Ep 22: Tracking is broken. Here’s what every marketer needs to measure

Ep 24: Inside Bitly’s growth team: What’s actually working in marketing right now

Everyone keeps saying marketing has changed forever. Traffic is disappearing. AI Overviews are replacing clicks. Attribution is getting messier. And marketers everywhere are trying to figure out what actually matters now. In this episode of Heart Before Cart, I sat down with Sam Oh, VP of Acquisition at Bitly, to talk about what growth, CRO, AI, and customer journeys actually look like inside one of the internet’s most recognizable brands. Honestly, this is one of the most grounded conversations I’ve had about AI and marketing so far. Because Sam isn’t theorizing, he’s actively rebuilding workflows, rethinking attribution, adapting CRO strategy, experimenting with AI tools, and trying to understand how buyer behavior is changing in real-time across millions of users. But throughout the entire conversation, one thing kept coming up:  “Our job as marketers hasn’t changed. The environment has.” In this episode we cover: * Why CRO matters MORE in the AI era * How Bitly is adapting to AI search and changing buyer journeys * Why every page on your website is now a conversion page * How AI is changing attribution and traffic reporting * The role of experimentation in modern marketing * How Sam actually uses AI internally without outsourcing strategic thinking * Why the best marketers are still focused on people first If you’re trying to figure out how to adapt your marketing without losing the human side of it, this episode is for you. RESOURCES → Check out my FREE workshop: https://taliawolf.com/workshop → Get my NEW book (Emotional Targeting): https://taliawolf.com/book CONNECT WITH ME LinkedIn: https://www.linkedin.com/in/taliagw/ Twitter: https://twitter.com/TaliaGw Website: https://getuplift.co/

Ep 23: ChatGPT changed what your website is for

Your website used to have one job: convince your visitor to buy.  But, in the last few years your website has picked up a second job, and you may not have even realized it.  Your website is no longer the first step in the customer journey.  It may be the second, third, or even fourth place your potential buyer visits.  Now your buyer is researching you through:  * AI  * Reddit * YouTube reviews  * TikTok reviews  ...and many more, before they even land on your homepage.  So now your website has two jobs.  In this video I breakdown the two jobs, why websites need to do both, how to identify trust gaps in your messaging, and what to do to close them. RESOURCES → Check out my FREE workshop: https://taliawolf.com/workshop → Get my NEW book (Emotional Targeting): https://taliawolf.com/book CONNECT WITH ME LinkedIn: https://www.linkedin.com/in/taliagw/ Twitter: https://twitter.com/TaliaGw Website: https://getuplift.co/

Ep 22: Tracking is broken. Here’s what every marketer needs to measure

Analytics and attribution have changed. Buyers are making decisions on Reddit, through AI summaries, YouTube videos, LinkedIn posts, reviews, private communities, and conversations with peers long before they ever land on your website. And marketers are still obsessing over traffic, bounce rates, and attribution reports like it’s 2019. In this episode, Dana DiTomaso (Kickpoint) and I unpack what this fragmented, zero-click world means for marketers and what we should actually be measuring now. We talk about: * Why the traditional funnel no longer reflects reality * Why attribution is getting harder * What entrances and exits can actually tell you about buyer intent * How to measure trust and decision-making behavior * What marketers should stop tracking immediately * And how to think about analytics in a world where buying decisions happen off your website If you’re still relying on traffic and last-click attribution to understand buyer behavior… this episode will challenge the way you think about analytics. Subscribe for more episodes on conversion optimization, emotional targeting, buyer psychology, and what modern marketing actually looks like now that the customer journey is anything but linear. RESOURCES Dana’s free guide to UTM tracking: https://kpplaybook.com/how-to-track-campaigns-in-ga4-using-utm-parameters/ [https://kpplaybook.com/how-to-track-campaigns-in-ga4-using-utm-parameters/]  Dana’s course: analyticsplaybook.com [http://analyticsplaybook.com]  My book (Emotional Targeting): https://taliawolf.com/book [https://taliawolf.com/book] CONNECT WITH ME LinkedIn: https://www.linkedin.com/in/taliagw/ [https://www.linkedin.com/in/taliagw/]IG: https://www.instagram.com/taliagw/ [https://www.instagram.com/taliagw/] Website: https://getuplift.co/ [https://getuplift.co/]

Ep 21: Your CRO won't work until you optimize everywhere

CRO has (definitely) changed.  I’ve been working in optimization for well over a decade, and this is the biggest shift I’ve seen.  CRO used to be about optimizing what you owned and what you controlled – from your landing pages to your emails.  But now, people are making a decision about you without ever visiting your website, receiving one of your emails, or going through your ad funnel… (They’ll likely still check out your website at some point but now it’s through a different lens) … and that changes EVERYTHING about what conversion optimization looks like, where it happens and how you need to think about it. Subscribe for more episodes on conversion optimization, emotional targeting and how to optimize everywhere because (let’s face it) things have changed. RESOURCES → Check out my FREE workshop: https://taliawolf.com/workshop → Get my NEW book (Emotional Targeting): https://taliawolf.com/book CONNECT WITH ME LinkedIn: https://www.linkedin.com/in/taliagw/ Twitter: https://twitter.com/TaliaGw Website: https://getuplift.co/

Ep 20: 5 landing page mistakes that are past their era

2021 feels like a lifetime ago. And in a lot of ways, it is. But when it comes to landing pages… some things haven’t changed as much as you’d expect. I’m still seeing the same patterns. The same decisions. The same mistakes showing up across pages that should be converting, but aren’t. And it’s not because people aren’t trying. It’s because these issues are easy to overlook when you’re focused on building, launching and getting something out there. In this episode of Heart Before Cart, I break down the 5 landing page mistakes I see again and again and why they have such a big impact on your results. We talk about: → What happens when you ask people to do too many things at once → Why your page needs to match what got people there in the first place → The role messaging actually plays in whether people keep reading → How making the page about you hurts your ability to convert → And what most people forget to do after someone signs up If your landing page feels like it should be working but isn’t, there’s a good chance one of these is getting in the way. And once you see it, you won’t be able to unsee it. Subscribe for more episodes on emotional targeting, conversion optimization and how people actually make buying decisions. RESOURCES → Check out my FREE workshop: https://taliawolf.com/workshop → Get my NEW book (Emotional Targeting): https://taliawolf.com/book CONNECT WITH ME LinkedIn: https://www.linkedin.com/in/taliagw/ Twitter: https://twitter.com/TaliaGw Website: https://getuplift.co/ [https://getuplift.co/]