conversion 2016 - roger dooley - neuro-persuasion
TRANSCRIPT
#Conversion16@rogerdooley
Workshop Tomorrowhttp://emerce.nl/conversion/
Feedbackwelcome!
The Neuromarketing Spectra
NeuroscienceBehavior
SpecificGeneral
Digital MarketersNeuromarketer
s
Digital
• Big• Fast• Metric = desired behavior
Neuro
• Why?• Low Volume Conversion• Directions for Testing
Marketers?
Honesty & Ethics Very High/High
• Nurses – 85%• Engineers – 70%
• Advertising – 11%• Sales – 8%
#Conversion16 @rogerdooley
CMOs?
CEO Trust• CFOs – 90%• CIOs – 90%• CMOs – 20%
#Conversion16 @rogerdooley
Why?
Most Marketing & Sales
Money Is Wasted.
Ecommerce Revenue, 2015:
$1,672,000,000,000
-Emarketer
$4,000,000,000,000.
2015 Est. – Business Insider
#Conversion16 @rogerdooley
Consciousmind
“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
5% Conscious
95% Non-conscious
#Conversion16 @rogerdooley
How much of the brain are you marketing to?
Biometrics
Future of Biometrics?
Facial Coding
Implicit & Timed Testing
Caution: science still emerging
Study “clearly demonstrates the potential
of neurophysiological measures” to
predict ad success.
Academic Respect-
CredibleData
Scalability
Lower Cost
“Passive”Neuromarkting
Robert Cialdini: 6 Principles
BJ Fogg: Behavior Model
Daniel Kahneman
System 1
System 2
Geoffrey Miller: Evolutionary Psychology
Behavior Research
No singletheory explains
all behavior!
Free shipping!
Bigger discount!
Great reviews! Social Proof!
Emotion!
Testimonials!
Features!
Benefits
Scarcity!
The Persuasion
Slide™
Every element hasa conscious and a
non-conscious component!
Gravity
• Initial Motivation• Needs• Wants• Goals
Fighting Gravity
“Do this for us!”
Fighting Gravity
Work WITH Gravity
“We will help you!”
Work WITH Gravity
From iwillteachyoutoberich.com
“Make Money!”
Nudge
Attention!
Nudges
Phone CallCall to Action
Popup
Search AdBanner Ad
Email AlarmSign
Sales Call
Bad Nudge
From pawesome.com
chrisbrogan.com
From chrisbrogan.com
Nudge must be seen & start the process
Nudge Without Motivation
Angle
Motivation!
Conscious MotivatorsBenefits
GiftsDiscounts
Features
Specifications Prices
Non-conscious MotivatorsEmotions Psychology
Brain Bugs
Include BOTH Conscious and
Non-conscious motivators!
Conscious: Benefits“Typical customer saves 25%.”
“Has twice the power!”
“Money-back guarantee!”
Gifts & Discounts“Free 50-page ebook!”
“$10 Starbucks card if you complete the survey!”
“20% off until midnight!”
No Discounts,No Motivation
Problem: Cost to Motivate
$ €
Non-Conscious Motivators
FREE! Effective!
Social ProofScarcity
FREE
FREE
Hidden Text Authorit
y
Are you a pet owner?
Liking
Show attributes you share with your
customer to create “liking effect.”
#Conversion16 @rogerdooley
Put “liking cues” on your landing & home
pages!#Conversion16 @rogerdooley
13,237Digital MarketersUse Social Proof!
Action vs. Preference
• “ordered” vs. “preferred”• “viewed” vs. “liked”
Decoy Marketing
Add a more expensiveproduct to boost salesof a lower priced one.
#Conversion16 @rogerdooley
Make Your Own Scarcity
“Offer expires at midnight!”
“Only 25 available at this price!”
Detailed Info
Rational - System 2vs.
Emotional - System 1
#Conversion16 @rogerdooley
Images
Tiny Choices, Big Impact
299$
299$
Men Women#Conversion16 @rogerdooley
+64% - “tastier”+100% - “definitely buy”
sexFear of loss
Stories
Friction
Difficulty:Real and Perceived
Real FrictionForm FieldsSteps in Checkout ProcessInstructions“What am I supposed to do?”ANYTHING in Conversion Sequence
High Friction
High Friction
Near-Zero
Friction
User Experience Friction
UX
Disabled Autofill
“Autocomplete tags reduce
friction!”
Super-strong Passwords
Quick Auto Logouts
Check every step of the conversion process.
#Conversion16 @rogerdooley
“Imaginary” Friction&
Cognitive Fluency
Difficult = Risky
“Chunta” “Vaiveahtoishi”
Safer More Dangerous
Confession SiteI 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.
Confession SiteI 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.
More “fluent” site =More revealing posts
Drunk Tank Pink, Alter#Conversion16 @rogerdooley
17%couldn’tdecide.
40%couldn’tdecide.
Minimize perceived friction with simple fonts, short
text, & easy-to-read design.
#Conversion16 @rogerdooley
Important:
If it’s not motivation, it’s friction!
#Conversion16 @rogerdooley
Build Your Slide
Align with Gravity
First a Nudge
Maximize Angle/MotivationConscious
&Non-conscious
Non-conscious motivatorsalmost always cost less!
#Conversion16 @rogerdooley
Minimize Friction:Real & Imaginary
Minimizing friction almost always costs less than increasing motivation!
#Conversion16 @rogerdooley
Workshop Tomorrowhttp://emerce.nl/conversion/
If you remember just one thing from our time
together…
Change is constant and accelerating…
CommunicationHuge Change in 50 Years
MediaHuge Change in 50 Years
AI!Big Data!
VirtualReality!Mobile!
Our BrainsNO Change in 50,000 Years!
Be more persuasive by
working with your customer’s brain
and how it is wired!
