View
3.932
Download
0
Category
Preview:
Citation preview
Neuro-persuasionBrain-based Strategies for
Online Marketers
Roger Dooleyrogerdooley.comrogerd@dooleydirect.com@rogerdooley
#cxllive@rogerdooley
NOTME!
Is Psychology Bullshit?
“I see a train wreck looming.”
- Daniel Kahneman2013
39 out of 98 Studies
ReplicatedNature, 2015
Publication Bias, more…
2016: Redemption?
Takeaway:
Test, Test, Test
App revenue, 2017:
$269,000,000,000
-Statista.com
Through 2018, less than 0.01 percent of consumer mobile apps will succeed.
-Gartner Group
99.99%
@rogerdooley
Ecommerce Revenue, 2015:
$1,672,000,000,000
-Emarketer
$4,000,000,000,000.
2015 Est. – Business Insider
@rogerdooley
Consciousmind
“Just as Galileo removed the earth from the center of the universe, the
current revolution removes the conscious mind from the center of
human behavior.”
-John Bargh, Yale
5% Conscious
95% Non-conscious
How much of the brain are youmarketing to?
Robert Cialdini: 6 Principles
BJ Fogg: Behavior Model
Daniel Kahneman
System 1 System 2
Geoffrey Miller: Evolutionary Psychology
Behavior Research
No singletheory explains
all behavior!
Free shipping!
Bigger discount!
Great reviews!Social Proof!
Emotion!
Testimonials!
Features!
Benefits
Scarcity!
The Persuasion
Slide ™
Every element hasa conscious and a
non-conscious component!
Gravity
• Initial Motivation• Needs• Wants• Goals
Fighting Gravity
“Do this for us!”
Fighting Gravity
Work WITH Gravity
“We will help you!”
Work WITH Gravity
From iwillteachyoutoberich.com
“Make Money!”
Nudge
Attention!
Nudges
Phone Call
Call to Action
Popup
Search AdBanner Ad
Email Alarm
Sign
Sales Call
Bad Nudge
From pawesome.com
chrisbrogan.com
From chrisbrogan.com
Nudge must be seen& start the process
Nudge Without Motivation
Angle
Motivation!
Conscious Motivators
BenefitsGifts
Discounts
Features
Specifications Prices
Non-conscious Motivators
Emotions Psychology
Brain Bugs
Include BOTH Conscious and Non-conscious motivators!
Conscious: Benefits
“Typical customer saves 25%.”
“Has twice the power!”
“Money-back guarantee!”
Gifts & Discounts
“Free 50-page ebook!”
“$10 Starbucks card if you complete the survey!”
“20% off until midnight!”
No Discounts,No Motivation
Problem: Cost to Motivate
$ €
Non-Conscious Motivators
FREE!Effective!
Are you a pet owner?
Liking
Show attributes you share with your
customer to create “liking effect.”
Put “liking cues” on your landing & home pages!
13,237 ConversionExperts UseSocial Proof!
Action vs. Preference
• “ordered” vs. “preferred”• “viewed” vs. “liked”
Decoy Marketing
Add a more expensiveproduct to boost salesof a lower priced one.
Make Your Own Scarcity
“Offer expires at midnight!”
“Only 25 available at this price!”
Tiny Choices, Big Impact
299$
299$
Men Women
$1,299.001299
+64% - “tastier”+100% - “definitely buy”
sex
Friction
Difficulty:Real and
Perceived
Real FrictionForm FieldsSteps in Checkout ProcessInstructions“What am I supposed to do?”ANYTHING in Conversion Sequence
High Friction
High Friction
Near-ZeroFriction
User ExperienceFriction
Disabled Autofill
“Autocompletetags reduce
friction!”
Super-strong Passwords
Quick Auto Logouts
Check every step of the conversion process.
“Imaginary” Friction&
Cognitive Fluency
Difficult = Risky
“Chunta” “Vaiveahtoishi”
Safer è è è More Dangerous
Confession Site
I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
Confession Site
I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
More “fluent” site =More revealing posts
Drunk Tank Pink, Alter
17%couldn’tdecide.
40%couldn’tdecide.
Minimize perceived friction with simple fonts, short text,
& easy-to-read design.
Important:
If it’s not motivation, it’s friction!
Build Your Slide
Align with Gravity
First a Nudge
Maximize Angle/Motivation
Conscious&
Non-conscious
Non-conscious:almost always
costs less!
Minimize Friction:Real & Imaginary
Minimizing friction almost always costs less than increasing motivation!
If you remember just one thing from our time together…
Change is constant and accelerating…
Communication
Huge Change in 50 Years
Media
Huge Change in 50 Years
AI!Big Data!
VirtualReality!Mobile!
Our Brains
NO Change in 50,000Years!
Convert better by working with your
customer’s brain and how it is wired!
Neuro-persuasionBrain-based Strategies for
Online Marketers
Roger Dooleyrogerdooley.comrogerd@dooleydirect.com@rogerdooley
Recommended