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#opticon2015
The Power of Empathy in
Driving Conversion
Cara Harshman
Optimizely Blog Editor
@caraharshman
cara@optimizely.com
Talia Wolf
Founder & CEO, Conversioner
@TaliaGw
talia@conversioner.com
Keith Lovgren
Director of CRO, Elevated
@nosaltnolime
keith@elevated.com
Rachman Blake
CMO, FunnyBizz
@rachmanblake
rachman@funnybizz.co
How to Use Emotion in CRO
and Win
Talia Wolf
@TaliaGw
talia@conversioner.com
Founder & CEO, Conversioner
Taliagw#opticon2015
Talia Wolf
Founder & CEO - Conversioner
@taliagw
talia@conversioner.com
Taliagw#opticon2015
63% of marketers optimize
websites based on intuition.
Tweet this
Marketingsherpa
Taliagw#opticon2015
Poor A/B testing methodologies
are costing online retailers up
to $13bn a year in lost revenue
Tweet this
Econsultancy
Taliagw#opticon2015
40% of visitors abandon a
website that takes more than 3
seconds to load
Tweet this
Adobe
Taliagw#opticon2015
A few years back
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
The online world…
Taliagw#opticon2015
What do you see?
Taliagw#opticon2015
Testing Elements
Taliagw#opticon2015
Taliagw#opticon2015
Original landing page
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
Taliagw#opticon2015
27% Increase In Revenues
Taliagw#opticon2015
550%	
  Increase	
  In	
  Revenues
Taliagw#opticon2015
“Marketing is not a battle of
products, it’s a battle of
perceptions.”– Jack Trout
Taliagw#opticon2015
Thank you!
Presenter Name
Presenter Title, Company
@twitter
email@email.com
Presenter Name
Presenter Title, Company
@twitter
email@email.com
Presenter Name
Presenter Title, Company
@twitter
email@email.com
Presenter Name
Presenter Title, Company
@twitter
email@email.com
Talia Wolf
Founder & CEO - Conversioner
@taliagw
talia@conversioner.com
Creating Unique Value
Propositions that Resonate
Keith Lovgren
Director of CRO, Elevated
@nosaltnolime
keith@elevated.com
nosaltnolime#opticon2015
@nosaltnolime
It’s	
  Not	
  Easy	
  to	
  Stand	
  Out	
  In	
  A	
  Crowd
@nosaltnolime
“If I could give you only one piece of conversion
advice, test your value proposition would be it.”
-Peep Laja, founder ConversionXL
@nosaltnolime
54% of Companies
Don’t Test Their UVP
source	
  Unbounce
nosaltnolime#opticon2015
nosaltnolime#opticon2015
nosaltnolime#opticon2015
nosaltnolime#opticon2015
nosaltnolime#opticon2015
@nosaltnolime
INNOVATION
PRICE SERVICE
nosaltnolime#opticon2015
Research – The Beginning
@nosaltnolime
1. Talk to your sales team.
@nosaltnolime
2. Install Qualaroo.
@nosaltnolime
3. Use bracketing to land on your UVP.
DarkerLighter Optimal
@nosaltnolime
Underemphasize Overemphasize
Optimal
Emphasis
@nosaltnolime
Undersell OversellOptimal Sell
@nosaltnolime
Oversell
@nosaltnolimeUndersell
@nosaltnolime
Time Savings | Ease of Use | Software Networking
You’re selling a lab machine.
@nosaltnolime
Ease Of Use
“Testing parameters are
easy to set up.“
“Intuitive control panel lets
you easily fine tune testing
parameters.”
Undersell Oversell
@nosaltnolime
Software Networking
“Integrates with all
major platforms.”
“Integration with other
reporting tools is as easy as a
few clicks of a button.”
Undersell Oversell
nosaltnolime#opticon2015
A case study
nosaltnolime#opticon2015
A case study
nosaltnolime#opticon2015
Use the same braces as:
Which variation won?
