Insights Unlocked

Episode web page: https://bit.ly/4fEzKXi ----------------------- 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:This week on Insights Unlocked, Nathan Isaacs sits down with Gwen Hammes, co-CEO of CRO Metrics, to explore how brands can turn real customer behaviors into powerful, business-driving insights. With a career spanning top global agencies and now leading a growth experimentation firm, Gwen shares how her experience in different cultures, especially Mexico City, helped reshape her leadership style, making it more adaptable, empathetic, and outcome-focused. What you'll learn in this episode: Why conversion optimization is more than just a tactical fix—it’s a rich source of behavioral insight How cultural experiences can break rigid thinking and inspire more creative, human-centered problem-solving What symmetrical messaging is and why it’s one of the most overlooked opportunities for brands How to use experimentation to de-risk web redesigns and new capabilities Ways to reframe change to make it energizing for teams rather than destabilizing How CRO Metrics is adopting AI tools, not just for efficiency but to deepen client insights Why mentorship and community-building matter, and how Gwen is investing in the next generation of women in growth Resources & Links: Gwen Hammes on LinkedIn (https://www.linkedin.com/in/gwen-hammes/) The CRO Metrics website (https://crometrics.com/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

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

Episode web page: https://bit.ly/45oE6gF ----------------------- 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 chats with Chris Silvestri, founder of Conversion Alchemy, about what really makes copy convert. And spoiler alert, it’s not about being clever with words. Chris unpacks the importance of research-driven messaging, sharing his journey from software engineering and UX to conversion copywriting. He reveals why 70% of his work is dedicated to research and how pattern recognition, user testing, and cross-team interviews uncover the insights needed to build impactful, customer-first messaging. You’ll learn: Why writing effective copy is about translating customer thinking, not sounding smart How to spot when teams are operating on assumptions instead of data The overlooked power of user testing videos for understanding customer behavior How to organize and scale research using an “iceberg” framework The promise (and pitfalls) of using synthetic personas for copy testing and stakeholder alignment Practical tips for using voice of customer data to clarify and strengthen your value proposition Resources & Links: Chris Silvestri on LinkedIn (https://www.linkedin.com/in/christophersilvestri/) Conversion Alchemy website (https://christophersilvestri.com/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: http://bit.ly/472L2m0 ----------------------- 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 ----------------------- What do magicians and marketers have in common? A lot more than you think. In this episode of Insights Unlocked, Nathan Isaacs chats with Jimi Gibson, Vice President of Brand Communication at Thrive Agency, to explore how lessons from the stage can radically transform how brands communicate and connect with customers. Jimi, a former professional magician turned messaging strategist, shares how the principles of illusion, empathy, and storytelling apply directly to customer experience design. Drawing from decades of experience—both on stage and in the boardroom—Jimi introduces his “magic script” framework, which walks brands through three emotional cues: connection, curiosity, and conversion. You’ll hear how brands can shift from “me-first” messaging to customer-centered narratives that actually resonate. Jimi also discusses why clarity beats cleverness, how to test messaging in the wild, and the powerful impact of customer feedback on creative strategy. From landing page makeovers to understanding the psychology of engagement, this episode is packed with insights you can act on right away. What you'll learn in this episode: Why great marketing is more like great theater than you’d think How the “magic script” uses brain chemistry to build deeper customer connection Why empathy, clarity, and insight should be the foundation of all messaging The power of message testing—before you go live Real-world examples of emotional storytelling in action Resources & Links: Jimi Gibson on LinkedIn https://www.linkedin.com/in/jimi-gibson/ Thrive Agency https://thriveagency.com/ Storynomics by Robert McKee Unreasonable Hospitality by Will Guidara Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/4kYTrdD ----------------------- 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 ----------------------- In this episode, we sit down with UX veteran and startup advisor Oksana Kovalchuk to explore the common pitfalls early-stage founders make when building digital products and how to avoid them. Drawing on two decades of design, development, and mentoring