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How to Embed Emotions in Experimental Design

VWO
VWO

All the GA4s, AI tools, automation, machine learning and other technologies in the world will never help you create high-converting funnels for your customers if you fail to leverage the one component that matters more than anything else in marketing: Emotion. In this session, Talia Wolf will demonstrate how to utilize emotional marketing to boost conversions and incorporate it into your experimental design. You will learn to gain a broader perspective while maintaining objectivity and, most importantly, obtain statistical confidence in understanding your customers’ motivations.

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How to Embed Emotions in Experimental Design

  • 3. G E T U P L I F T. C O | @ t a l i a g w
  • 6. G E T U P L I F T. C O | @ t a l i a g w How we think people make decisions
  • 7. G E T U P L I F T. C O | @ t a l i a g w How people actually make decisions
  • 8. Antonio Damasio Professor of psychology and neuroscience
  • 12. Emotions Decisions Conversions Revenue affect affect affect
  • 14. G E T U P L I F T. C O | @ t a l i a g w “B2B purchasers are almost 50% more likely to buy a product or service when they see personal value in their business purchase decision. They are 8x more likely to pay a premium for comparable products and services when personal value is present.” Think with Google
  • 15. G E T U P L I F T. C O | @ t a l i a g w No matter what you’re selling, what people really care about isn’t the what, It’s the WHY.
  • 16. G E T U P L I F T. C O | @ t a l i a g w The CRO process is simple, right? Step 1: Find the leak in the funnel Step 2: Create a new variation Step 3: Launch experiment
  • 17. G E T U P L I F T. C O | @ t a l i a g w
  • 18. G E T U P L I F T. C O | @ t a l i a g w Reducing loading time
  • 19. G E T U P L I F T. C O | @ t a l i a g w Adding an exit pop up Reducing loading time
  • 20. G E T U P L I F T. C O | @ t a l i a g w Changing the color of the CTA Reducing loading time Adding an exit pop up
  • 21. G E T U P L I F T. C O | @ t a l i a g w Removing steps in funnel Changing the color of the CTA Reducing loading time Adding an exit pop up
  • 22. G E T U P L I F T. C O | @ t a l i a g w Changing the headline Reducing loading time Adding an exit pop up Changing the color of the CTA Removing steps in funnel
  • 23. G E T U P L I F T. C O | @ t a l i a g w Control Variation
  • 24. G E T U P L I F T. C O | @ t a l i a g w Conversion optimization isn’t about changing elements on the page, It’s about solving people’s problems
  • 25. The 4 steps to increasing conversions with emotional targeting
  • 26. G E T U P L I F T. C O | @ t a l i a g w Research Step 1
  • 27. G E T U P L I F T. C O | @ t a l i a g w What pain does my customer feel before fi nding a solution?
  • 28. G E T U P L I F T. C O | @ t a l i a g w What pain does my customer feel before fi nding a solution? What are the emotional triggers that drive their decision-making?
  • 29. G E T U P L I F T. C O | @ t a l i a g w What pain does my customer feel before fi nding a solution? What are their hesitations and concerns? What are the emotional triggers that drive their decision-making?
  • 30. G E T U P L I F T. C O | @ t a l i a g w What pain does my customer feel before fi nding a solution? What are their hesitations and concerns? How do they want to feel after fi nding a solution? What are the emotional triggers that drive their decision-making?
  • 32. G E T U P L I F T. C O | @ t a l i a g w Research types Step 1 Identify stage of awareness
  • 33. G E T U P L I F T. C O | @ t a l i a g w Conduct surveys (customers and visitors) Identify stage of awareness Research types Step 1
  • 34. G E T U P L I F T. C O | @ t a l i a g w Run interviews Identify stage of awareness Conduct surveys (customers and visitors) Research types Step 1
  • 35. G E T U P L I F T. C O | @ t a l i a g w Social listening Identify stage of awareness Conduct surveys (customers and visitors) Run interviews Research types Step 1
  • 36. G E T U P L I F T. C O | @ t a l i a g w Social listening Review mining Identify stage of awareness Conduct surveys (customers and visitors) Run interviews Research types Step 1
