(Webinar) Content Marketing: Neuromarketing Science 2014

Neuromarketing Science Why Trying To Persuade The Logical Brain Won’t Get Results

Tim Ash

#CRO @tim_ash

• Conversion-focused website blueprints (full redesigns & quick facelifts)

• Landing page test plans & testing strategy

• Ongoing conversion management & knowledge transfer

• More than 1200 clients worldwide since 2002

About SiteTuners

Part I

Split Personalities

(the tale of your three brains)

http://images2.fanpop.com/image/photos/12000

000/Spock-mr-spock-12083341-1440-1080.jpg

How the Reptilian Brain Works

Is it dangerous?

START No

Is it novel?

Deal with it Ignore It

Yes Explore It

The Real Sales Funnel

Neo-cortex

Limbic System

Brain Stem

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

Part II

Practical Strategies

(how to make money off of this stuff)

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

• 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”

• 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

Most of Your Brain is Involved in Visual Processing

You Have Two Types Of Vision

Ways To Get Insights Into Visual Attention

Eye Tracking

Mouse Tracking

Software Algorithm

• 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

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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• 45 or 90-min interactive review of landing page

• Video transcript recorded via GoToMeeting

• Includes AttentionWizard “attention heatmap” of page

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Contact Info and Q&A

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

(Webinar) Content Marketing: Neuromarketing Science 2014

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