experience, Oksana shares why user experience must be prioritized from day one, and how building a product for your users, not yourself, is the key to startup survival. What you’ll learn: Why "you are not your user" is still the Golden Rule. Founders often build products based on their own logic and preferences. Oksana explains why that leads to UX failure, especially when designing for different demographics. The “more ideas than money” principle. Discover how Oksana helps startup teams focus their limited budgets on what matters most: getting the MVP right and learning from real users quickly. Fail fast, learn fast. Learn how iteration, feedback loops, and competitor reviews play a central role in UX design at the startup level. When UX is ignored, disaster follows. Hear a jaw-dropping real-world example of a fintech app with a 98% onboarding drop-off; all caused by a single UX decision. Measuring UX success. Explore metrics like time-to-value, drop-off rates, and support ticket trends that reveal how your product is really performing. Resources & Links: Oksana Kovalchuk on LinkedIn https://www.linkedin.com/in/oksanakovalchuk/ ANODA https://www.anoda.mobi/ Mike McDowell on Linkedin https://www.linkedin.com/in/mmcdowell1/ Mike’s YouTube channel: https://www.youtube.com/@mikedropvideos Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/4eZNwDS ----------------------- 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 ----------------------- What does it take to consistently deliver exceptional customer experiences? In this episode of Insights Unlocked, guest Mark Slatin—CX thought leader, educator, and host of The Delighted Customer podcast—shares how trust acts as the foundation for business transformation. Drawing on his Trusted Guide Framework, Mark explores how to operationalize customer experience, earn executive buy-in, and create lasting customer loyalty through empathy, listening, and collaboration. You’ll learn: Why every customer has an experience—whether or not you design for it The dangers of the “hero trap” in leadership and how to overcome it How to build a culture of trust within your team and organization Ways to get executive buy-in using stakeholder-centric storytelling Why empathy is the game-changer in closing the customer experience gap The role of AI in enhancing—but not replacing—human-centric CX strategies Resources & Links: Becoming a Trusted Guide™ (On Demand Course via CXPA) - https://www.pathlms.com/cxpa/courses/105144 The Trusted Guide Roadmap™ (Live Master Class) - https://www.empoweredcx.com/ The Delighted Customers Podcast - https://www.empoweredcx.com/podcast Mark Slatin on LinkedIn (https://www.linkedin.com/in/markslatin)  Bobby Meixner on LinkedIn (https://www.linkedin.com/in/bmeixner/) Nathan on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/3U80YeU ----------------------- 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 ----------------------- In this episode of Insights Unlocked, Devora Rogers, Chief Strategy Officer at Alter Agents and co-author of Influencing Shopper Decisions, joins us to challenge outdated assumptions about how people shop. Devora shares her unconventional journey from storytelling to strategy and offers a fresh lens on consumer behavior, loyalty, and the importance of continuous human insights. Drawing on decades of experience helping top brands like Google and Snapchat, Devora explains why fewer than 5% of shoppers follow a linear path to purchase and why loyalty is no longer a given. She introduces a behavioral segmentation model—including loyalists, defectors, ambivalents, and impulse buyers—and explores how brands can tailor experiences for each type. Plus, we unpack the problem with “brand narcissism” in research and why brands must prioritize relevance over vanity metrics. What you’ll learn in this episode: Why shoppers often start from scratch with every buying decision—and what that means for loyalty programs The four shopper mindsets and how to design experiences for each How real-time insights and tools like video feedback are transforming market research Why most brand trackers fail to deliver meaningful insight The power of storytelling in research and decision-making Where AI fits in—and where human feedback still reigns supreme Resources & Links: Alter Agents (https://alteragents.com/) Devora Rogers on LinkedIn (https://www.linkedin.com/in/devorarogers/) Bobby Meixner on LinkedIn (https://www.linkedin.com/in/bmeixner/) Nathan on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/4lcY2tG ----------------------- 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 ----------------------- What does it take to make marketing truly meaningful? In this episode of Insights Unlocked, we sit down with Steven Sakach, co-founder of AI CMO and CEO of Zero Company, to explore how businesses can create deeper emotional connections by putting empathy and purpose at the heart of their marketing. With decades of experience spanning journalism, digital media, and consciousness studies, Steven shares insights on the evolution