Talia is a frequent keynote speaker at marketing conferences, teaching conversion optimization and growth on stages such as Google, Unbounce, MozCon, GMIC, CXL live, Search Love, Learn Inbound and many more.
She is the Co-founder & CMO at Banana Splash and was recently listed as one of the most influential voices in conversion optimization.
Latest posts by Talia Wolf (see all)
- How to Leverage the Power of Emotion in Facebook Ads - August 5, 2018
- Why Most Redesigns Fail (and How to Make Sure Yours Doesn’t) - July 24, 2018
- Forget Everything You Know About Color Psychology and Read This Guide - July 8, 2018
Last week was pretty insane for us at GetUplift.
After months of careful planning, we had the pleasure of hosting 8 amazing conversion optimization and growth experts under the same roof, during our first online summit – #GETUPLIFT.
In case you were wondering, this was us behind the scenes last week:
Through a series of specially curated webinars, our speakers shared some fantastic insights, frameworks, spreadsheets, and processes (that aren’t available anywhere else on the web) for businesses and solopreneurs to build high-converting funnels.
If there was one thing that kept repeating itself during our event, it was that we need to start moving away from being product or service focused and become customer-focused. Everything we write, design and build should be for our customers’ real needs.
This event was jam-packed with SO many amazing insights and step-by-step guides that we just had to share them with you. This article summarizes everything we learned during that day (yeah, we’re nice that way!).
What you’ll find in this article:
- A summary of the most important takeaways of each session
- Recordings of sessions
- The slides, guides and all the resources our speakers were able to supply us with.
So sit down, open a fresh new Google doc, and start typing:
How to Build a Retention Model for Continuous Growth
This session was led by Valentin Radu, the Founder and CEO of Omniconvert, a conversion optimization platform. The session covered an in-depth guide for using the Recency Frequency Model, used to increase retention rates in the first 30 days of your customer’s life cycle.
- Look beyond the obvious: Building a growth map for a business requires-generating the right emotions, making products a habit for the users as well building relationships that yield exceptional word-of-mouth. Brands need to move away from an ‘assumption driven’ approach to a ‘data-driven’ approach to succeed.
- Acquisition vs. Retention: There’s always a debate around retention vs acquisition. Valentin shared a recent research by RJ metric which states that after 24 months, 50% of a business’s revenue is generated by returning customers and advises to focus on the retention method.
- Focus on returning customers: The average LTV per customer amounts to $25,000 which is why the value of repeat purchase in E-commerce is huge. While the regular purchase amount may be $8-$12 dollars, the LTV numbers are remarkably high.
- Don’t start unless it is a priority – monitor the right KPIs, set strategic goals, build strategic initiatives, prioritize, execute and repeat.
- Use a proper methodology. Here’s how (insert slide)
- Discover the why’s – how many customers are placing a second order and why? How many aren’t buying because of the service or the product?
- Build an RMF Model
Here’s the complete session and Q& A session:
Further reading and resources:
- Get laser focus on what is the best solution for your online business with this E-commerce growth matrix
- Step by step guide to building an RMF Model
- Omniconvert is offering GetUplift readers 2 months for free using their 100k plan. Grab your free trial and use the code: GETUPLIFT
How to Align SEO With Your Customer’s Behavior
In this session I had the pleasure of hosting Aleyda Solis (founder of Orainti), the one person I go to for all things SEO, always. Aleyda’s session focussed on customer driven SEO and touched on topics that most SEO practitioners overlook.
She shared her in-depth insights on the many ways in which SEO can be combined with other powerful channels to boost growth, increase transactions and boost overall ROI.
- Leveraging SEO’s full potential: Aleyda suggests that SEO shouldn’t be looked as an isolated channel for growth but as an opportunity for greater growth of your business. As Aleyda explains, your audience’s search behavior can give you a greater understanding of what they really need.
- Ask the right questions: Ask what, why, when, to identify ‘who’ your real audience is:
- ‘WHAT’ are our users looking for? Identify the top queries, what your competitors are already ranking for. Establish the most popular term patterns, expand them and look for the most relevant and popular queries people use. Then, search for additional related queries and explore topic options, check what questions are being asked about them and what content format and search features can get you more visibility for them. The next step is to look out for keywords that you are ranking for, but aren’t profiting from.
- ‘WHY’ are these queries being asked? Explore the intent behind the questions that are being asked. People don’t search when they are ready to buy, they search and explore for options and ideas, they are constantly looking for opinions and reviews to validate their buying decision. Aleyda says brands should use this as an opportunity to connect with their content.
- ‘WHEN’ are these queries asked over time? Identify whether these are monthly or yearly queries or whether there are periodic spikes. Check for keyword seasonality.
- ‘WHERE’ are these queries being searched from? Identify the locations and devices people use for searching.
More on how to use this data for growth in the video below:
Check out these ‘Keyword Research Tools’ segmented by Search Volume, International, Mobile, Difficulty and Search Features Support by Aleyda.
