An empathetic customer experience feels right, but proving its financial value has always been a challenge. This advanced workshop, led by emotional conversion expert Talia Wolf, directly tackles this problem. You will be equipped with a powerful new framework to quantify the ROI of customer sentiment and forge an undeniable link between empathy and revenue. Move beyond soft metrics and learn to translate feelings into financials. We'll show you how to present a data-driven business case that proves empathetic design and copy are not just good for customers, but essential for the bottom line. Join us to build your unshakeable case and champion a more human-centric approach within your organization.

1. Talia Wolf • @taliagw
The Unshakeable
Business Case for
Empathetic CX
Break up with traditional CRO to
drive more meaningful conversions

2. 04
01
Find the leak
02
Create new
variation
03
Analyze
The CRO process is easy, right?
Launch
experiment

3. 04
01
Find the leak Create new
variation
03
Analyze
Launch
experiment
The CRO process is easy, right?
02
?

4. 04
01
Find the leak
02
Create new
variation
03
Launch
experiment
Analyze
The CRO process is easy, right?

5. 04
01
Find the leak
02
Create new
variation
03
Analyze
Launch
experiment
The CRO process is easy, right?

6. 04
01
Find the leak
?
Create new
variation
03
Analyze
Launch
experiment
The CRO process is easy, right?

7. We’re amazing!
Really, we are. Believe us
and click this button!
CLICK THIS!
We’re amazing!
Really, we are. Believe us
and click this button!
CLICK THIS!
CONTROL VARIANT
?

8. Testing random stuff
Copying competitors
Sounding like everyone else
Throwing tools at the problem
The deadly hamster
wheel of optimization—
robdiaz.com
robdiaz.com
Testing random stuff

9. “Josie is a woman age 35-50 living in the U.S.
She manages a team of 10 people and is in the $100K+
income bracket.”
1. Age
2. Location
3. Job title
4. Gender
5. Browser / Device
Who we think we’re selling to—

10. 82% of marketers have no con
fi
dence in
their ability to analyze and use their data.
Gartner, 2024 Marketing Data Con
fi
dence Survey

11. 04
Pricing
02
Technology
01
AI
03
Features
Why we think people buy— 03
Sounding like
everyone else
02
Copying
competitors
01
Testing
random stuff

12. You’re speaking to the
building...

13. You’re speaking to the
building...
Not the person inside.

14. Garbage in…
Please outline a landing page for a well-known
soda drink:
- Target audience is adults & children
- Start with an attention-grabbing headline,
- Use the
fi
rst paragraph to clearly describe
what our drink is and its primary bene
fi
ts.
- Use the
fi
nal section to invite people to buy it
Main selling points and bene
fi
ts:
- Just $14.38 for 24 cans
- 140 calories only
- Multiple container options - Glass, plastic or
can
- You can get multiple sugar free versions!
- Drink has been number one in the world
since 1886
- Use a catchy headline such as “Experience the
Classic Refreshment Since 1886” to immediately
capture attention.
- Add a sub-headline: Refreshing, delicious, and
made for everyone—enjoy the taste that’s been
delighting people for over a century!
- Use limited-time promotions in your CTA: Order
Now – Get 24 Cans for Just $14.38!
- Highlight key benefits, like its low calorie count,
affordable price, and universal appeal.

15. Garbage out…

16. How we think people make
decisions —
if
?
?
?
Yes!
?
Yes!

17. How people actually make
decisions —
if Yes!
Yes!

18. “Without emotions, we
lack the ability to make
any kind decision”
A n t o n i o D a m a s i o - P r o f e s s o r o f p s y c h o l o g y a n d n e u r o s c i e n c e

19. Even in B2B?

20. Even in B2B?
Yes.

21. B2B purchasers are almost
50% more likely to buy a
product or service when
”
Think with Google

22. ”
Think with Google
B2B purchasers are almost
50% more likely to buy a
product or service when they
see personal value in their
business purchase decision.

23. They are 8x more likely to
pay a premium for
comparable products and
services when
”
Think with Google

24. ”
Think with Google
They are 8x more likely to
pay a premium for
comparable products and
services when personal value
is present.

25. Rand Fishkin, Sparktoro

26. Almost every single search
includes emotion —
Can I do my own accounting for a small
business?
What is the simplest accounting software for
small businesses?
How much does it cost for a small
business to have an accountant?
+
Should I hire a bookkeeper or do it
myself?
+
Is an accountant worth it for a small
business?
+
Can I do bookkeeping without
QuickBooks?
+
What type of accountant does a small
business need?
+
Do I need an accountant for a very
small business?
+
Which accounting method is best for
small business?
+
What is the basic accounting for a
small business?
+
What is the difference between
accounting and bookkeeping?
+
+

30. The emotional gap
What prospects are looking for:
- “Can I do this myself?”
- “Can I stop worrying about this?”
- “How do I know it's for me?”
What websites are saying:
- “We’re an all-in-one platform!”
- “We’re powered by AI”
- “We’re the #1 solution”
44

31. Who you’re actually selling to —
AKA: How your prospects actually make buying
decisions.
“Will I get a career advancement?”
“Will people see me as the go-to?”
“Will I feel more confident?”
“Will I get promoted?”
“Will I feel better about myself?”
“Will I finally stop worrying about this?”

