Opticon 2015-The Power of Empathy in Driving Conversion
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Featuring speakers from FunnyBizz, Elevated Rachman Blake, Co-Founder, FunnyBizz Keith Lovgren, Director of Conversion Rate Optimization, Elevated Talia Wolf, CEO and Founder, Conversioner Moderated by: Cara Harshman, Content Marketing Manager, Optimizely Do your digital experiences convey your unique value proposition? What about creating customer delight with humor and wit? Learn how to cut through the noise and create meaningful audience connections that drive conversions.
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Opticon 2015-The Power of Empathy in Driving Conversion
- 1. #opticon2015 The Power of Empathy in Driving Conversion Cara Harshman Optimizely Blog Editor @caraharshman cara@optimizely.com Talia Wolf Founder & CEO, Conversioner @TaliaGw talia@conversioner.com Keith Lovgren Director of CRO, Elevated @nosaltnolime keith@elevated.com Rachman Blake CMO, FunnyBizz @rachmanblake rachman@funnybizz.co
- 2. How to Use Emotion in CRO and Win Talia Wolf @TaliaGw talia@conversioner.com Founder & CEO, Conversioner Taliagw#opticon2015
- 3. Talia Wolf Founder & CEO - Conversioner @taliagw talia@conversioner.com
- 4. Taliagw#opticon2015 63% of marketers optimize websites based on intuition. Tweet this Marketingsherpa
- 5. Taliagw#opticon2015 Poor A/B testing methodologies are costing online retailers up to $13bn a year in lost revenue Tweet this Econsultancy
- 6. Taliagw#opticon2015 40% of visitors abandon a website that takes more than 3 seconds to load Tweet this Adobe
- 7. Taliagw#opticon2015 A few years back
- 13. Taliagw#opticon2015 What do you see?
- 25. Taliagw#opticon2015 27% Increase In Revenues
- 26. Taliagw#opticon2015 550% Increase In Revenues
- 27. Taliagw#opticon2015 “Marketing is not a battle of products, it’s a battle of perceptions.”– Jack Trout
- 28. Taliagw#opticon2015 Thank you! Presenter Name Presenter Title, Company @twitter email@email.com Presenter Name Presenter Title, Company @twitter email@email.com Presenter Name Presenter Title, Company @twitter email@email.com Presenter Name Presenter Title, Company @twitter email@email.com Talia Wolf Founder & CEO - Conversioner @taliagw talia@conversioner.com
- 29. Creating Unique Value Propositions that Resonate Keith Lovgren Director of CRO, Elevated @nosaltnolime keith@elevated.com nosaltnolime#opticon2015
- 30. @nosaltnolime It’s Not Easy to Stand Out In A Crowd
- 31. @nosaltnolime “If I could give you only one piece of conversion advice, test your value proposition would be it.” -Peep Laja, founder ConversionXL
- 32. @nosaltnolime 54% of Companies Don’t Test Their UVP source Unbounce
- 39. nosaltnolime#opticon2015 Research – The Beginning
- 40. @nosaltnolime 1. Talk to your sales team.
- 42. @nosaltnolime 3. Use bracketing to land on your UVP. DarkerLighter Optimal
- 47. @nosaltnolime Time Savings | Ease of Use | Software Networking You’re selling a lab machine.
- 48. @nosaltnolime Ease Of Use “Testing parameters are easy to set up.“ “Intuitive control panel lets you easily fine tune testing parameters.” Undersell Oversell
- 49. @nosaltnolime Software Networking “Integrates with all major platforms.” “Integration with other reporting tools is as easy as a few clicks of a button.” Undersell Oversell
- 52. nosaltnolime#opticon2015 Use the same braces as: Which variation won? A B
- 53. nosaltnolime#opticon2015 •27% increase in purchase rate •18% increase in revenue •per visitor Results A
- 54. nosaltnolime#opticon2015 Call or Chat & Get Expert Help From a Medical Esthetician Call or Chat & Get Expert Help From a Medical Esthetician We’ll ask, “What Have You Liked and What Have You Not Liked?” Which variation won? A B
- 55. nosaltnolime#opticon2015 •21% Increase in purchase rate •24% increase in revenue per visitor Results A
- 56. nosaltnolime#opticon2015 • Invest in research upfront because it pays dividends • Talk to the creators • Use bracketing to test UVPs • Look for areas on your site to use bracketing for custom segments When you’re in the office on Monday…
- 57. Thank you! Keith Lovgren Director of CRO, Elevated @nosaltnolime keith@elevated.com nosaltnolime#opticon2015
- 58. Experiments in Humor #opticon2015 Rachman Blake CMO, FunnyBizz @rachmanblake rachman@funnybizz.co
- 63. “All communication is an opportunity to shatter your customer’s expectations and make them smile.” - Seth Godin
- 64. “All communication is an opportunity to shatter your customer’s expectations and make them smile.” - Some Black Guy
- 67. @RachmanBlake #FunnyFollowup Udemy 67 just following-up… JD Hancock / Flickr
- 69. “Ahhh, the GIF that sparked the reply - thanks for that, Rachman. “
- 70. “Humor is something unexpected, the truth of which is recognized.” - Aristotle
- 71. “Humor is something unexpected, the truth of which is recognized.” - Aristotle (he really said that)
- 72. @RachmanBlake #FunnyFollowup Udemy 72 Subject: Your humor makes follow up effective JD Hancock / Flickr
- 77. 98% of CEO’s prefer candidates with a sense of humor
- 78. 97% of professionals believe it’s important their managers have a sense of humor
- 79. 81% of employees feel that a fun workplace makes them more productive - Andrew Tarvin
- 81. @RachmanBlake #FunnyFollowup Udemy 81JD Hancock / Flickr
- 82. subject: READ THIS SH*P!
- 83. subject: READ THIS SH*P!
- 84. @RachmanBlake #FunnyFollowup Udemy 84 “Effing Fantastic!” Marcelo Braga / Flickr
- 87. #opticon2015 The Power of Empathy in Driving Conversion Cara Harshman Optimizely Blog Editor @caraharshman cara@optimizely.com Talia Wolf Founder & CEO, Conversioner @TaliaGw talia@conversioner.com Keith Lovgren Director of CRO, Elevated @nosaltnolime keith@elevated.com Rachman Blake CMO, FunnyBizz @rachmanblake rachman@funnybizz.co