March 4th, 2015
Brain Based Conversions Using psychology & neurology to drive behavior
Luke Summerfield
Peak Performance Strategist
@SavvyLuke
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@SavvyLuke #SMX #21c
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@SavvyLuke #SMX #21c
I HAVE A
CONFESSION TO
MAKE…
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bit.ly/??????
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WHAT IS OUR
GOAL AS
MARKETERS?
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BEHAVIOR
@SavvyLuke
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@SavvyLuke #SMX #21c
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@SavvyLuke #SMX #21c
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WHAT
TRIGGERS
BEHAVIOR?
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WHERE TO
TEST
WHAT TO
TEST
RUNNING
THE TEST
1 2 3
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@SavvyLuke #SMX #21c
WHERE TO
TEST
WHAT TO
TEST
RUNNING
THE TEST
1 2 3
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@SavvyLuke #SMX #21c @SavvyLuke
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@SavvyLuke #SMX #21c
CONSCIOUS BRAIN
• Rational Thought
• Planning
• Language
• Facts and Figures
• Statistics
Neocortex
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SUBCONSCIOUS BRAIN
• Emotions
• Behaviors
• Memories
• Primal Urges
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WHAT’S THE
PROBLEM?
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• User Testing
• Focus Groups
• Surveys
• Feedback
• Interviews
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• Facts
• Figures
• Features
• Statistics
• Price
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http://www.flickr.com/photos/kalexanderson/5421517469/sizes/l/in/photolist-9g5Gg8
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https://www.flickr.com/photos/re_birf/69485963/sizes/o/
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https://www.flickr.com/photos/arselectronica/4306147303
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BRAIN BASED
MESSAGING
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AUTHORITY
• User Testing
• Focus Groups
• Surveys
• Feedback
• Interviews
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SOCIAL PROOF
• Number of
customers
• Community Favorite
• User Photos/Videos
• Reviews / Ratings
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RECIPROCITY
• Content Offers
• Thank You Page Offers
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People Like Us
Images / Video
Testimonials
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BRAIN BASED
DESIGN
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77% Use
multiple devices when watching TV
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?
?
?
RAS Attention Triggers
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Motion
?
?
RAS Attention Triggers
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MOTION
• Show, don’t tell
• JS Animation /
Hover
• Video hero boards
• Slide ups
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@SavvyLuke #SMX #21c
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@SavvyLuke #SMX #21c
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Motion
?
?
RAS Attention Triggers
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MIRROR NEURONS
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PLACE THEM IN
• Show them using it
• Show life after
words
• Show their emotion
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Attracted to People
• Beautiful people /
Babies
• Individuals vs. Groups
• Direction of Eyes
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@SavvyLuke #SMX #21c
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@SavvyLuke #SMX #21c
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@SavvyLuke #SMX #21c
WHERE TO
TEST
WHAT TO
TEST
RUNNING
THE TEST
1 2 3
searchmarketingexpo.com
@SavvyLuke #SMX #21c
WHERE TO
TEST
WHAT TO
TEST
RUNNING
THE TEST
1 2 3
searchmarketingexpo.com
@SavvyLuke #SMX #21c
Only 24 hours! No Sharing Links!
[scarcity]
[social proof] [commitment]
http://hubs.ly/y0xsSt0
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EasyEyeTracking.com
http://hubs.ly/y0xsSt0
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