32. The tactical go-to CRO process —
Experiment increased
conversions? Success!
Data Analysis
“We need to increase
conversions on X page”
01
Create variation
*Come up with a list of
changes that could optimize
the page*
02
Launch experiment
*See if it increased
conversions or not*
03
Experiment did not increase
conversions? Fail

33. A customer-first process for CRO —
Experiment increased
conversions? Success!
Customer-first
research
Identify the WHY and the where
01
Identify the
problem
Uncover what’s preventing people
from converting and create a
variation to solve it
02
Launch experiment
Run a meaningful experiment and
measure based on conversions AND
problem solved or not
03
Experiment did not increase
conversions? Success!

34. Self-assessment exercise —
Where are you?
Tactical
CRO
Strategic
CRO
Focuses on
increasing
testing velocity.
Asks “what should
we test next?” /
“what elements
should we change?”
Driven by best
practices, C-Suite,
guesswork,
competitors & tactics.
Measures success
based on uplifts
alone.
Has a clear
roadmap rooted in
strategy &
business goals.
Leverages tools
to implement &
test strategy (not
as a crutch)
Runs experiments
to solve problems,
not change
elements
Informs Marketing,
Sales and Product
strategy

35. Let’s run a strategic CRO audit
Uncover the real gaps and identify
why customers aren't converting.

36. The go-to tactical CRO audit process
1. GA4 analysis
2. Run heuristic analysis
3. Check Heatmaps & recordings
4. Compare against best practice check list
5. Create list of A/B testing ideas

37. A strategic CRO audit process…
Asks a set of questions to
audit your customer journey and identify why
people really aren’t converting.

38. Are you making it about
yourself or about the
customer?
+72.8%
in organic search conversions
+16.3%
increase in conversions

39. Are you focused on how the solution works and
its features or the outcomes prospects care
about?
+97%
increase in sales
Are you making it about
yourself or about the
customer?

40. Can prospects see their pains
reflected in every step of the journey? +15.5%
increase in sales

41. Do your design, UX, colors and images
all support and prove your main
message?
+27%
increase in transactions
10%
Increase in AOV

42. Are you highlighting the
outcomes prospects
actually care about?
+15.35%
increase in leads

43. Are you promising an emotional
outcome your customers actually want?
+76%
increase in new accounts
Are you highlighting the
outcomes prospects
actually care about?

44. Can a prospect immediately
see the connection between
the action they need to take
and the emotional outcome?
17%
Increase in mobile revenue

45. 72%
Increase in transactions
Are you using relevant and helpful
social proof?

46. How many did you
answer no to?

47. Run meaningful experiments
Learn from every experiment and optimize with intent.

48. Successful CRO Programs —
Answer critical business
and customer questions
Run experiments that inform
your whole marketing strategy.
Break the silos between
Marketing, Sales and Product.

49. Planning a meaningful experiment
What problems have you identified?
(based on your research and audit)
Where is this happening?
Why could this be happening?
(your hypothesis)
What tests will you run to solve this
problem?

50. Meet teamwork.com

51. Agency owner (32-55), 10+ employees, needs
reporting, dashboards and chat
What we knew before

52. What we now know
Agency owner who’s tired of over promising and under-
delivering. Wants know what the F*** is going on, wants
to know if she’s profitable or not and if Patty is working
or not

53. Planning a meaningful experiment
What problems have you identified?
(based on your research and audit)
Where is this happening?
Why could this be happening?
(your hypothesis)
What tests will you run to solve this
problem?
Prospects cannot immediately see that this solution was
specifically built for them and do not know the difference
between us and <competitor>
Our homepage and comparison pages
Our copy is too generic and speaks to everyone. We sound
and look a lot like our competitor and it’s hard to tell the
difference
Messaging experiment on the comparison page and main
website navigation

54. 54
Comparison page: CONTROL

55. 55
+54%
in free trials from organic traffic

56. 56
Website navigation: CONTROL

57. VARIATION
57

58. VARIATION
58

59. 59
VARIATION

60. 60
+6%
increase in ICP signups

61. Homepage: CONTROL

62. 62
+7X
increase in free trials

63. Two emotion-based
tests you can run

64. Current pain vs. desired
emotional outcome —

65. Solution-focused
vs. customer-focused —
+33.69%
in transactions
+25%
in revenue

66. 66
Getting buy-in
1. Start small - sell the research
2. Present your findings AND plan of action:
a. This is what we learned from the survey
b. This is what we’re saying
3. Our plan of action
4. What we’ll measure
5. What we’ll gain

67. 67
Getting buy-in
Why you should care:
1. Saving time and money for the org
2. No more guesswork
3. Customer knowledge
4. Break silos and get everyone on the same page

68. This is NOT a report.

69. Credit to Craig Sullivan
• What insight or observation led to this experiment?
• What is the main idea behind the experiment?
• What are you trying to achieve or learn? What was the hypothesis?
• What did you do? How did you do it? What changes did you make?
(include screenshots)
• What did you learn?
• What action will you take next?
Meaningful reporting

70. Great reporting structure by Tim
Ceuppens
Meaningful reporting

71. There's an active, strategic roadmap we're following.
Tests are being launched, there's a process, we know what we're measuring and when, we know what to
test and what not to.
There's cross-team collaboration - insights are shared and used by all teams. CRO is supporting all
marketing and growth teams.
We've set goals to increase cr / metrics throughout the year and we're adapting as we go and see
results.
How to measure your CRO program
71
Each experiment is aimed at solving a specific problem.

72. 72
CRO isn’t about changing
elements on the page.

73. 73
It’s about solving
people’s problems.

74. 74
Reality sucks.
Credit: Utopolis Cinemas

75. Thank
You!
Talia Wolf
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