Talia Wolf thinks brands should stop optimizing for clicks and start connecting with people.
Her work is rooted in a simple idea: people don’t make decisions based on features; they make them based on feelings. At Getuplift, she helps brands replace vague messaging with emotional clarity, so customers actually feel like they’ve been heard.- ■ If your page is all about your features, your pricing and your technology, that's a huge red flag.
- ■ Design's role is to support your message — Which means copy comes first, not the other way around.
- ■ Marketers should be on freakin’ Reddit and seeing what conversations people are actually having.
- ■ If your page is all about your features, your pricing and your technology, that's a huge red flag.
- ■ Design's role is to support your message — Which means copy comes first, not the other way around.
- ■ Marketers should be on freakin’ Reddit and seeing what conversations people are actually having.
Talia Wolf didn’t get into conversion rate optimization because she loved metrics. She got into it because nothing else worked.
After running the tests, following the best practices, and watching conversion rates refuse to budge, she started asking a better question: what if the real problem isn’t the headline — it’s that no one cares?
“I think I was doing CRO before I even knew what CRO was,” she says. “I just wanted to understand what people care about.”
This is not how most marketers talk. Then again, most marketers are still arguing about call-to-action button colors and whether fewer form fields will save the internet. Talia is playing a different game.
She runs Getuplift, a boutique agency with an oddly specific mission: to make websites feel human again. Her approach — what she calls “emotional targeting” — is less about moving pixels and more about understanding how people make decisions online.
“The path to every conversion is a decision,” she says. “And every decision is emotional.”
It’s not a popular take in rooms full of dashboards and heatmaps. But it’s the one that works.
“Everyone just sounds like everyone else. You’re looking at competitors and think, ‘They know what they’re doing,’ so you copy them. And it just becomes this hamster wheel.”
"Conversion optimization isn’t about increasing conversions. It’s about solving the right problem."
Turns out, most brands don’t actually know their customers. They know the browser, the location, the job title. But they don’t know what their customers feel, what they want, or why they’re not buying in the first place.
Because of that, their websites miss.
And that’s where Talia starts: not with dashboards, but with research. Customer calls. Open-ended surveys. And yes, hours scrolling Reddit.
“They’re not making a decision on your site,” she says. “They’re making it on Google, in a Reddit thread, or by asking ChatGPT. If you’re not answering their questions, someone else is.”
B2B, in particular, tends to forget the emotional weight of the buying process. “It’s more emotional than B2C, because you’re not buying for yourself, you’re buying for other people.”
The first thing they’ll do is go to your website, scan the features page, and check the pricing. Does it tick all the boxes? Great. You’ve made the shortlist.
But now they’re staring at three tabs that look more or less the same. “Now they’re left with a mental load of deciding between product A and product B. And we’re gonna fill in that gap with emotion.”