Getting into your customers’ heads to 10X conversions
Emotions play a huge role in our buying decisions and as a result impact conversions. During my session, I spoke at length about the significance of understanding your customer’s intent, desires, and concerns to create high-converting customer journeys. I also shared my 4 step process to create high funnels that customers love to convert to. Here’s a recap:
- Understanding why people buy from you is crucial for business growth: While most brands think that people buy products based on features, pricing, and other benefits, that’s rarely the case. In order to create high-converting funnels, campaigns, copy and design you must first conduct in-depth research to understand your customer’s true intent – their pain and the solution they’re searching for. In short – the route of every conversion is our decision-making process.
- People don’t buy products or services, they buy better versions of themselves. Whether if it’s to be accepted as a part of a community, have a higher self esteem, feel loved or become a better parent, everything people buy is linked something they’re missing, some sort of pain that needs solving.
- You’re not the hero of the story, your customer is: The most successful brands are customer-focused. Rather than talk about themselves or their solution, they direct their entire messaging about solving their customer’s pain. Every landing page, homepage, and even an ad must tell the customer’s story, not your own.
In order to create these outstanding funnels that 10X your conversions and continue to scale your company you must answer 4 key questions:
The 4 Steps that will help you get into your customer’s heads and answer our core questions:
- Identify your customer’s stage of awareness
- Conduct customer surveys, chat and interviews
- Conduct team interviews
- Check out the reviews and social proof your customers receive
According to the Emotional Targeting methodology, once you identify your customers’ emotional drivers – why they want to buy from you, you will be able to choose the right colors, images, visuals, copy and even font that resonates with your prospects and convert them.
Additional reading & free resources:
- The complete list psychological triggers and how to use them
- The right way to use color psychology
- All of our free resources and guides
- Have more questions –> ask me questions on twitter.
How to Create Content That Inspires Visitors to Act
After understanding how to build high-converting funnels by tapping into your customer’s intent/emotions, we welcomed Andy Crestodina who spoke about creating content that converts. Andy is the Co-founder and strategic partner at Orbit Media and also the author of Content Chemistry.
Andy presented his bulletproof framework for conversions:
Questions > Answers > Evidence > Action
- QUESTIONS & ANSWERS: This framework starts by asking the right questions and answering the prospect’s exact concerns. A good website should be able to answer specific questions in a specific order and be able to eliminate uncertainty. This motivates the prospect and removes friction, making the whole process seamless.
A good way to do this is asking and analyzing conversations prospects have with your sales team. As Andy explains: “Everything you say about yourself is marketing, everything they say is social proof.” ← Use social proof well.
- EVIDENCE: Once you’ve identified the question and answered them, you must supply evidence. This can be quantitative, appealing to the mind and with reason, for example mentioning time, years, ROI and more, or qualitative evidence, appealing to the heart with testimonials, reviews, and case studies.
- ACTION: The last step of this framework is adding a stronger call to action that supports the audience. This includes changing the language on your call to action button, writing them in the first person as well as making them as comprehensive, specific and actionable as possible, such as the one below:
- Utilize testimonials as much as possible to increase trust and conversions.
- Don’t be afraid to create long form pages. Short pages won’t necessarily convert more.
- Optimize your forms by providing prominence, promise, and proof.
Watch the complete video here:
How to Change Failing Messages Into Copy That Converts
Joanna Wiebe, co-founder of Copy Hackers and Airstory is the top conversion copywriter in the world. She teaches thousands of people how to write copy that converts and decided to give us all a crash course in conversion copywriting during our live summit!
Joanna’s Conversion Copywriting Framework
- Write from the right stage of awareness: There are 5 stages of awareness for a user-
- Unaware– prospects that are unaware of their problem or pain they’re experiencing.
- Pain aware– user who know they have a problem that needs solving but aren’t aware there are solutions.
- Solution aware– These prospects are actively searching for a solution but aren’t sure what solution best fits their needs.
- Product aware– Prospects who are aware of the different solutions, including yours but aren’t 100% convinced.
- Most aware– These prospects are ready to buy, they just need you to tell them how and where.
According to Joanna, our headlines should match each stage of the awareness. Our job is to move our prospects from one stage of awareness to the next.
- Never start from scratch– start writing with a framework: There’s no need to write from scratch, in fact, that rarely works. Use your customer’s words, get inspired by ads, campaigns and other words people are already using.
- Always be swiping: Listen to your users, similar to my suggestion, Joanna urges us to look at reviews, comments, and feedback on forums or a competitor’s site and use those words in your copy.
Conversion Copy Rules:
- Don’t push for a purchase or start trial unless your prospect is product aware.
- Build longer copy and nurturing sequence if you need to move a prospect through multiple stages of awareness.
- Keep the ‘story’ of your headline a mystery.
Watch the complete session recording below:
Throwing away personas for a better framework
Formerly the Director of Marketing at Calendly, Claire Suellentrop helps SAAS companies understand their audience better and optimize their products for them.
In her sessions, Claire showed us how to build high-converting products using the ‘Jobs-to-be-done’ framework.
‘Job’ = Your customer’s struggle to make progress on something.
‘Done’ = They made progress as desired
- Traditional personas do not define what customers want. Despite the information, most marketers end up guessing what motivates customers to buy.
