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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4. shipping
advanced
automation
easy
best
service
pricing
Sale
fast
team
relevant
helpful
awards
AI
features
technology
machine learning
economical
cheap cost ef
fi
cient

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How we think people make decisions

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How people actually make decisions

8. Antonio Damasio
Professor of psychology and
neuroscience

10. Emotions Decisions
affect

11. Emotions Decisions Conversions
affect affect

12. Emotions Decisions Conversions Revenue
affect affect affect

13. Even in B2B?
YES.

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“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

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No matter what you’re selling, what
people really care about isn’t the
what,
It’s the WHY.

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The CRO
process is
simple, right?
Step 1: Find the leak in the
funnel
Step 2: Create a new variation
Step 3: Launch experiment

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Reducing loading time

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Adding an exit pop up
Reducing loading time

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Changing the color of the CTA
Reducing loading time
Adding an exit pop up

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Removing steps in funnel
Changing the color of the CTA
Reducing loading time
Adding an exit pop up

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Changing the headline
Reducing loading time
Adding an exit pop up
Changing the color of the CTA
Removing steps in funnel

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Control Variation

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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

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Research
Step 1

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What pain does my customer feel before
fi
nding a solution?

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What pain does my customer feel before
fi
nding a solution?
What are the emotional triggers that
drive their decision-making?

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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?

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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?

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Research types
Step 1
Identify stage of awareness

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Conduct surveys (customers and visitors)
Identify stage of awareness
Research types
Step 1

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Run interviews
Identify stage of awareness
Conduct surveys (customers and visitors)
Research types
Step 1

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Social listening
Identify stage of awareness
Conduct surveys (customers and visitors)
Run interviews
Research types
Step 1

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Social listening
Review mining
Identify stage of awareness
Conduct surveys (customers and visitors)
Run interviews
Research types
Step 1

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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

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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>?

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Audit
Step 2

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• 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

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• 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

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Add emotion to your copy
Step 3

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What
everyone is
saying

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7X increase in free
trials

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Focused on
what the
product does
and how

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Focused on
desired-
outcomes and
results

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43% increase in revenue on
desktop
25% increase in revenue

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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

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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

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Catalogue page optimization

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9.3% increase in transactions
Catalogue page optimization

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27% increase in transactions
10% increase in average order
value
Control Variation

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21.87% increase in
sales

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54% increase in free
trials

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2 Emotion-based experiments to
run

63. Current pain vs. desired emotional
outcome
#1

64. Solution-focused vs. Customer-focused
#2

65. Credit: Utopolis

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