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Copyright © 2013, SiteTuners - All Rights Reserved.
Persuading the Reptilian Brain: Understanding Neuromarketing to Increase Website Conversions
Tim Ash – CEO SiteTuners
#asw13 @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
19 Degrees Today
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23 Degrees Today
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• Conversion-focused website blueprints (tactical or strategic)
• Landing page test plans & testing strategy
• Internal optimization team training & mentoring
• More than 1000 clients worldwide since 2002
About SiteTuners
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Part I
Split Personalities (the tale of your three brains)
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http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg
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Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
Your Brain is an Evolutionary Collage
• You actually have three “brains”
• Neo-cortex – reasons & plans
• Limbic System - feels & remembers
• Brain Stem – reacts & survives
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Part II
Feeding The Lizard (understanding the reptilian brain)
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Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
How the Reptilian Brain Works
Is it dangerous? START
No Is it novel?
Yes
Deal with it Ignore It
No
Yes Explore It
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The Real Sales Funnel
Neo-cortex
Limbic System
Brain Stem
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Understand How The Reptilian Brain Works
• Does things the same way and never learns
• Cares only about basic survival
• Is the gatekeeper for the other 2 brains
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Part III
Practical Strategies (how to make money off of this stuff)
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1 - What you need to know
• Making choices tires the brain and can make subsequent decision making difficult
• Help guide customers (wizards – not filtering)
• Do not overwhelm
• Remove similar choices
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2 - What you need to know
• We anchor on the first thing we see
• Add a new high-end item (which will not sell well)
• Show in decreasing price order
• Sales of reasonable compromise will increase
• Irrational anchors can be put in the “lobby”
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3 - What you need to know
• People are tribal
• Some tribes are self-selected
• We care more about people similar to us
• Look the part
• Communicate your values with editorial tone
• Don’t worry about alienating outsiders
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Most of Your Brain is Involved in Visual Processing
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You Have Two Types Of Vision
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Ways To Get Insights Into Visual Attention
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Eye Tracking
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Mouse Tracking
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Software Algorithm
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4 - What you need to know
• Visual processing is very powerful & quick
• Draw attention to offers with strong visuals
• Use people carefully to support calls-to-action
• Don’t use unnecessary motion or animation
• Test and refine how you deploy video
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Summary
1. Create a small number of clear choices
2. Use a big anchor
3. Be in my cultural tribe
4. Understand the power of visuals
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Part IV
Full Circle (back to inner space)
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Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
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Giveaway – Free Express Review
• Unflinchingly honest interactive review of landing page or website
• 45- or 90-min video transcript recorded via GoToMeeting
• Includes AttentionWizard “attention heatmap” of your page
http://Express-Review.com – Normally starts at $699
Conducted Personally by Tim Ash
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
2013: San Francisco – Chicago – Boston – London - Berlin
Tim Ash
Tom Davenport
Michael Summers
Bryan Eisenberg
Patrick Bultema
Jakob Nielsen
Amy Africa
BJ Fogg
Steve Krug
Jared Spool
Roger Dooley
Susan Weinschenk
Brian Massey
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Contact Info [email protected]
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
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