A B
nosaltnolime#opticon2015
•27% increase in purchase rate
•18% increase in revenue
•per visitor
Results
A
nosaltnolime#opticon2015
Call or Chat & Get Expert Help From a Medical Esthetician
Call or Chat & Get Expert Help From a Medical Esthetician
We’ll ask, “What Have You Liked and What Have You Not Liked?”
Which variation won?
A
B
nosaltnolime#opticon2015
•21% Increase in
purchase rate
•24% increase in
revenue per visitor
Results
A
nosaltnolime#opticon2015
• Invest in research upfront because it pays dividends
• Talk to the creators
• Use bracketing to test UVPs
• Look for areas on your site to use bracketing for
custom segments
When you’re in the office on Monday…
Thank you!
Keith Lovgren
Director of CRO, Elevated
@nosaltnolime
keith@elevated.com
nosaltnolime#opticon2015
Experiments in Humor
#opticon2015
Rachman Blake
CMO, FunnyBizz
@rachmanblake
rachman@funnybizz.co
#opticon2015
Rachman Blake
CMO, FunnyBizz
@RachmanBlake
rachman@FunnyBizz.co
Thank you!
#opticon2015
Rachman Blake
CMO, FunnyBizz
@RachmanBlake
rachman@FunnyBizz.co
Thank you!
#opticon2015
CMO, FunnyBizz
@RachmanBlake
rachman@FunnyBizz.co
#opticon2015
Rachman Blake
CMO, FunnyBizz
@RachmanBlake
rachman@FunnyBizz.co
Thank you!
“All communication is an
opportunity to shatter your
customer’s expectations and
make them smile.”
- Seth Godin
“All communication is an
opportunity to shatter your
customer’s expectations and
make them smile.”
- Some Black Guy
Opticon 2015-The Power of Empathy in Driving Conversion
@RachmanBlake #FunnyFollowup
Udemy
66
@RachmanBlake #FunnyFollowup
Udemy
67
just following-up…
JD Hancock / Flickr
@RachmanBlake #FunnyFollowup
Udemy
68
“Ahhh, the GIF that sparked the
reply - thanks for that,
Rachman. “
“Humor is something
unexpected, the truth of which
is recognized.”
- Aristotle
“Humor is something
unexpected, the truth of which
is recognized.”
- Aristotle (he really said that)
@RachmanBlake #FunnyFollowup
Udemy
72
Subject: Your
humor makes follow up effective
JD Hancock / Flickr
@RachmanBlake #FunnyFollowup
Udemy
73
@RachmanBlake #FunnyFollowup
Udemy
74
@RachmanBlake #FunnyFollowup
Udemy
75
#opticon2015
Rachman Blake
CMO, FunnyBizz
@RachmanBlake
rachman@FunnyBizz.co
Thank you!
98% of CEO’s prefer candidates
with a sense of humor   
97% of professionals believe it’s
important their managers have
a sense of humor
81% of employees feel that a fun
workplace makes them more
productive 
- Andrew Tarvin
#opticon2015
Rachman Blake
CMO, FunnyBizz
@RachmanBlake
rachman@FunnyBizz.co
Thank you!
@RachmanBlake #FunnyFollowup
Udemy
81JD Hancock / Flickr
subject: READ THIS SH*P!
subject: READ THIS SH*P!
@RachmanBlake #FunnyFollowup
Udemy
84
“Effing Fantastic!”
Marcelo Braga / Flickr
@RachmanBlake #FunnyFollowup
Udemy
85
Experiments in Humor
#opticon2015
#opticon2015
The Power of Empathy in
Driving Conversion
Cara Harshman
Optimizely Blog Editor
@caraharshman
cara@optimizely.com
Talia Wolf
Founder & CEO, Conversioner
@TaliaGw
talia@conversioner.com
Keith Lovgren
Director of CRO, Elevated
@nosaltnolime
keith@elevated.com
Rachman Blake
CMO, FunnyBizz
@rachmanblake
rachman@funnybizz.co

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