of conscious capitalism, the role of AI in marketing with intention, and how brands can avoid the pitfalls of performative messaging. Discover how companies like Patagonia and Dove have created enduring emotional impact, and learn how to articulate your own organization’s higher purpose to guide authentic, customer-first campaigns. Whether you're part of a lean marketing team or leading a larger brand, this episode offers actionable strategies to align your marketing with what truly matters. What you’ll learn in this episode: Why empathy and purpose are becoming essential pillars of effective marketing How AI can help small teams scale emotionally intelligent campaigns The concept of “building love into scalable systems” and why it matters Lessons from brands that got it right—and those that got it wrong How to discover and articulate your business’s authentic higher purpose Resources & Links: Steven on LinkedIn (https://www.linkedin.com/in/stephen-sakach-3181aa28b/) Zero Company (https://www.zerocompany.com/) aiCMO (https://aicmo.io/home_ Bliss Business podcast (https://www.theblisspodcast.com/) Nathan on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/4lhHPCW ----------------------- 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 ----------------------- In this episode of Insights Unlocked, Rand Fishkin, co-founder of SparkToro and marketing industry icon, joins hosts Mike McDowell and Nathan Isaacs to unpack one of the most disruptive shifts in digital marketing today: the death of attribution. Rand explains how platforms like Google, Facebook, and Reddit are cutting off referral data and turning into "walled gardens," effectively ending marketers' ability to track where traffic and conversions truly originate. This change calls for a radical new playbook—one that trades attribution modeling for brand lift, and prioritizes native content that meets audiences where they are. What you'll learn in this episode: Why attribution modeling no longer works—and what to focus on instead The rise of zero-click marketing and how to succeed with it How brands can build influence in a closed-platform world The role of audience intelligence tools like SparkToro in top-of-funnel strategy Why empathy and behavior observation are more powerful than ever for product and marketing decisions How customer insights led to SparkToro’s recent product relaunch—and a major growth rebound Resources & Links: SparkToro: https://sparktoro.com/ Rand on LinkedIn: https://www.linkedin.com/in/randfishkin/ Snackbar Studio: https://snackbarstudio.com/ Mike on LinkedIn: https://www.linkedin.com/in/mmcdowell1/ Mike’s YouTube channel: https://www.youtube.com/@mikedropvideos Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Episode web page: https://bit.ly/4l51qH3 ----------------------- 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 ----------------------- In this episode of Insights Unlocked, we sit down with Dheerja Kaur, Vice President of Product Management at Robinhood, for a deep dive into how thoughtful design, strategic innovation, and customer obsession can transform industries—especially one as complex and regulated as finance. Dheerja brings insights from her journey across major brands like ESPN and The Skimm, sharing how those experiences shaped her unique approach to building products that are not only functional and beautiful but also deeply human. Designing for obsessive user bases: How Dheerja’s work with passionate communities—from sports fans to finance enthusiasts—has underscored the value of user loyalty and brand ethos. Democratizing finance through design: A look at how Robinhood lowered economic barriers and emphasized intuitive user experiences to make investing more accessible to everyone. Embracing complexity without sacrificing clarity: Dheerja discusses how her team balances regulatory requirements with elegant product design that promotes user education and confidence. Coaching with ‘Spidey sense’: Learn how she develops product intuition in her teams without micromanaging, and how recognizing subtle signals can lead to better outcomes. A culture of experimentation: Why Robinhood encourages teams to pursue bold ideas—even at the risk of failure—and how this fuels long-term growth and innovation. Harnessing real-time insights: Discover how customer feedback from support, surveys, and experimentation informs Robinhood’s product strategy and user experience. AI and the future of product design: Dheerja shares Robinhood’s early experiments with AI, including the new Cortex product, and how first-principles thinking guides their approach. Championing inclusive leadership: Dheerja reflects on her own experience navigating imposter syndrome and why she prioritizes supporting women and underrepresented groups in tech. Dheerja on LinkedIn: https://www.linkedin.com/in/dheerja/ Robinhood website: https://robinhood.com/ Dheerja’s website: https://www.dheerja.com/ Bobby on LinkedIn: https://www.linkedin.com/in/bmeixner Learn more about Insights Unlocked: https://www.usertesting.com/podcast