conversion 2016 - roger dooley - neuro-persuasion
TRANSCRIPT
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#Conversion16@rogerdooley
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Workshop Tomorrowhttp://emerce.nl/conversion/
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Feedbackwelcome!
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The Neuromarketing Spectra
NeuroscienceBehavior
SpecificGeneral
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Digital MarketersNeuromarketer
s
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Digital
• Big• Fast• Metric = desired behavior
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Neuro
• Why?• Low Volume Conversion• Directions for Testing
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Marketers?
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Honesty & Ethics Very High/High
• Nurses – 85%• Engineers – 70%
• Advertising – 11%• Sales – 8%
#Conversion16 @rogerdooley
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CMOs?
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CEO Trust• CFOs – 90%• CIOs – 90%• CMOs – 20%
#Conversion16 @rogerdooley
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Why?
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Most Marketing & Sales
Money Is Wasted.
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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
#Conversion16 @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
#Conversion16 @rogerdooley
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How much of the brain are you marketing to?
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Biometrics
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Future of Biometrics?
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Facial Coding
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Implicit & Timed Testing
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Caution: science still emerging
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Study “clearly demonstrates the potential
of neurophysiological measures” to
predict ad success.
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Academic Respect-
CredibleData
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Scalability
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Lower Cost
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“Passive”Neuromarkting
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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 CallCall to Action
Popup
Search AdBanner Ad
Email AlarmSign
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 MotivatorsBenefits
GiftsDiscounts
Features
Specifications Prices
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Non-conscious MotivatorsEmotions 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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Social ProofScarcity
FREE
FREE
Hidden Text Authorit
y
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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.”
#Conversion16 @rogerdooley
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Put “liking cues” on your landing & home
pages!#Conversion16 @rogerdooley
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13,237Digital MarketersUse Social 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.
#Conversion16 @rogerdooley
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Make Your Own Scarcity
“Offer expires at midnight!”
“Only 25 available at this price!”
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Detailed Info
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Rational - System 2vs.
Emotional - System 1
#Conversion16 @rogerdooley
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Images
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Tiny Choices, Big Impact
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299$
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299$
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Men Women#Conversion16 @rogerdooley
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+64% - “tastier”+100% - “definitely buy”
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sexFear of loss
Stories
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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-Zero
Friction
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User Experience Friction
UX
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Disabled Autofill
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“Autocomplete tags 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.
#Conversion16 @rogerdooley
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“Imaginary” Friction&
Cognitive Fluency
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Difficult = Risky
“Chunta” “Vaiveahtoishi”
Safer More Dangerous
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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.
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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.
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More “fluent” site =More revealing posts
Drunk Tank Pink, Alter#Conversion16 @rogerdooley
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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.
#Conversion16 @rogerdooley
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Important:
If it’s not motivation, it’s friction!
#Conversion16 @rogerdooley
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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/MotivationConscious
&Non-conscious
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Non-conscious motivatorsalmost always cost less!
#Conversion16 @rogerdooley
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Minimize Friction:Real & Imaginary
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Minimizing friction almost always costs less than increasing motivation!
#Conversion16 @rogerdooley
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Workshop Tomorrowhttp://emerce.nl/conversion/
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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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CommunicationHuge Change in 50 Years
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MediaHuge Change in 50 Years
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AI!Big Data!
VirtualReality!Mobile!
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Our BrainsNO Change in 50,000 Years!
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Be more persuasive by
working with your customer’s brain
and how it is wired!