can create a beautiful experience for
their child and create a beautiful
birthday party for them so that doesn’t
appear
anywhere on this page and that’s why we
created this variation
a great party starts with a great
invitation a visual that has nothing to
do with what the cards look like or what
the invitations look like
and it’s more about the feeling that you
get
it’s about that desired outcome and we
also added some information
about how it works and how easy it is
because we know that these parents are
working
and they’ve got kids and they’ve got a
lot on their plate so just by doing this
we got a 12
increase in registrations sorry and
downloads 18
increase in registrations and 42
increase
in paying customers so going back
to adding emotion to your design
help your visitor visually go back to
the basics all that good stuff we
mentioned
white space one call to action no noise
no distractions
use images that support your emotional
message so if you’re trying to say
something
use images to amplify that use images
that people can
relate to or aspire to be like and it’s
super important because
we want to see people like ourselves on
the website or we want to see people
that we could be
or we could become because when we buy
products
or services we’re buying better versions
of ourselves better parents we’re better
marketers
we’re better gardeners whatever it is so
use those images that people can relate
to and
make sure that the emotion is consistent
throughout
the entire website not just
in the header section because it’s cool
okay last
piece let’s have a pre-flight checklist
before
oh i love checklists okay
cool so number one are you making it
about yourself or are you making it
about the visitor ask yourself
how many times did you mention yourself
how many times do you talk about your
own features and products
can the customer see them
inside and which means can people see
and feel
the emotional outcomes that they desire
are you using emotion in both your copy
and your visuals
and most importantly can people
immediately see the why and this is
super super important because
here’s the thing about marketing in
general and that’s
we all know what we’re selling we all
know if it’s a watch if it’s
a dog walking service if it’s a
ice cream if it’s an accounting software
we know the what
we know the how so we know we’ve got
automation we have machine learning we
have 500 cones or flavors we know
that it has x templates or that it’s
user-friendly
but almost no one almost no one talks
about
the why the actual
reason so true
very few organizations understand why
people buy from them
and if you succeed in going deeper in
understanding
those emotional triggers and
understanding how people make decisions
in life
then everything you do can really
amplify and create better
websites and experiences for people and
for your audience and you will get
better results
so all this to say stop asking what is
your goal
and start asking what is your customer’s
goal
that’s it that’s me thank you very very
much that’s what i had to say
i i really love it i i you know those
there are those videos that you or
lecturers that you end and you
automatically want to you know implement
it and uh
try to figure out how you’re gonna
actually use it in your work and
that’s that’s simply great plus i think
you you
enjoy it more if you be more if you’re
more creative if you you think about the
emotional impact
you’re going to be a lot it’s going to
be a lot more enjoyable the the process
itself yeah it is and i think it’s also
more rewarding because you
understand the impact that you have on
people and you can constantly optimize
and you can constantly learn more
and and help people and really drive
value
versus just putting something out there
in the world and hoping it will work
uh we’re just going to uh answer a few
questions we got from
from the community uh but but first you
mentioned
the funnel that people think about a
complex funnel
and your your model actually shows that
people can buy
from emotion they can buy pretty much
immediately so how do you think about
you know the the classic funnel
awareness consideration decision
as opposed to like impulse buying
you know i think that every business is
very different than the rest and if
you’re making a b2b
decision versus a b2c decision it can be
very different
and emotion kind of gets into every step
of that funnel
it can impact you on an ad on the
landing page on a thank you page
on an even in an email and what you want
to do what you want to use emotion for
is not just that immediate purchase
it’s throughout the entire experience
because even once someone’s converted
your goal is to keep them happy it’s to
keep them coming back
and to keep wanting to use your product
and the idea
of using emotion is that when people
understand the actual value of the
product and not
oh i can get this done because when you
when you
buy a tool or you purchase a tool for
example and you’re like okay it helps me
calculate something or it helps me you
know launch something quickly
that’s cool but if something else comes
up i’m gonna go for it i’m gonna go who
cares because it’s just
a tool exactly right right
you want to build a relationship right
exactly and also when
your prospect and your customer
