SearchLove Boston 2015 | Luke Summerfield, 'Brain-Based Conversions'
Transcript of SearchLove Boston 2015 | Luke Summerfield, 'Brain-Based Conversions'
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I HAVE A CONFESSION TO
MAKE…
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bit.ly/??????
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WHAT IS OURGOAL AS
MARKETERS?
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BEHAVIOR
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WHAT TRIGGERS
BEHAVIOR?
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BRAIN BASEDCONVERSIONS
USING PSYCHOLOGY & NEUROLOGYTO BOOST CONVERSIONS
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WHERE TOTEST
WHAT TOTEST
RUNNING THE TEST
1 2 3
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WHERE TOTEST
WHAT TOTEST
RUNNING THE TEST
1 2 3
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CONSCIOUS BRAIN
• Rational Thought
• Planning
• Language
• Facts and Figures
• Statistics
Neocortex
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• Emotions
• Behaviors
• Memories
• Primal Urges
SUBCONSCIOUS BRAIN
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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
@SavvyLukehttp://www.flickr.com/photos/kalexanderson/5421517469/sizes/l/in/photolist-9g5Gg8
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MESSAGINGBRAIN BASED
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AUTHORITY • Testimonials / Case studies
• Awards
• High profile clients
• Speaking / Writing
• Partner with authorities
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SOCIAL PROOF
• Number of customers
• Community Favorite
• User Photos / Videos
• Reviews / Ratings
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Social Monitor + Embedable Tweets
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RECIPROCITY
• Content Offers
• Thank You Page Offers
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• Content offers
• Use a countdown
• Invite only
SCARCITY
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add example
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People Like Us
Images / Video
Testimonials
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DESIGNBRAIN BASED
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77% Usemultiple devices when watching TV
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RAS Attention Triggers
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Motion
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RAS Attention Triggers
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MOTION
• Show, don’t tell
• JS Animation / Hover
• Video hero boards
• Slide ups
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Motion
?
RAS Attention Triggers
Novelty
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NOVELTY
https://www.flickr.com/photos/thelotuscarroll/13957428894
• “New”
• Out of the ordinary
• Contrast principle
• Time constrained
• Don’t overload
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Motion
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RAS Attention Triggers
Ambiguity
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MIRROR NEURONS
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Mirror Neurons
• Place them in
• Emotions during use
• Show life after words
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Attracted to People
• Beautiful people / Babies
• Individuals vs. Groups
• Direction of Eyes
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WHERE TOTEST
WHAT TOTEST
RUNNING THE TEST
1 2 3
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WHERE TOTEST
WHAT TOTEST
RUNNING THE TEST
1 2 3
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Only 24 hours! No Sharing Links!
[scarcity]
[social proof] [commitment]
http://hubs.ly/y0xsSt0
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EasyEyeTracking.com
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