Luke Summerfield - Brain-Based Conversions! Using Psychology and Neurology to Influence Behavior

Transcript

1. @SavvyLuke
2. @SavvyLuke I HAVE A CONFESSION TO MAKE…
3. @SavvyLuke bit.ly/??????
4. @SavvyLuke WHAT IS OUR
 GOAL AS
 MARKETERS?
5. @SavvyLuke BEHAVIOR @SavvyLuke
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10. @SavvyLuke @SavvyLuke
11. @SavvyLuke WHAT TRIGGERS BEHAVIOR?
12. @SavvyLuke BRAIN BASED
 CONVERSIONS USING PSYCHOLOGY & NEUROLOGY
 TO BOOST CONVERSIONS
13. @SavvyLuke WHERE TO
 TEST WHAT TO
 TEST RUNNING THE TEST 1 2 3
14. @SavvyLuke WHERE TO
 TEST WHAT TO
 TEST RUNNING THE TEST 1 2 3
15. @SavvyLuke @SavvyLuke
16. @SavvyLuke CONSCIOUS BRAIN • Rational Thought • Planning • Language
 • Facts and Figures • Statistics Neocortex
17. @SavvyLuke • Emotions • Behaviors • Memories • Primal Urges SUBCONSCIOUS BRAIN
18. @SavvyLuke WHAT’S THE PROBLEM?
19. @SavvyLuke @SavvyLuke • User Testing • Focus Groups • Surveys • Feedback • Interviews
20. @SavvyLuke • Facts • Figures • Features • Statistics • Price
21. @SavvyLuke http://www.flickr.com/photos/kalexanderson/5421517469/sizes/l/in/photolist-9g5Gg8 @SavvyLuke
22. @SavvyLuke https://www.flickr.com/photos/re_birf/69485963/sizes/o/ @SavvyLuke
23. @SavvyLuke https://www.flickr.com/photos/arselectronica/4306147303 @SavvyLuke
24. @SavvyLuke MESSAGING BRAIN BASED
25. @SavvyLuke AUTHORITY • Testimonials / Case studies • Awards • High profile clients • Speaking / Writing • Partner with authorities @SavvyLuke
26. @SavvyLuke @SavvyLuke
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28. @SavvyLuke SOCIAL PROOF • Number of customers • Community Favorite • User Photos / Videos • Reviews / Ratings @SavvyLuke
29. @SavvyLuke
30. @SavvyLuke Social Monitor + Embedable Tweets
31. @SavvyLuke RECIPROCITY • Content Offers • Thank You Page Offers @SavvyLuke
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34. @SavvyLuke • Content offers • Use a countdown • Invite only SCARCITY @SavvyLuke
35. @SavvyLuke add example
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37. @SavvyLuke @SavvyLuke People Like Us Images / Video Testimonials
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40. @SavvyLuke DESIGN BRAIN BASED
41. @SavvyLuke @SavvyLuke
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43. @SavvyLuke 77% Use multiple devices when watching TV @SavvyLuke
44. @SavvyLuke ? ? ? RAS Attention Triggers
45. @SavvyLuke Motion ? ? RAS Attention Triggers
46. @SavvyLuke MOTION • Show, don’t tell • JS Animation / Hover • Video hero boards • Slide ups @SavvyLuke
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52. @SavvyLuke Motion ? RAS Attention Triggers Novelty
53. @SavvyLuke NOVELTY https://www.flickr.com/photos/thelotuscarroll/13957428894 • “New” • Out of the ordinary • Contrast principle
 • Time constrained • Don’t overload @SavvyLuke
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57. @SavvyLuke Motion ? RAS Attention Triggers Ambiguity
58. @SavvyLuke @SavvyLuke
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60. @SavvyLuke MIRROR NEURONS @SavvyLuke
61. @SavvyLuke @SavvyLuke Mirror Neurons • Place them in • Emotions during use • Show life after words
62. @SavvyLuke @SavvyLuke
63. @SavvyLuke @SavvyLuke
64. @SavvyLuke @SavvyLuke
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67. @SavvyLuke @SavvyLuke Attracted to People
 • Beautiful people / Babies • Individuals vs. Groups • Direction of Eyes
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72. @SavvyLuke @SavvyLuke
73. @SavvyLuke WHERE TO
 TEST WHAT TO
 TEST RUNNING THE TEST 1 2 3
74. @SavvyLuke WHERE TO
 TEST WHAT TO
 TEST RUNNING THE TEST 1 2 3
75. @SavvyLuke Only 24 hours! No Sharing Links! [scarcity] [social proof] [commitment] http://hubs.ly/y0xsSt0
76. @SavvyLuke EasyEyeTracking.com http://hubs.ly/y0xsSt0