What's the missing element in the most conversion strategies? The Psychology of Conversions at with Tania Wolf next week at GPEC!
What's the missing element in the most conversion strategies? What is the number #1 mistake 99% of marketers are making when they do conversion rate optimization? And, in other words, why shouldn't you in any case miss GPEC next week? The secret and also some ingredients of proved success recipes will be generously revealed by Talia Wolf . More than that, she is just one of the knowledgeable speakers and professionals sharing their experience with their Romanian peers and marketing community.
Talia Wolf is one of the best-known international experts in Conversion Rate Optimization (CRO), being the former Founder of Conversioner, a very well-known conversion optimization agency. Talia and her team focus on optimising websites and customer journeys by using emotional targeting, consumer behavior and behavioral data in order to generate higher sales, more leads and engagement. Talia is a speaker for famous international online marketing and conversion optimization conferences like ConversionXL Live, Conversion Summit, MozCon, ConversionJam, Conversion Conference, Emerce. On November 15 2016, Talia Wolf speaks for the first time in Romania at GPeC Summit on how to create a memorable buying experience for your customers by the use of emotional targeting – the missing element in most conversion optimization strategies.
Marketing Focus managed to interview Talia as she returned from a conference in Berlin and, therefore, offer a sneak preview of what you can get live next week on November 15th and 16th at GPEC Summit.
What are the most frequent mistakes marketers are doing regarding the conversion rate optimization?
Many e-commerce sites tend to overload their site with information which causes frustration with customers. Since we're overloaded with information every day and everywhere, the customers really need us to tell them what to do and where to go. The same goes for e-commerce stores. They need to have one call to action that help customers take the first step. For example, displaying hundreds of products on one page, with sliding images, links to different services and daily deals is confusing.
Many ecommerce sites tend to overload their site with information which causes frustration with customers.
Most e-commerce stores have all these features because they don't want to miss any opportunity. They worry people might leave if any of the options and services aren't displayed. However, this causes exactly the opposite of the intended effect as our customers arrive on these sites, they can't find what they're looking for and leave.
Personalization is key for succeeding in e-commerce. They should translate into giving people what they need, at the right time
Personalization is key for succeeding in e-commerce. They should translate into giving people what they need, at the right time. Another issue is related to product images. While most e-commerce sites tend to display an image of itself for a product of the as the first image, what most people want to see is how it will look in their house, on them. Precisely, they want to see how it will look in real life. Be sure to add these images of real people wearing your product to show people the after effect. Other common mistakes are not showing shipping fee throughout the checkout and then adding it at the end - this is extremely frustrating and annoying for customers. A great way to tackle this is by adding a shipping calculator to your site.
How could marketers make better use of behavioral data to increase leads and conversions?
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 your 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.
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.
Could you give us two examples of a customer journey approach planned the right way?
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. 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. Customers want to feel safe while shopping online, so be sure to highlight that, focus on a good mobile experience that allows people to either save items for later or check out easily and focus on retention - what happens after the conversion - letting people know about their purchase status, creating a connection with your customer and constantly communicating with them to better their experience. These are some of the main pillars for increasing conversion rates in e-commerce and ensuring people come back.
Right now, there is a 270% gap between conversion on mobile and desktop. Though the average website sees about 65% of mobile traffic, people still checkout more on desktop or tablet. Mobile visitors are different and require a different customer journey!
Right now, there is a 270% gap between conversion on mobile and desktop. Though the average website sees about 65% of mobile traffic, people still checkout more on desktop or tablet. There are a few reasons for this, one is that people don't always feel safe to checkout on mobile, or they may be just in the research phase, learning more about a product. The main reason this is happening is because marketers are still treating mobile visitors like mini desktop visitors. They take their design for mobile and shrink it to a mobile screen using responsive design. However, mobile visitors are different and require a different customer journey - one that addresses their specific needs. For example, offering a quick way to save for later on mobile can increase conversions dramatically. Our goal right now is to bridge the gap between what customers are looking for on mobile, and what websites have to offer. It's important to understand that if marketers do not start thinking about mobile visitors differently and giving them the experience they're looking for they will also lose customers on desktop, as these visitors won't visit their website on desktop if they had a bad experience on mobile.
Why we should not miss your presentation in Bucharest?
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 three 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.