- As I explained in my session, according to the ‘Jobs-to-be-done’ theory, people don’t buy a product because they need functionalities or features, they buy it because they want to make themselves better in some way.
- Your customer’s Jobs to be done is:
When__________, help me___________ so I can.
Claire maps out the exact way to use this methodology to understand your customers better, including what questions to ask your customers:
Claire shares with us the following freebies:
- Grab the slides from the presentation
- The RACE framework — helps you apply Jobs to be Done thinking across your entire marketing strategy
- The email template she uses to invite customers to interviews (just copy and paste it)
- The 25 questions she uses to run every customer interview
- The template for writing out your customers’ “jobs”
Get access to them here.
[Workshop] 5 Funnels Analyzed & Critiqued for Higher Conversions
Michael, the Senior Conversion Optimizer at Unbounce, agreed to critique your landing pages and give you actionable advice. For those of you who missed this session, here’s the complete recording to help you analyze ways in which you can improve landing pages for your own campaigns.
- Your goal: Providing a consistent experience throughout the entire funnel. To do that check out this message match video.
- Information hierarchy– Don’t overcrowd the top section of your landing page as it may confuse your prospect. Make sure your copy is cohesive, your testimonials are relevant and that you only show the most important information above the fold.
- Conduct usability tests to better understand user experience.
- Keep your contact form and lead gen process simple.
- Set up session recordings to understand issues better.
Additional resources from this session:
Have any questions for Michael? Ask him here .
How to Personalize Your Messages For Every Single Customer
Guillaume Cabane or ‘G’ as we like to call him, is the VP of Growth at Segment. His session was about personalization and how it can help in scaling great experiences for high-performance marketing. We’ve listed the key takeaways from his session below:
- Most visitors leave a website because its message isn’t relevant to their need. Our brains are tired and require focus, personalization helps reduce that cognitive load and provide high-converting experiences your prospects actually want.
- Most SaaS businesses try to optimize for the average “user”, however, there’s no such thing as a good average. That’s why most brands end up generating ‘interest’ but they fail at ‘enticing’ their prospects.
- To convert better, we need to know more about each prospect, the individual and that begins by collecting more data. According to G, Segment’s uses API’s to gather this information and use it to send extremely targeted nurturing emails like the one below:
- Guillaume also lays emphasis on personalizing the chat feature on websites. The team at Segment also ran tests on the various ways of injecting personalization from within their chat and saw great results.
- To get started with personalization, G recommends the following tools:
- Chat: Drift
- Data: Clearbit
- Lead Scoring: Madkudu
- Web personalization: Intellimize
- Building ETL POCs: Zapier
- Data collection & handling: Segment 🙂
Watch the entire recording here to get a close and in-depth look at how Segment uses personalization:
How to Build Sustainable Relationships With Your Customers
This was definitely one of my favorite sessions of the entire day. Dana DiTomaso, President & Partner at KickPoint spoke at length about building meaningful relationships with customers.
- There are 3 types of website visitors:
- Those who will never be your customers
- Those who will become your customers at some point
- Those who are already your customers
Wake up call! Your job doesn’t end when the customer converts.
As Dana explains, most businesses focus on the first two types of visitors while the most important ones get neglected. The most successful brands nurture existing customers and continuously reinforce their customer’s decision to be their customer.
- Most companies send out generic customer surveys, alarming or aggressive invoices and sales emails that shouldn’t be sent to existing customers – all these impact your customer’s lifetime value.
- Your customers want to enjoy being your customer. Turn your customer into a superhero for choosing you. When you help your customer become the hero, they keep buying from you.
- Ask yourself why people keep buying from you, why do they keep being customers. → Because of the potential you promise. Remind them of that potential and deliver it every single day.
How to nurture your customers:
- Get to know your customers better: Follow and engage your customers on Twitter. Dana recommends using FullContact to turn email addresses into social profiles. Then use Nuzzel to see what your customers are sharing on Twitter and build Twitter lists of your customers (segmented by persona if possible).
- Ask – how can you be useful?: Help your customers be better, help them achieve their goals with your solution.
- Create better content: Monitor your branded searches constantly and make sure you’re creating content that answers your customer’s needs. Reward your team for optimizing old content, not just creating new stuff.
- Think about post-sale personas – Go past the sale and start writing new jobs to be done. Ask yourself and your customers: What do they want to get done now? How can you continuously help them achieve their goals?
- Grab Dana’s slides here.
- Dana’s CTA Conference talk has more details on segments, data, and reporting.
- Dana recommends using the following tools:
Data-mine phone calls with CallRail – for call tracking, call transcribing and flagging features.
Over to You
By now you should have a list of at least 3 things you want to do right away to optimize your customer journeys. Whether for acquisition or retention, remember that behind those screens, there are people who are counting on you to help them achieve their goals and solve their pain.
If you have any questions, our speakers are here to answer them.
Also, drop us a line below with the names of speakers you’d like to see for our next event.
Don’t forget, SEMRush (our fabulous partners) are giving you 2-weeks of free access to their advanced platform to level up your SEO, help you gain a significant advantage over your competitors and provide you with the most important insights to grow your business. Go here to grab your free trial and use the code: GETUPLIFT-77DDCZH2
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