San Diego Mesa College - San Diego Community College District
Interactive Day San Diego 2014
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14-Sep-2014 -
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Transcript of Interactive Day San Diego 2014
Copyright © 2014, SiteTuners - All Rights Reserved.
That’s Irrational! Why Trying To Persuade The Logical Brain Won’t Get Results
Tim Ash
CEO
#IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @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
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Part I
Split Personalities
(the tale of your three brains)
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Copyright © 2012, SiteTuners - All Rights Reserved.
http://images2.fanpop.com/image/photos/12000
000/Spock-mr-spock-12083341-1440-1080.jpg
Copyright © 2012, SiteTuners - All Rights Reserved.
http://images2.fanpop.com/image/photos/12000
000/Spock-mr-spock-12083341-1440-1080.jpg
Copyright © 2012, SiteTuners - All Rights Reserved.
http://images2.fanpop.com/image/photos/12000
000/Spock-mr-spock-12083341-1440-1080.jpg
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
How the Reptilian Brain Works
Is it dangerous?
START No
Is it novel?
Yes
Deal with it Ignore It
No
Yes Explore It
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
The Real Sales Funnel
Neo-cortex
Limbic System
Brain Stem
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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
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Part II
Practical Strategies
(how to make money off of this stuff)
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Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
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
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
2 - What you need to know
• 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”
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
3 - What you need to know
• 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
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Most of Your Brain is Involved in Visual Processing
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You Have Two Types Of Vision
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Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
?
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Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Ways To Get Insights Into Visual Attention
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Eye Tracking
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Mouse Tracking
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Software Algorithm
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4 - What you need to know
• 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
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
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
SAVE $100 • increase your revenue and profit
• generate more leads
• land more customers
• boost sales and paid memberships
• maximize your marketing ROI
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Express Review - Special Offer
• 45 or 90-min interactive review of landing page
• Video transcript recorded via GoToMeeting
• Includes AttentionWizard “attention heatmap” of page
http://ExpressReviewOffer.com – Starting at only $699
“IDSD” promo-code to get $100 off (order by 5/23/2014)
Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Free Book Raffle – Right After The Session
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Contact Info and Q&A
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/tim.ash1
skype tim_ash1