  • 37. G E T U P L I F T. C O | @ t a l i a g w Meaningful customer interviews example Step 1: Research 1. What made you search for a solution like Powerup Toys? I. “I was searching for a present” II. “something to do with my kid” • “She love DIYing and tinkering with products to make them work” • “Was excited to fi gure out how to make it fl y!” • “Brings me back to my childhood fl ying paper airplanes in the classroom” • “Our older son loves paper airplanes, we had trouble fi nding the fl oor for all the planes he’d made” Where most interviews end When you keep asking why… Customer type #1 Customer type #2
  • 38. • “It was harder than I expected” • “Trickier than the video” • “Couldn’t get it to work!” • “My niece was disappointed” The Hobbyists • “It’s the crashes that teach you!” • “Kept asking myself - how far can I push this??” • “WOW, We did it!” • “We spent hours and days trying to put it together, it was brilliant” The DIYers Meaningful customer interviews example Step 1: Research
  • 39. 97% increase in sales 10X increase in email signups
  • 40. G E T U P L I F T. C O | @ t a l i a g w Meaningful questions you can ask Step 1: Research • What key problem would you say <solution> eliminates or lessens for you? • Can you describe how you used <solution name> over the last month or so? • Now think back to the time you signed up for <solution>, what made you choose <solution> over the other options? • How would you describe <solution> to a friend or colleague in the same fi eld as you? • Even great experiences can have hiccups. What was the most challenging part about <using solution>?
  • 41. G E T U P L I F T. C O | @ t a l i a g w Audit Step 2
  • 42. G E T U P L I F T. C O | @ t a l i a g w • Are you making it about yourself or the prospect? • Are you describing their real challenges and obstacles? • Can people immediately see the WHY? • Are you using the words and descriptions prospects relate to? Review your funnel Step 2: Audit
  • 43. G E T U P L I F T. C O | @ t a l i a g w • Are you using un-relatable stories or words? • Based on your research, what’s missing? • What aren’t you saying that people need to see and read? • Are you including the social proof people care about? Review your funnel Step 2: Audit
  • 44. G E T U P L I F T. C O | @ t a l i a g w Add emotion to your copy Step 3
  • 45. G E T U P L I F T. C O | @ t a l i a g w
  • 46. G E T U P L I F T. C O | @ t a l i a g w What everyone is saying
  • 47. G E T U P L I F T. C O | @ t a l i a g w 7X increase in free trials
  • 48. G E T U P L I F T. C O | @ t a l i a g w Focused on what the product does and how
  • 49. G E T U P L I F T. C O | @ t a l i a g w Focused on desired- outcomes and results
  • 50. G E T U P L I F T. C O | @ t a l i a g w
  • 51. G E T U P L I F T. C O | @ t a l i a g w 43% increase in revenue on desktop 25% increase in revenue
  • 52. G E T U P L I F T. C O | @ t a l i a g w Emotional-centric copy = Feature + desired outcome Emotion-centered copy formula Step 3: Adding emotion to your copy Thousand s of canvases Finally fi nding that ONE piece that will make the room look amazing Choose from thousands of best selling canvases. Personalize them as much as you want and add the perfect touch to your home. + = Biofeedba ck technology + You don’t have to think about it, it fi xes it for you = Make your posture the one thing you don’t have to think about with our biofeedback posture trainer
  • 53. G E T U P L I F T. C O | @ t a l i a g w Add emotion to your design Step 4
  • 54. • Use images that support and enhance your message • Ensure emotion is consistent throughout the ENTIRE page and customer journey • Don’t blindly follow design trends or copy competitors Add emotion to your design Step 4
  • 55. G E T U P L I F T. C O | @ t a l i a g w Catalogue page optimization
  • 56. G E T U P L I F T. C O | @ t a l i a g w 9.3% increase in transactions Catalogue page optimization
  • 57. G E T U P L I F T. C O | @ t a l i a g w 27% increase in transactions 10% increase in average order value Control Variation
  • 58. G E T U P L I F T. C O | @ t a l i a g w
  • 59. G E T U P L I F T. C O | @ t a l i a g w 21.87% increase in sales
  • 60. G E T U P L I F T. C O | @ t a l i a g w
  • 61. G E T U P L I F T. C O | @ t a l i a g w 54% increase in free trials
  • 62. G E T U P L I F T. C O | @ t a l i a g w 2 Emotion-based experiments to run
  • 63. Current pain vs. desired emotional outcome #1
  • 66. G E T U P L I F T. C O | @ t a l i a g w