understands
that you know them that you understand
them and that you are there for them to
help their
lives get better that’s when you create
those
long lasting relationships so emotion
needs to be consistent throughout the
entire funnel
from start to end and there is no end
hopefully because you want to keep them
coming back
and they always at the end of the day
the the the goal
is so that they understand that there is
so much more than just
x it’s an entire it solves a huge
problem for you so that’s how i feel
like
why emotion is above everything at the
end of the day
you want to keep the flame going and uh
keep them excited
yes uh so let’s go on to the uh
we’re excited to go on to the qa so qqa
uh so roy haddad asks
uh sometimes when dealing with in cro
we’re prone into believing
that the fix is apparent what’s an
optimal
approach that reduces biases uh
like what is a valid system philosophy
that will give us the ability to make a
sound decision
i love that because biases are
everywhere and i talk about cognitive
biases all the time our personal beliefs
impact the way we make decisions too so
it is
a very good question the way that
i like to go about it is in two
to some two ways simultaneously number
one
it’s about using data to inform my
decisions
so when i go into google analytics
i don’t just search for something like
oh here’s something
first i’m gonna ask myself questions i’m
gonna go
into the analytics asking myself
specific
questions so that i can find the right
answer
and only then do i say okay so now i
know
where is broken and what is broken now
how do i fix that
and then the added part to it so now i
know that i’m
mostly impartial because i can see the
raw data
now it’s about making a decision of
what’s going to work
and how can i avoid these biases and not
go by
well you know my competitor did this or
i
think because i am a designer or because
i have experience of this works is two
ways
number one testing because testing will
forever tell you the truth
but also having more people involved in
the process
and that’s why customer surveys come in
very well that’s why interviews come in
very well that’s why we view mining
when i go into a project and using
multiple platforms
i’m asking one question and i’m using
multiple platforms in order to answer it
and
find common uh repeating
themes but i know that i can’t avoid
biases altogether i just know that i’m
gonna have to be aware of them
and test them i love review mining it’s
it’s so much fun
it’s my favorite yeah just getting
people’s uh especially you know you know
the people who
are really crude and uh kind of
this is uh so scott gingrich asks
cero for local service businesses uh
especially in lead generation yeah um
is there a specific way to approach cro
in
in local uh promotion local business
promotion
you know i think that it’s a great
question because
it really also depends on like the
traffic sources
and the channels that are sending
directing traffic to you
because what you want to focus on is on
there’s the the tactical stuff and
there’s like the strategic part the
strategic part of it
is making sure that it’s you’re that
everyone is very well aware that you’re
local
and that you are part of that community
and that it’s and that’s where the
emotion comes in
the tactical part of it is just making
sure that you’re driving the right
traffic
to the website because i feel like when
you’re doing local marketing that’s
usually the issue it’s driving the right
people to the website
and that’s why i think that most
importantly you need to think about the
messaging
so that when people come to the website
they know exactly where they’ve arrived
to and they know that they’re in the
right place
so you can use tactics like you know
welcome melbourne or good morning and
stuff like that but
it doesn’t have to be that tactical it
can also just be in the emotional
message
of showing specific testimonials
from certain areas and from people in
the same town or in the local space
and so on yeah plus if we’re talking
about the
country-wise and not just local maybe
also include some of the cultural
references if there’s an you need to get
to know
i think that this whole talk we’re
talking about
kind of diving deep into the the
customer
and the the
what what is the the culture of their
client what is their
you know yeah 100
cool so uh talia how can people reach
you and follow your
content well you can follow me
on twitter and uh most importantly you
can find us on
getuplift.com which is where we have
tons of resources and workshops and
webinars and
all that good stuff to help you increase
conversions
is there any upcoming event i know you
you used to do event before all the
kovid
yeah no offline conferences for now i’m
doing a lot of webinars
but we do have quite a lot of new
content and guides and workshops coming
out so that will be
coming soon for sure cool talia
thank you very much so everyone i hope
you’ve enjoyed
this very actionable webinar and it was
a pleasure for me
i know i’m i’m getting back to to
with a few notes to our copywriters uh
be sure to subscribe to this uh
webinar series um and
uh yeah talia i hope we have we can have
you again
sometime in the future i’d love that
that sounds amazing
cool so thanks a lot and
see you soon thank you
you
