INTERVIEW “The next big challenge in marketing is to humanize the processes” – Talia Wolf, keynote speaker at GPeC Summit 2016
For GPeC Summit November 15-16, we bring you for the first time in Romania Talia Wolf, Conversion Optimization Expert. Talia is a real ”rising star” in CRO, being present for the last 2 years as one of the keynote speakers for worldwide famous conferences like Conversion XL Live, Conversion Conference, Conversion Summit, Emerce.
Raluca Radu sat down with Talia, to hear more about her experience and to give you a glimpse of her keynote speech at the GPeC Summit.
Talia, you talk a lot about conversion rate optimization and the use of emotional targeting. Could you please sum up for our readers what emotional targeting means and what it brings new as an online sales growth philosophy?
Emotional targeting focuses on getting to know your customers on a deeper level than just behavioral elements such as gender, age, and device. It’s about putting the customer first – not the product or business but making it about the customer.
Essentially, during the emotional targeting methodology, we tap into the core emotional triggers of our customers, their decision-making process and use persuasive design, copy, color, and many more elements to create a better customer journey for them that generates X3 revenues for businesses. The emotional targeting methodology also ensures you’re not running random A/B tests, but actually know what you’re testing and will be able to understand and scale the results later.
In order to truly convert people and grow your business, you have to put your customer first and understand the real reason behind their purchase.
If you had a limited budget you could invest, what would it be in in order to rapidly grow your sales? Would it be CRO or would it be marketing? What does it depend on?
That depends on your current traffic, funnels and most importantly your target audience. While growing your traffic is great and may lead to higher sales, the one way to make sure you do grow your business and increase sales is by optimizing your customer journey, making it easier for people to buy and increasing your conversion rates. Once you’ve managed to increase your conversion rates and sales, you can then focus on growing traffic that generates much higher ROI.
In a more and more competitive market as the e-commerce market has become all over the world, what is the best way for an online shop to enter this market and build a brand?
As you will hear during my talk, competition is endless. Hundreds of businesses targeting your target audience with higher budgets, better products or pricing get to dominate the market and it is very hard to keep up. In addition to the competition, we also have the online behavior stats that show more and more decrease of time on page and patience in customers. One of the best ways to stand out and build a successful brand is by running in-depth research about your customers. Understanding them on a deeper level and giving them the experience they’re looking for. We’ll learn all this during my session.
What will you talk about at GPeC Summit?
During my talk at GPeC Summit, I will talk about the many issues marketers and e-commerce stores face today and the #1 mistake 99% of marketers are making when they do CRO. I will map out an exact plan for optimizing your site, building a successful brand and growing your company using emotional targeting. We’ll take a deep dive into the 3 most important pillars of the emotional targeting framework and learn exactly how to turn more visitors into customers by doing conversion optimization the right way.
What do you think is the next ”it” of the future in online marketing? What will we be talking about at e-commerce and digital marketing events 2 years from now?
I believe technology keeps growing, adapting and surprising. More and more tools help businesses automate their processes, from personalization to bots and other amazing platforms that make it easier to target your customers. However, I think the biggest challenge we will face over the course of the next couple of years will be humanizing these processes, while everyone rushes to the finish line with automated solutions, our number 1 goal will be to remember there are people behind those screens that require understanding, help, and customization. I believe a lot of our conversation over the next few years will be about the combination of automatic tools that do the work for us and understanding consumers on a deeper level.
If you could give one piece of advice to a Romanian online shop owner who wants to find out how to grow his sales, what would that be?
Take a look at the numbers, understand them and then step back and get to know your customers on a personal level. Know what keeps them up at night, what their wildest dreams are and how you can make them fulfill their goals and tasks, not your own.
