Today I am at the GPeC summit in Bucharest, Romania. GPeC is the most important Ecommerce event in Central & Eastern Europe.
The current speaker, Talia Wolf works with companies and helps them to transform visitors in clients. She has increased the revenues for her clients by 160%.
Most online marketers consider conversion optimization as a tactic. Emotional targeting means understanding your customers and why they buy your products. We don’t have to treat clients as data. They are clients that are trying to solve a challenge. Our goal is to understand what problems they have and help them solve those issues though our products and services.
The emotional targeting steps:
1. Make it about the customer. No matter what you are saying, The WHAT doesn’t matter. Only the Why counts. Why you are unique.
2. Show it don’t just say it. What images you should use. Understand color psychology.
3. Test strategies not elements. Understand why one test wins and the other loses.
60% of web visitors expect your site to load in 3 seconds. 1 second delay results in 11% less page views, 16% decrease in customer satisfaction and 7% less conversions.
People buy better versions of themselves. It’s all about emotions, about how your products will help buyers to improve their lives.
People don’t remember why you say, they remember how you make them feel. You empower people. The customers must understand what is in it for them. You need to grab their attention. Show the outcome. Use color psychology. Desired look and feel.
You need to test different strategies and find out:
What emotions and values motive?
What colors, images and content sells?
Then scale to other parts to the sell funnel.
Talk to your clients – send questionnaires to your clients to find out more about them. Exmples of questions you could ask:
What problem does the product solve for you?
What persuaded you to opt-in/ buy?
What is your biggest challenge right now?
Who is your role model?
What is your dream holiday?
Interview your stuff.
What are the most common complaints?
What convinces customers to buy?
What could we do better?
What pain do we solve for the customer?
Analyse competitor sites. Don’t copy from them. You can read the review to find out why their site attract clients.
Talia’s speech made me understand an important lesson. Your goal shouldn’t be to proove why your products are better than what your competitors sell. You should focus on your clients and how you can improve their lives through your products.