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14 Science-Based
Ways to Convert
More Customers
Roger Dooleyrogerdooley.com
@rogerdooley
#DFWSEM
@rogerdooley
NOT
ME!
Marketers?
Honesty & EthicsVery High/High
• Nurses – 85%
• Engineers – 70%
• Advertising – 11%
• Sales – 8%
CEO Trust
• CFOs – 90%
• CIOs – 90%
• CMOs – 20%
Why?
Most Marketing
& Sales
Money Is Wasted.
95% - New Products
98% - Direct Mail
98% - Sales Emails
93% - Sales Calls
50% - Large Branding Campaigns
$4,000,000,000,000.
2015 Est. – Business Insider
Today’s Objective:
Cut your wasted
marketing spend!
SEO – SEM – Social
Via Andre Morys
Traffic Conversion
Daniel Kahneman Ronald Coase
Daniel Kahneman
System 1 System 2
5% Conscious
95% Non-conscious
A New Model
The
Persuasion
Slide™
Gravity
Angle
Angle
Friction
Nudge
Robert Cialdini: 6 Factors
BJ Fogg: Behavior Model
Geoffrey Miller:
Evolutionary Psychology
Behavior Research
No single
theory explains
all behavior!
Web
Conversion
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 Ad
Banner Ad
EmailAlarm
Sign
Sales Call
Bad Nudge
From pawesome.com
chrisbrogan.com
From
chrisbrogan.com
Nudge must be seen &
start the process
Angle
Motivation!
Nudge Without Motivation
Conscious &
Non-Conscious Motivators
Conscious Motivators
BenefitsGifts
Discounts
Features
SpecificationsPrices
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!
Dog owners?
Pet parents?
Liking
Show attributes you
share with your customer
to create “liking effect.”
Put “liking cues” on your
landing & home pages!
Copy & Content
Motivators
Tell Stories
Use stories to engage
the customer’s brain.
Testimonials
Use story testimonials
for maximum impact and
memorability.
Decoy Marketing
Subscription Offer A
$59 – Internet Only
$125 – Internet & Print
From Predictably Irrational by Dan Ariely
Subscription Offer A
$59 – Internet Only (68)
$125 – Internet & Print (32)
Predicted Revenue – $8,012
From Predictably Irrational by Dan Ariely
Subscription Offer B
$59 – Internet Only
$125 – Print Only
$125 – Internet & Print
From Predictably Irrational by Dan Ariely
Subscription Offer B
$59 – Internet Only (16)
$125 – Print Only
$125 – Internet & Print (85)
Predicted Revenue – $11,444
From Predictably Irrational by Dan Ariely
Add a less attractive offer to boost
sales of a similar offer.
Add a more expensive
product to boost sales
of a lower priced one.
Scarcity
Vs.
Make Your Own Scarcity
“Offer expires at midnight!”
“Only 25 available at this price!”
Creative Choices
as
Non-conscious
Motivators
299$
299$
Men Women
$1,299.00
1299
+64% - “tastier”
+100% - “definitely buy”
sex
Friction
Ronald Coase
Friction =
The time, money, and
effort lost in getting
what you want.
Difficulty:
Real and
Perceived
Real Friction
Form Fields
Steps in Checkout Process
Instructions
“What am I supposed to do?”
ANYTHING in Conversion Sequence
High
Friction
Low
Friction
High Friction
Near-Zero
Friction
Choice Architecture
Eric J. Johnson and Daniel Goldstein
Default Choice
Minimum Friction
User Experience
Friction
Disabled Autofill
“Autocomplete
tags reduce
friction!”
Super-strong Passwords
Quick Auto Logouts
Disappearing Form Data
Dumb Reply Addresses
Check every step of the
conversion process.
“Imaginary” Friction
&
Cognitive Fluency
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’t
decide.
40%couldn’t
decide.
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
Minimizing friction almost
always costs less than
increasing motivation!
rogerdooley.com/dfwsem
If you remember just
one thing from
today…
Change is constant and
accelerating…
Communication
Huge Change in 50 Years
Media
Huge Change in 50 Years
Mobile!
Big Data!
Social
Media!
Our Brains
NO Change in 50,000 Years!
Make your marketing
work with your
customer’s brain and
how it is wired!
14 Science-Based
Ways to Convert
More Customers
Roger Dooleyrogerdooley.com
@rogerdooley
