Slides of the keynote by Talia Wolf (ISR) at Conversion Hotel 2015, Texel, the Netherlands (#CH2015): "Talia loves emotions – and she puts them in her conversion focused designs. How to persuade the user?" http://conversionhotel.com

1. Unlocking The Missing Link in CRO:
Emotional Targeting
Talia Wolf | Conversioner.com
Taliagw

2. @conversioner_ @taliagw #CTAConf

3. @taliagw

4. @taliagw

5. Me
@taliagw

6. @taliagw

7. @taliagw

8. @taliagw

9. @taliagw

10. People don’t remember what you said,
they remember how you made them feel
Maya Angelou
@taliagw

11. @taliagw

12. @taliagw

13. @taliagw

14. @conversioner_ @taliagw #CTAConf

15. Emotional Targeting
Make It About
The Customer
Show It
Don’t Say It
Test
Concepts
@taliagw

16. Makingitaboutthecustomer
@taliagw

17. @taliagw

18. You’re not Luke Skywalker, you’re Yoda.
Nancy Duarte
@taliagw

19. @taliagw

20. @conversioner_ @taliagw #CTAConf@taliagw

21. 24%
Registrations
@taliagw

22. Show It, Don’t Just Say It
@taliagw

23. That’s 3 seconds shorter than a gold fish!
Humans have an attention span of under 6 seconds.
Microsoft
@taliagw

24. @taliagw

25. @taliagw

26. 78%
Revenues
@taliagw

27. Testing Concepts Not Elements
@taliagw

28. @taliagw

29. @taliagw

30. Testing Process
Behavioral research:
Google Analytics analysis
Heatmaps
Polls/surveys
Technical Review
Strategic research
SWOT
Competitor analysis
Trends research
Market research
Personas
Emotional Triggers
Prioritize:
Time
Impact
Resources
Design
Align Team
Hypothesis
LaunchQA
QA
QA
QA
Analysis

31. @taliagw

32. Emotional Triggers:
Energetic AnticipationExcitement
@taliagw

33. @taliagw
550%
Revenues

34. @taliagw

35. @taliagw

36. Marketing isn’t a battle of products it’s
a battle of perceptions.
Jack Trout
@taliagw

37. @conversioner_ @taliagw #CTAConf

38. Thank You
Talia Wolf | Conversioner.com
Taliagw
talia@conversioner.com
www.conversioner.com/blog