Keratokonusta Korneal Kollajen Çapraz Bağlanma Tedavisi (Cxl)
[CXL Live 16] Neuro-Persuasion - Brain-Based Strategies for Online Marketers by Roger Dooley
Transcript of [CXL Live 16] Neuro-Persuasion - Brain-Based Strategies for Online Marketers by Roger Dooley
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#cxllive@rogerdooley
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NOTME!
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Is Psychology Bullshit?
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“I see a train wreck looming.”
- Daniel Kahneman2013
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39 out of 98 Studies
ReplicatedNature, 2015
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Publication Bias, more…
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2016: Redemption?
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Takeaway:
Test, Test, Test
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App revenue, 2017:
$269,000,000,000
-Statista.com
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Through 2018, less than 0.01 percent of consumer mobile apps will succeed.
-Gartner Group
99.99%
@rogerdooley
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Ecommerce Revenue, 2015:
$1,672,000,000,000
-Emarketer
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$4,000,000,000,000.
2015 Est. – Business Insider
@rogerdooley
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Consciousmind
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“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
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5% Conscious
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95% Non-conscious
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How much of the brain are youmarketing to?
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Robert Cialdini: 6 Principles
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BJ Fogg: Behavior Model
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Daniel Kahneman
System 1 System 2
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Geoffrey Miller: Evolutionary Psychology
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Behavior Research
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No singletheory explains
all behavior!
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Free shipping!
Bigger discount!
Great reviews!Social Proof!
Emotion!
Testimonials!
Features!
Benefits
Scarcity!
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The Persuasion
Slide ™
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Every element hasa conscious and a
non-conscious component!
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Gravity
• Initial Motivation• Needs• Wants• Goals
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Fighting Gravity
“Do this for us!”
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Fighting Gravity
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Work WITH Gravity
“We will help you!”
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Work WITH Gravity
From iwillteachyoutoberich.com
“Make Money!”
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Nudge
Attention!
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Nudges
Phone Call
Call to Action
Popup
Search AdBanner Ad
Email Alarm
Sign
Sales Call
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Bad Nudge
From pawesome.com
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chrisbrogan.com
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From chrisbrogan.com
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Nudge must be seen& start the process
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Nudge Without Motivation
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Angle
Motivation!
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Conscious Motivators
BenefitsGifts
Discounts
Features
Specifications Prices
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Non-conscious Motivators
Emotions Psychology
Brain Bugs
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Include BOTH Conscious and Non-conscious motivators!
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Conscious: Benefits
“Typical customer saves 25%.”
“Has twice the power!”
“Money-back guarantee!”
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Gifts & Discounts
“Free 50-page ebook!”
“$10 Starbucks card if you complete the survey!”
“20% off until midnight!”
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No Discounts,No Motivation
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Problem: Cost to Motivate
$ €
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Non-Conscious Motivators
FREE!Effective!
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Are you a pet owner?
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Liking
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Show attributes you share with your
customer to create “liking effect.”
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Put “liking cues” on your landing & home pages!
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13,237 ConversionExperts UseSocial Proof!
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Action vs. Preference
• “ordered” vs. “preferred”• “viewed” vs. “liked”
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Decoy Marketing
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Add a more expensiveproduct to boost salesof a lower priced one.
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Make Your Own Scarcity
“Offer expires at midnight!”
“Only 25 available at this price!”
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Tiny Choices, Big Impact
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299$
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299$
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Men Women
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$1,299.001299
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+64% - “tastier”+100% - “definitely buy”
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sex
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Friction
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Difficulty:Real and
Perceived
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Real FrictionForm FieldsSteps in Checkout ProcessInstructions“What am I supposed to do?”ANYTHING in Conversion Sequence
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High Friction
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High Friction
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Near-ZeroFriction
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User ExperienceFriction
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Disabled Autofill
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“Autocompletetags reduce
friction!”
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Super-strong Passwords
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Quick Auto Logouts
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Check every step of the conversion process.
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“Imaginary” Friction&
Cognitive Fluency
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Difficult = Risky
“Chunta” “Vaiveahtoishi”
Safer è è è More Dangerous
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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.
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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.
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More “fluent” site =More revealing posts
Drunk Tank Pink, Alter
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17%couldn’tdecide.
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40%couldn’tdecide.
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Minimize perceived friction with simple fonts, short text,
& easy-to-read design.
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Important:
If it’s not motivation, it’s friction!
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Build Your Slide
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Align with Gravity
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First a Nudge
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Maximize Angle/Motivation
Conscious&
Non-conscious
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Non-conscious:almost always
costs less!
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Minimize Friction:Real & Imaginary
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Minimizing friction almost always costs less than increasing motivation!
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If you remember just one thing from our time together…
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Change is constant and accelerating…
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Communication
Huge Change in 50 Years
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Media
Huge Change in 50 Years
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AI!Big Data!
VirtualReality!Mobile!
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Our Brains
NO Change in 50,000Years!
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Convert better by working with your
customer’s brain and how it is wired!