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March 4th, 2015
Brain Based Conversions Using psychology & neurology to drive behavior
Luke Summerfield
Peak Performance Strategist
@SavvyLuke
searchmarketingexpo.com
@SavvyLuke #SMX #21c
CONSCIOUS BRAIN
• Rational Thought
• Planning
• Language
• Facts and Figures
• Statistics
Neocortex
searchmarketingexpo.com
@SavvyLuke #SMX #21c
SUBCONSCIOUS BRAIN
• Emotions
• Behaviors
• Memories
• Primal Urges
searchmarketingexpo.com
@SavvyLuke #SMX #21c
• User Testing
• Focus Groups
• Surveys
• Feedback
• Interviews
searchmarketingexpo.com
@SavvyLuke #SMX #21c
http://www.flickr.com/photos/kalexanderson/5421517469/sizes/l/in/photolist-9g5Gg8
searchmarketingexpo.com
@SavvyLuke #SMX #21c
https://www.flickr.com/photos/re_birf/69485963/sizes/o/
searchmarketingexpo.com
@SavvyLuke #SMX #21c
https://www.flickr.com/photos/arselectronica/4306147303
searchmarketingexpo.com
@SavvyLuke #SMX #21c
AUTHORITY
• User Testing
• Focus Groups
• Surveys
• Feedback
• Interviews
searchmarketingexpo.com
@SavvyLuke #SMX #21c
SOCIAL PROOF
• Number of
customers
• Community Favorite
• User Photos/Videos
• Reviews / Ratings
searchmarketingexpo.com
@SavvyLuke #SMX #21c
MOTION
• Show, don’t tell
• JS Animation /
Hover
• Video hero boards
• Slide ups
searchmarketingexpo.com
@SavvyLuke #SMX #21c
PLACE THEM IN
• Show them using it
• Show life after
words
• Show their emotion
searchmarketingexpo.com
@SavvyLuke #SMX #21c
Attracted to People
• Beautiful people /
Babies
• Individuals vs. Groups
• Direction of Eyes
searchmarketingexpo.com
@SavvyLuke #SMX #21c
Only 24 hours! No Sharing Links!
[scarcity]
[social proof] [commitment]
http://hubs.ly/y0xsSt0
searchmarketingexpo.com
@SavvyLuke #SMX #21c
EasyEyeTracking.com
http://hubs.ly/y0xsSt0