(Webinar) Content Marketing: Neuromarketing Science 2014

Copyright © 2014, SiteTuners - All Rights Reserved.

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

Tim Ash

CEO

#CRO @tim_ash

Copyright © 2014, SiteTuners - All Rights Reserved. #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)



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How the Reptilian Brain Works

Is it dangerous?

START No

Is it novel?

Yes

Deal with it Ignore It

No

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

[email protected]

(619) 990-9062 mobile

(619) 223-8020 work PST

twitter @tim_ash

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Technology

(Webinar) Content Marketing: Neuromarketing Science 2014