Every (buying) decision is emotional with Talia Wolf

Episode web page: https://bit.ly/3Jjar14 ----------------------- Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better?  Send me a voice message via email at podcast@usertesting.com ----------------------- Episode summary:In this episode of Insights Unlocked, host Nathan Isaacs sits down with Talia Wolf—founder of GetUplift and author of Emotional Targeting—to explore how emotions drive conversions and why most teams overlook this critical factor in their optimization efforts. Talia shares her journey from social media marketing to creating her own emotional targeting framework, explaining how she discovered that every buying decision—whether for a luxury watch or a B2B SaaS tool—hinges on how customers feel. She calls out the “deadly hamster wheel” of CRO, where teams rely on best practices, competitor mimicry, and quick fixes instead of building strategies rooted in genuine customer insight. Listeners will learn: Why emotions are the foundation of all decisions—and how to identify the emotional triggers that influence your customers. How even “boring” products can connect on a deeply emotional level to boost conversions. Strategic questions to audit your digital experiences beyond surface-level UX fixes. How to prioritize CRO efforts when resources are limited, and why solving specific problems beats chasing generic best practices. The right way to integrate AI into your optimization process without losing the human touch. Steps leaders can take to embed emotional targeting into their team’s culture and win buy-in through small, high-impact experiments. Resources & Links: Tara Wolf on LinkedIn: https://www.linkedin.com/in/taliagw/ GetUpLift: https://getuplift.co/ Emotional Targeting book: https://taliawolf.com/book Tara Wolf’s personal website: https://taliawolf.com/ Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Om Podcasten

What does it take to create experiences customers love, craft campaigns that captivate, and drive measurable results? Insights Unlocked features candid conversations with the builders, creators, and innovators driving some of the world’s most impactful digital transformations. Tailored for marketing, product, UX and CX leaders, each episode delivers actionable insights to help you create customer-first strategies and stay ahead in today’s competitive landscape. Each episode is about 30 minutes long. From optimizing product launches to leveraging AI for smarter workflows, Insights Unlocked is your go-to resource for designing experiences that resonate, drive loyalty, and achieve business results. Guests include influential leaders like Brian Solis, April Dunford, Kate Towsey, Jacob Nielsen, Teresa Torres, and Judd Antin among others, offering their expertise in CX, UX, and innovation. The podcast also highlights strategies and success stories from leading brands such as Verizon, Signet Jewelers, Figma, Microsoft, Tesco Bank, and more. UserTesting leaders and industry experts join as guest hosts, alongside show producer Nathan Isaacs, award-winning journalist and Senior Manager of Content Production at UserTesting. Brought to you by UserTesting, the leader in human insights and proactive customer experience strategies, Insights Unlocked empowers CMOs and marketing teams to craft experiences that drive growth, loyalty, and impact. Listen and subscribe wherever you get your podcasts. Show notes, curated clips and more at usertesting.com/podcast.