Conversion Masters Interview Talia Wolf

Talia Wolf

Buckle up for a delightful discussion with the master of conversions, Talia Wolf.

1. Can you share a bit about your background and how you became a conversion people?

My journey to conversion optimization and then emotional marketing started at a social media marketing agency. I was working on paid social campaigns for different brands that were aimed at increasing engagement on Facebook and driving traffic to their websites. Back then there were no CRO blogs, or people talking about optimization, the sole focus of brands was to drive traffic, and lots of it. The more I ran ads and created landing pages, the more I wanted to better understand the ROI our clients were getting AND how to improve it, so I started playing around with ideas. I’d change a headline, switch out the background, try a different hero image or reduce form fields, anything to see if it would move the needle. I loved this work and soon focused solely on optimizing ads, pages and assets for all of our clients, based on my own ideas and best practices I saw online. Then I decided to go into optimization full time. I started an agency with two partners and we slowly built one of the first CRO agencies in the world for optimization. And the rest is history :)

2. What inspired you to focus on helping businesses improve their conversion rates?

At first it was the need to drive better ROI for my clients, but the more I perfected our process for optimization I understood the incredible results it delivered for brands and anyone online - we were creating experiences people connected with, wanted to convert to and that made their lives easier. That’s what inspired us at Getuplift to build the emotional marketing methodology that focuses on creating entire experiences around customers’ emotions and desired outcomes.

3. In your opinion, what are the most common mistakes businesses make that reduce their conversion rates?

The biggest mistake is focusing solely on their solution (the WHAT), not the problem they solve for (how they’re helping people). When companies focus entirely on their product/solution, features, pricing and technical elements they just don’t connect with audiences. People don’t understand why they should choose them or how they solve their particular problem. This mistake is the foundation of everything - if you’re not making it about your customers, if you’re not creating a cohesive experience (from the ad or article they see, to product pages, emails, checkout, engagement and upselling) that’s focused entirely on their emotional journey, you’re missing out on the potential for scaling and 10X ROI.

4. What role do data analytics and Google Analytics play in your conversion optimization process?

Behavioral data tells you WHERE the problem is. Qualitative data tells you WHY it is happening and arms you with hypotheses on how to fix them.

We leverage GA4 and other analytics tools to understand where the problem is in the funnel and our clients’ results, then we leverage qualitative data (e.g surveys, interviews) to understand why the problem is happening and hypothesize how to fix it.

5. What strategies or tactics do you find most effective in increasing website conversions?

Emotional marketing is the most important strategy you will ever leverage to increase conversions. Once you understand the emotional journey your prospects need to go through to connect with your products and convert, you will be able to create high-converting pages, emails and ads. Emotional marketing is the process of identifying the TRUE intent of your customers, the emotions that lay beyond the purchase in order to present them with the copy, visuals and information they need to convert.

6. What advice would you give to businesses looking to improve their email collection strategies without being intrusive?

The best way to collect valuable leads is by giving people a real reason to sign up. Going beyond the offer to receive regular updates or a small discount and actually providing them with something they need. Map out the top 3 pains your prospects are trying to solve and create content and helpful solutions that solve these problems for them in the form of a checklist, guide or template. These commonly referred to as lead magnets, show the prospect immediately why they should sign up, as they will receive value and solve a problem they care about. People signup to email lists if you give them a reason they care about. Solve one small problem for them to increase trust and conversions in the long run.

7. How do you view the significance of customer surveys in the context of conversion optimization, and how do you use them?

We leverage customer surveys in EVERY optimization project we work on. The insights we pull from visitor surveys help us identify the real intent behind the purchase - why people buy and what they’re looking for on an emotional level. Visitor surveys help us uncover any purchase blockers, the social proof they’re looking for and what’s not working. Customer surveys help us identify our clients’ value proposition and what they need to say to prospects to convince them to convert. Customer surveys also provide meaningful testimonials and show us clearly what words they use to describe the product so we can use them too.

8. How do you balance between collecting emails and not overwhelming visitors with too many pop-ups?

The key is creating these pop ups in a way that makes sense for both the customer and the brand. You want to give people a real reason to sign up. The pop up has to immediately tell them what’s in it for them. Creating valuable lead magnets that contain content people care about (e.g worksheets, checklists and guides) increases the likelihood of people signing up. You can also segment these pop ups according to the pages people are on (to make them relevant) and use time-based pop ups that only appear at certain times. You don’t need 100 pop ups, you could have one great one that appears in the right place on the site, with the right offer that collects many emails.

9. Could you describe a particularly challenging conversion optimization project you've worked on and the results you achieved?

Powerup Toys is an eCommerce business that sells its products on both its own website AND Amazon. They create devices that turn standard paper planes into incredible, remote-controlled flying machines.

What stands out about PowerUp Toys is that it started out as a small family business back in 2012 (when they launched their first Kickstarter campaign) and has since grown into a great business.

95% increase in website sales and 10X signups after the CRO process by getuplift! Click here to learn more!

10. Finally, what advice would you offer to online stores that are seeking to enhance their conversion rates and overall performance, especially from the perspective of someone who has extensive experience in conversion optimization?

If you want to truly increase conversions, simply changing elements on your product page or checkout won’t help. You need to clearly tap into the emotions that drive your prospects’ buying decisions and create an experience that speaks to those emotions. Finding what’s wrong in the funnel is easy, but knowing what changes to make that will actually increase conversions is very hard… However, if you do the research, if you go beyond geographical location, age, gender and browser and start understanding how your customers, think and feel, you can create a better experience for them using their words and the visuals they need to see to connect with you on an emotional level and convert.

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