Talia WolfFounder & CEOConversioner

Thank you for joining us!We’ll be starting in just a few minutes.

Ryan EngleyDirector of Customer Success

Unbounce

@TaliaGw @unbounce #unwebinar

How to Increase Conversions Using Emotional Triggers

Webinar slides and recording will be emailed by the end of the week

try.unbounce.com/for-emotional-triggers

@ryan_engley @unbounce #unwebinar

Join our chat on Twitter

Ryan Engley

Director of Customer SuccessUnbounce

@TaliaGw @unbounce #unwebinar

Join our chat on Twitter

Talia Wolf

Founder & CEOConversioner@TaliaGw

HOW TO INCREASE CONVERSIONS USING

EMOTIONAL TRIGGERS

NUMBERS AND STATISTICS

01

@TaliaGw @unbounce #unwebinar

63% of marketers optimize based on intuition

Marketingsherpa

Tweet this

@TaliaGw @unbounce #unwebinar

Poor A/B testing methodologies are costing

online retailers up to $13bn a year in lost revenue

Econsultancy

Tweet this

@TaliaGw @unbounce #unwebinar

40% of visitors abandon a website that takes longer than 3

seconds to load

Adobe

Tweet this

THE EMOTIONAL SIDE OF THINGS

02

@TaliaGw @unbounce #unwebinar

We buy better versions of ourselves

Marketing isn’t a battle of products it’s a battle of

perceptions

Jack Trout

@TaliaGw @unbounce #unwebinar

Testing methodologies

03

@TaliaGw @unbounce #unwebinar

• Why did it work better?• What should I test next?

Testing Elements

@TaliaGw @unbounce #unwebinar

Testing Strategies

Original landing page

Variation

The Funnel

Testing Elements Results

Testing Strategies Real Results

LANDING PAGE STRATEGY ANALYSIS

04

@TaliaGw @unbounce #unwebinar

@TaliaGw @unbounce #unwebinar

Match Landing Page: • Strategy: Best Platform

• Psychological Triggers: None

• Optimization tips:- Use trust elements to empower

strategy- Have people look at CTA for attention- Great CTA- Make it about the customer – How

many satisfied customers? Prove it.- Stock images – Big no.

@TaliaGw @unbounce #unwebinar

@TaliaGw @unbounce #unwebinar

Zoosk Landing Page:• Strategy: Sophistication.

• Psychological Triggers: - You’re smarter than others- Technology – dependable, data

driven, proven, tested, works.

• Color: Blue for royal, trust, authority, intelligence

@TaliaGw @unbounce #unwebinar

Optimization Tips:• Highlight one call to action (different

color)• Move login area to corner right• Use the images better• Add trust elements

Zoosk Landing Page:

@TaliaGw @unbounce #unwebinar

@TaliaGw @unbounce #unwebinar

Beautiful People Landing Page: • Strategy: Exclusivity.

• Psychological Triggers: - You’re beautiful – you deserve better- Lust- Happiness, playful - Mysterious

• Color: Black for mystery, power, control.

@TaliaGw @unbounce #unwebinar

Beautiful People Landing Page:

Optimization Tips:• One call to action• Minimize the login area• Change copy according to strategy• No need to repeat your name twice• Emphasis the CTA you want people

to use

@TaliaGw @unbounce #unwebinar

Q. What emotional triggers do you think Tinder is going for?

Case Studies

@TaliaGw @unbounce #unwebinar

Original

@TaliaGw @unbounce #unwebinar

ResearchEmotional Strategy:• Trust• Romance• Personal• Reliable• Variety• Simplicity

@TaliaGw @unbounce #unwebinar

Variation24% increase in signups

48% increase in paying customers

@TaliaGw @unbounce #unwebinar

Variation 238% increase in signups

304% increase in paying customers

@TaliaGw @unbounce #unwebinar

The Changes• Design & Colors

• Messaging

• Call to Action

• User Interface

@TaliaGw @unbounce #unwebinar

Original

@TaliaGw @unbounce #unwebinar

Variation

@TaliaGw @unbounce #unwebinar

Variation 2

@TaliaGw @unbounce #unwebinar

Mobile Variation

@TaliaGw @unbounce #unwebinar

• Test strategies not elements• It’s about the customer, not the product

Takeaways:

quote

try.unbounce.com/for-emotional-triggers