#69 Conversion Optimisation with Talia Wolf

Conversion Optimisation expert Talia Wolf Chats to Graham Arrowsmith and Kevin Appleby on The Next 100 Days Podcast. Introducing Talia Wolf Talia Wolf is a world child. She was born in England, worked for an Australian company and works with American companies and spoke to us from her home in Israel. Talia started her career working in a social media company. She did Facebook pages, campaigns on Facebook, campaigns on Google, LinkedIn and Twitter. Talia was doing conversion optimisation WAY before she was doing it! All here clients then cared about was likes on their Facebook page. It drove her nuts. She kept asking about leads and sales. Talia would go into Google Analytics and lay around with the ads – button colour, title, elements of the landing page. All based on intuition and reading best practices. Talia Wolf discusses Conversion Optimisation on The Next 100 Days Podcast She did that for 6 months and realised this was what she really wanted to do. She left the agency and started a conversion optimisation agency with her partners. Talia went from guessing her way to better results to building an entire optimisation process. This built the knowledge of what to do and how to do it. This is what lead her to the EMOTIONAL TARGETING METHODOLOGY. Conversioner and GetUplift Talia sold Conversioner last year and her company is called GetUplift. GetUplift is a conversion optimisation consultancy. Her services include courses, online training, in-house training and workshops. Emotion and Conversion Optimisation Talia focuses upon the emotional aspects of conversion optimisation, which is all about why people buy stuff and the processes etc that help them buy more. To understand why people buy stuff, you must understand how people make decisions. Our entire decision process in life is based on emotion. She worked backwards from understanding emotions to then building the conversion optimisation methodology. She figures out what are the emotions that motivate her customers to make people buy. Once she knows those emotions, she can then choose better colours, fonts, images, content, social proof etc. Talia observes that ads tend not to feature rational thought, they focus on emotions. Drinking Coca Cola make you a cool, fun and amazing person. Talia observes that EMOTION is lacking online. Talia was doing well with her tests because she was introducing the emotional world to the online world. The people that know what they are doing are selling on emotion It’s all about how our brains work and how we make decisions. Talia is helping her clients go from a focus on soft metrics like likes to money in the till metrics. An Example of Talia's Conversion Optimisation Process Let’s say an eCommerce site who wish to optimise and get more sales. The first thing she does is research, analytics, heatmaps, audience (geographical location, age)… Then there is the strategic part. Who the customer really is. Doing customer interviews; surveys; competitor research; psychological profiles and building personas. Trying to identify that one true customer. All this is to understand the purchasing decision. Why are people on my website, what are they looking for. People don’t buy products, features, pricing, they buy emotion. They buy better versions of themselves. People want to be more athletic, more good looking, more loved, part of a community. We want to be better than we are. We buy a promise. Talia tries to figure out for her clients what that promise is. If it’s a dating site, they want to be loved. If it’s an ecommerce site, perhaps they want a beautiful home. Once she understands what they are looking for emotionally, she can then adapt everything to it. So, with images, instead of showing an image of a bag, she’ll show a happy person, who looks great, has a lot of friends around them, and how popular they are, thanks to this bag. It is all about how to place things around that emoti...