How to Run Meaningful AB Tests Using Emotional Targeting

Talia Wolf | Banana-splash.com

Taliagw

3

The root of every conversion = Human Behavior

Me

Responsive Design Kills Conversions

7

Mobile web visitors, rarely convert

SO HOW DO YOU DO IT?

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4 Step Process:

1. Emotional Competitor Analysis

2. Emotional SWOT

3. Emotional Content Strategy

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4. Testing

The Online Dating Industry

Emotional Competitor Analysis

Understand where the market is emotionally

Understand where you fit in

Emotional Competitor Analysis

Message

Colors

Image

Emotional Triggers

Message

Colors

Image

E.T

About the company

Single

Brown

Trust

Competitor #1

Message

Colors

Image

E.T

Close & Immediate

Variety

Blue

Hope

Competitor #2

Message

Colors

Image

E.T

Smart & simple

Variety

Blue

Trust & Hope

Competitor #3

Trust, Hope, Simplicity

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4 Step Process:

1. Emotional Competitor Analysis

2. Emotional SWOT

3. Emotional Content Strategy

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4. Testing

Emotional SWOT

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ABOUT ME ABOUT OUR INDUSTRY

Strength Weakness Opportunities Threats

TrustLike everyone

elseVariety

Hard work *

Everyone is the same

* It’s not for me

Like everyone else Everyone is the same

Weakness Threats

It’s Hard Work

SWOT Results

It’s not for someone like me

4 Step Process:

1. Emotional Competitor Analysis

2. Emotional SWOT

3. Emotional Content Strategy

Photo via Visual hunt

4. Testing

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The Emotional Content Strategy

It’s not like everything else

You are NOT like everyone else, you DESERVE the best.

We will easily find someone special for you.

Unique& Exclusive + Smart & Simple

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4 Step Process:

1. Emotional Competitor Analysis

2. Emotional SWOT

3. Emotional Content Strategy

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4. Testing

AB Testing

Emotions Elements Words Visual Color

Competitor’s Emotional Triggers

Hope, trust, simplicity

Many people vs. couples, social proof

Safe, Secure, Join, Many,

Success, Simple, Easy

Many profiles, couples having

funBlue, pink

Our Emotional Triggers

Unique, smart, simple,

exclusive

Testimonials, scientific, exclusive groups

Unique, YOU, potential,

simple, fun

Success stories, authority symbols,

power couples, celebrities

Orange, blue, green

Brainstorm Test Hypotheses Emotional Targeting Content Framework

Case Study #1

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Smart Exclusive Intriguing

Case Study #2

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@Taliagw36

Before

@Taliagw37

35%Registrations

After

42%Registrations

1. Emotional Competitor Analysis

2. Emotional SWOT

3. Emotional Content Strategy

Photo via Visual hunt

4. Testing

How to Run Meaningful AB Tests Using Emotional Targeting

Talia Wolf | Banana-splash.com

Taliagw