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[CXL Live 16] How to Create Landing Pages That Address the Emotional Needs of Customers by Talia Wolf

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Time to one up your CRO skills. Get to know your customers better and discover key tactics to using emotional targeting and persuasion on your landing pages along with a framework and checklist for running meaningful AB tests.

Published in: Marketing
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[CXL Live 16] How to Create Landing Pages That Address the Emotional Needs of Customers by Talia Wolf

  1. 1. How to Run Meaningful AB Tests Using Emotional Targeting Talia Wolf | Banana-splash.com Taliagw
  2. 2. 3 The root of every conversion = Human Behavior
  3. 3. Me
  4. 4. Responsive Design Kills Conversions
  5. 5. 7 Mobile web visitors, rarely convert
  6. 6. SO HOW DO YOU DO IT? Photo via Visual hunt
  7. 7. 4 Step Process: 1. Emotional Competitor Analysis 2. Emotional SWOT 3. Emotional Content Strategy Photo via Visual hunt 4. Testing
  8. 8. The Online Dating Industry
  9. 9. Emotional Competitor Analysis
  10. 10. Understand where the market is emotionally Understand where you fit in
  11. 11. Emotional Competitor Analysis Message Colors Image Emotional Triggers
  12. 12. Message Colors Image E.T About the company Single Brown Trust Competitor #1
  13. 13. Message Colors Image E.T Close & Immediate Variety Blue Hope Competitor #2
  14. 14. Message Colors Image E.T Smart & simple Variety Blue Trust & Hope Competitor #3
  15. 15. Trust, Hope, Simplicity Photo via Visual hunt
  16. 16. 4 Step Process: 1. Emotional Competitor Analysis 2. Emotional SWOT 3. Emotional Content Strategy Photo via Visual hunt 4. Testing
  17. 17. Emotional SWOT Photo via Visual hunt
  18. 18. 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. 19. Like everyone else Everyone is the same Weakness Threats It’s Hard Work SWOT Results It’s not for someone like me
  20. 20. 4 Step Process: 1. Emotional Competitor Analysis 2. Emotional SWOT 3. Emotional Content Strategy Photo via Visual hunt 4. Testing
  21. 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.
  22. 22. Unique& Exclusive + Smart & Simple Photo via Visual hunt
  23. 23. 4 Step Process: 1. Emotional Competitor Analysis 2. Emotional SWOT 3. Emotional Content Strategy Photo via Visual hunt 4. Testing
  24. 24. AB Testing
  25. 25. 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
  26. 26. Case Study #1 Photo credit: mugley via Visualhunt.com / CC BY-NC-ND
  27. 27. Smart Exclusive Intriguing
  28. 28. Case Study #2 Photo credit: mugley via Visualhunt.com / CC BY-NC-ND
  29. 29. @Taliagw36 Before
  30. 30. @Taliagw37 35% Registrations After 42% Registrations
  31. 31. 1. Emotional Competitor Analysis 2. Emotional SWOT 3. Emotional Content Strategy Photo via Visual hunt 4. Testing
  32. 32. How to Run Meaningful AB Tests Using Emotional Targeting Talia Wolf | Banana-splash.com Taliagw

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