1.
How to Run Meaningful AB Tests
Using Emotional Targeting
Talia Wolf | Banana-splash.com
Taliagw

2.
3
The root of every conversion = Human Behavior

3.
Me

4.
Responsive Design Kills Conversions

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7
Mobile web visitors, rarely convert

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SO HOW DO YOU DO IT?
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4 Step Process:
1. Emotional Competitor Analysis
2. Emotional SWOT
3. Emotional Content Strategy
Photo via Visual hunt
4. Testing

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The Online Dating Industry

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Emotional Competitor Analysis

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Understand where the market is emotionally
Understand where you fit in

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Emotional Competitor Analysis
Message
Colors
Image
Emotional Triggers

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Message
Colors
Image
E.T
About the company
Single
Brown
Trust
Competitor #1

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Message
Colors
Image
E.T
Close & Immediate
Variety
Blue
Hope
Competitor #2

14.
Message
Colors
Image
E.T
Smart & simple
Variety
Blue
Trust & Hope
Competitor #3

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Trust, Hope, Simplicity
Photo via Visual hunt

16.
4 Step Process:
1. Emotional Competitor Analysis
2. Emotional SWOT
3. Emotional Content Strategy
Photo via Visual hunt
4. Testing

17.
Emotional SWOT
Photo via Visual hunt

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ABOUT ME ABOUT OUR INDUSTRY
Strength Weakness Opportunities Threats
Trust
Like everyone
else
Variety
Hard work
*
Everyone is
the same
*
It’s not for me

19.
Like everyone else Everyone is the same
Weakness Threats
It’s Hard Work
SWOT Results
It’s not for someone like me

20.
4 Step Process:
1. Emotional Competitor Analysis
2. Emotional SWOT
3. Emotional Content Strategy
Photo via Visual hunt
4. Testing

21.
Zamzara via Visualhunt.com / CC BY-NC-ND
The Emotional Content Strategy
It’s not like everything else
You are NOT like everyone else, you DESERVE the best.
We will easily find someone special for you.

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Unique& Exclusive + Smart & Simple
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23.
4 Step Process:
1. Emotional Competitor Analysis
2. Emotional SWOT
3. Emotional Content Strategy
Photo via Visual hunt
4. Testing

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AB Testing

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Emotions Elements Words Visual Color
Competitor’s
Emotional
Triggers
Hope, trust,
simplicity
Many people
vs. couples,
social proof
Safe, Secure,
Join, Many,
Success,
Simple, Easy
Many profiles,
couples having
fun
Blue, pink
Our Emotional
Triggers
Unique, smart,
simple,
exclusive
Testimonials,
scientific,
exclusive
groups
Unique, YOU,
potential,
simple, fun
Success stories,
authority symbols,
power couples,
celebrities
Orange,
blue, green
Brainstorm Test Hypotheses
Emotional Targeting Content Framework

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Case Study #1
Photo credit: mugley via Visualhunt.com / CC BY-NC-ND

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Smart
Exclusive
Intriguing

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Case Study #2
Photo credit: mugley via Visualhunt.com / CC BY-NC-ND

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@Taliagw36
Before

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@Taliagw37
35%
Registrations
After
42%
Registrations

31.
1. Emotional Competitor Analysis
2. Emotional SWOT
3. Emotional Content Strategy
Photo via Visual hunt
4. Testing

32.
How to Run Meaningful AB Tests
Using Emotional Targeting
Talia Wolf | Banana-splash.com
Taliagw