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