Webinar Online Persuasion: Insights from Neuroscience + Evidence from A/B Testing

Online Persuasion: Insights from Neuroscience & Evidence from A/B Testing

Tim Ash – CEO SiteTuners

Dan Siroker – CEO Optimizely

Today’s Presenters

Tim Ash CEO – SiteTuners

Dan Siroker CEO – Optimizely

#LPOwebinar

@tim_ash

@dsiroker

• Best-practices 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

Part I

The Tale of the Three Brains (and which one really matters)

Meet Your Brains

Neo-cortex

Reasons

Limbic System

Brain Stem

Reacts

How the Reptilian Brain Handles Change

Is it dangerous? START

No Is it novel?

Deal with it Ignore it

Yes Explore it

Takeaway #1

Understand that the reptilian brain is in charge:

• Does things the same way and never learns

• Cares only about basic survival

• Is the gatekeeper for the other 2 brains

Part II

The “Eyes” Have It

You Have Two Types Of Vision

Visual Attention Prediction Approaches

Eye Tracking – Record eye movement

Mouse Tracking – record mouse movement

Software Algorithm – predict eye movement

Takeaway #2

Be very careful with visuals and don’t use them to decorate:

• Motion will automatically trigger attention

• Make page bland so call-to-action is clear

• Test videos to make sure they actually help

Part III

Trust & Social Monkey Domination

We Are Social Creatures

Are There Limits to Our “Socialness”?

Rule of 150 – Close relationships are limited

With a group of 150 or so, formalities are not necessary. Behavior can be controlled on the basis of personal loyalties and direct contacts. With larger groups, this seems impossible.

– Robin Dunbar

Takeaway #3

Understand our social natures how to use them to influence behavior:

• All people crave social connections

• We evolved in relatively small tribes

• We can be influenced by large mobs

Express Review - Special Offer

• 45 or 90-min interactive review of landing page

• Video transcript recorded via GoToMeeting

• Includes AttentionWizard “attention heatmap” of your page

http://Express-Review.com – Starting at only $699 First 3 reviews will be personally conducted by Tim Ash

(mention “Optimizely” after ordering – must order by 11/16/2012)

2013: San Francisco – Chicago – Boston – London - Germany

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

Contact Info tim@sitetuners.com

(619) 990-9062 mobile

(619) 223-8020 work PST

twitter @tim_ash

www.linkedin.com/in/timash

facebook.com/tim.ash1

skype tim_ash1

Online Persuasion: Examples From A/B Testing

Dan SirokerCo-Founder & CEO

Wednesday, November 7, 12

A/B Testing Helps You Understand the Three Brains

Lesson #1:

Feeding the Lizard Brain

+600% engagement

+198.6% clicks on “Basic” sign-up

+8.4% signups

+16.8% $ per visitor

+14.6% clicks

Lesson #2:

The Eyes Have It

Button

Button:

1. Sign Up

2. Learn More

3. Join Us Now

4. Sign Up Now

Media:

1. Get Involved Image

2. Family Image

3. Change Image

4. Barack’s Video

5. Springfield Video

6. Sam’s Video

Splash page experimentVariations:

Button: “Sign Up”

Button: “Learn More”

Button: “Join Us Now”

Button: “Sign Up Now”

Button:

1. Sign Up

2. Learn More

3. Join Us Now

4. Sign Up Now

Media:

2. Family Image

3. Change Image

4. Barack’s Video

6. Sam’s Video

Variations:

Splash page experiment

Media: “Get Involved”

Media: “Change”

Media: “Barack’s Video”

Media: “Springfield Video”

Media: “Sam’s Video”

Button:

1. Sign Up

2. Learn More

3. Join Us Now

4. Sign Up Now

Media:

2. Family Image

3. Change Image

4. Barack’s Video

6. Sam’s Video

Variations:

Button:

1. Sign Up

2. Learn More

3. Join Us Now

4. Sign Up Now

Media:

2. Family Image

3. Change Image

4. Barack’s Video

6. Sam’s Video

Variations:

Button:

1. Sign Up

2. Learn More

3. Join Us Now

4. Sign Up Now

Media:

2. Family Image

3. Change Image

4. Barack’s Video

6. Sam’s Video

Variations:

Email Subscriptions

Volunteers Amount Raised

Original: 7,120,000 712,000 $143,000,000

+40.6% +2,880,000 +288,000 +$57,000,000

New: 10,000,000 1,000,000 $200,000,000

Email Subscriptions

Original: 7,120,000 712,000 $143,000,000

+40.6% +2,880,000 +288,000 +$57,000,000

New: 10,000,000 1,000,000 $200,000,000

Email Subscriptions

Original: 7,120,000 712,000 $143,000,000

+40.6% +2,880,000 +288,000 +$57,000,000

New: 10,000,000 1,000,000 $200,000,000

Lesson #3:

Making the Emotional Connection

Power, leadership

Family, lovevs.

Power, leadership

Family, lovevs.

Donation button experiment

Variations

Donation button experiment

VariationsNever

Signed Up

Signed Up, Never

Donated

Previously Donated

0.0% 0.0% 0.0%

+2.3% +27.8% +16.3%

-27.8% N/A N/A

+15.2% -24.6% +11.9%

+8.5% +2.9% +18.4%

+15.75% $ per visitor

+12% clicks to broadcast button

Imagevs.

Lesson #4:

Start today

Everybody’s doing it.

1. Feeding the Lizard Brain

2. The Eyes Have It

3. Making the Emotional Connection

4. Start today

Lessons Learned

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