Tim Ash's Keynote to Affiliate Summit West 2013

Copyright © 2013, SiteTuners - All Rights Reserved.

Persuading the Reptilian Brain: Understanding Neuromarketing to Increase Website Conversions

Tim Ash – CEO SiteTuners

#asw13 @tim_ash

Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash

19 Degrees Today


23 Degrees Today


• Conversion-focused website blueprints (tactical or strategic)

• Landing page test plans & testing strategy

• Internal optimization team training & mentoring

• More than 1000 clients worldwide since 2002

About SiteTuners


Part I

Split Personalities (the tale of your three brains)


http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg


Your Brain is an Evolutionary Collage

• You actually have three “brains”

• Neo-cortex – reasons & plans

• Limbic System - feels & remembers

• Brain Stem – reacts & survives


Part II

Feeding The Lizard (understanding the reptilian brain)


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 III

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


Part IV

Full Circle (back to inner space)


Giveaway – Free Express Review

• Unflinchingly honest interactive review of landing page or website

• 45- or 90-min video transcript recorded via GoToMeeting

• Includes AttentionWizard “attention heatmap” of your page

http://Express-Review.com – Normally starts at $699

Conducted Personally by Tim Ash

http://express-review.com/






2013: San Francisco – Chicago – Boston – London - Berlin

Tim Ash

Tom Davenport

Michael Summers

Bryan Eisenberg

Patrick Bultema

Jakob Nielsen

Amy Africa

BJ Fogg

Steve Krug

Jared Spool

Roger Dooley

Susan Weinschenk

Brian Massey

http://www.conversionconference.com/code-baby.html?ml=5&mlt=system&tmpl=component

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http://www.conversionconference.com/website-optimizer.html?ml=5&mlt=system&tmpl=component

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http://www.conversionconference.com/user-zoom.html?ml=5&mlt=system&tmpl=component

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http://www.conversionconference.com/conversion-voodoo.html?ml=5&mlt=system&tmpl=component

http://www.conversionconference.com/future-now.html?ml=5&mlt=system&tmpl=component


Contact Info [email protected]

(619) 990-9062 mobile

(619) 223-8020 work PST

twitter @tim_ash

www.linkedin.com/in/timash

facebook.com/tim.ash1

skype tim_ash1

Tim Ash's Keynote to Affiliate Summit West 2013

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