Keynote at ConversionSUMMIT 2013, Frankfurt, Germany

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Introducing The Persuasion Slide™, a new model of the persuasive process. Delivered as keynote speech at 2013 ConversionSUMMIT, Frankfurt, Germany, by Roger Dooley. Particular focus is on conversion and conversion rate optimization (CRO).

Published in: Business

Keynote at ConversionSUMMIT 2013, Frankfurt, Germany

  1. 1. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Brainfluence: Getting InsideYour Customer’s Head Roger Dooley rogerdooley.com rogerd@dooleydirect.com Twitter: @rogerdooley linkedin.com/in/dooley/
  2. 2. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC #CS13 @rogerdooley
  3. 3. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  4. 4. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  5. 5. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  6. 6. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  7. 7. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC 2004: NeuroscienceMarketing.com 2005: Blog: Neuromarketing
  8. 8. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC 2011 - 2013 Brainy Marketing
  9. 9. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Evolution? Enlightenment?
  10. 10. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Honesty & Ethics Very High/High • Nurses – 85% • Engineers – 70% • Advertising – 11% • Sales – 8%
  11. 11. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC CEO Trust •CFOs – 90% •CIOs – 90% •CMOs – 20%
  12. 12. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Why?
  13. 13. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Most Marketing & Sales Money Is Wasted.
  14. 14. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Marketing Waste 95% - New Products 98% - Direct Mail 98% - Sales Emails 93% - Sales Calls 50% - Large Branding Campaigns
  15. 15. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC CEO Consumer
  16. 16. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Today’s Objective:
  17. 17. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Help you convert better & cut your marketing waste!
  18. 18. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  19. 19. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  20. 20. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Introducing: The Persuasion Slide™
  21. 21. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  22. 22. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  23. 23. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Gravity
  24. 24. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Nudge
  25. 25. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Angle
  26. 26. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Angle
  27. 27. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Friction
  28. 28. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  29. 29. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  30. 30. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC The Science of Persuasion
  31. 31. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Robert Cialdini: 6 Factors
  32. 32. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC BJ Fogg: Behavior Model
  33. 33. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC BJ Fogg: Behavior Grid
  34. 34. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Geoffrey Miller: Evolutionary Psychology
  35. 35. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Daniel Kahneman System 1 System 2
  36. 36. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Behavior Research
  37. 37. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  38. 38. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC No single theory explains all behavior!
  39. 39. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Conversion
  40. 40. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Gravity • Initial Motivation • Needs • Wants • Goals
  41. 41. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Fighting Gravity “Buy all 10 videos!” “Complete this form”
  42. 42. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Work WITH Gravity “Lose weight fast!” “Increase conversion!”
  43. 43. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Fighting Gravity From q.equinox.com
  44. 44. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Work WITH Gravity From shoemoney.com “Make Money!”
  45. 45. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Nudge Attention!
  46. 46. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Nudges Any visible content Call to Action Popup Search Ad Banner Ad Email
  47. 47. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Bad Nudge From wayofcats.com
  48. 48. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Bad Nudge From pawesome.com
  49. 49. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC From chrisbrogan.com
  50. 50. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC From chrisbrogan.com
  51. 51. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  52. 52. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Nudges?
  53. 53. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  54. 54. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Nudge must be seen & start the process
  55. 55. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Angle Motivation!
  56. 56. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Nudge Without Motivation
  57. 57. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Conscious & Non-Conscious Motivators
  58. 58. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Conscious Motivators Benefits Gifts Discounts
  59. 59. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Non-conscious Motivators Emotions Psychology Brain Bugs
  60. 60. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Iceberg: 88% Hidden (Lakoff & Johnson) Mind: 95% Subconscious
  61. 61. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Include BOTH Conscious and Non-conscious motivators!
  62. 62. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Benefits “Typical customer saves 25%.” “Has twice the power!” “Money-back guarantee!”
  63. 63. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  64. 64. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Gifts & Discounts “Free 50-page ebook!” “$10 Starbucks card if you complete the survey!” “20% off until midnight!”
  65. 65. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  66. 66. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  67. 67. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC No Discounts, No Motivation
  68. 68. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  69. 69. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Problem: Cost to Motivate $ €
  70. 70. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Non-Conscious Motivators FREE! Effective!
  71. 71. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Dog owners? Pet parents?
  72. 72. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  73. 73. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  74. 74. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  75. 75. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  76. 76. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Margaritas? Sure, I’ll have one!
  77. 77. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Liking
  78. 78. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Show attributes you share with your customer to create “liking effect.”
  79. 79. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  80. 80. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Don’t bury these “liking cues” deep in your site!
  81. 81. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Copy & Content Motivators
  82. 82. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  83. 83. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC VS.
  84. 84. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC vs. 20¢ FRE E Shipping! FRE E Shipping!
  85. 85. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  86. 86. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Use FREE offers instead of very cheap ones.
  87. 87. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Scarcity Photo via Doniv.org
  88. 88. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Vs.
  89. 89. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  90. 90. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  91. 91. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  92. 92. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Scarcity + Social Proof!
  93. 93. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Creating Scarcity
  94. 94. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  95. 95. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Use SCARCITY to make your offer more attractive.
  96. 96. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Scarcity on Steroids
  97. 97. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  98. 98. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC FTW
  99. 99. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Amp up SCARCITY EFFECT by showing decreasing availability.
  100. 100. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC sex
  101. 101. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Friction
  102. 102. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Difficulty: Real and Perceived
  103. 103. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Typical Friction Form Fields Steps in Checkout Process Instructions “What am I supposed to do?” ANYTHING in Conversion Sequence
  104. 104. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC High Friction
  105. 105. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Low Friction
  106. 106. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC High Friction
  107. 107. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Near-Zero Friction
  108. 108. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Choice Architecture Eric J. Johnson and Daniel Goldstein
  109. 109. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Default Choice Minimum Friction
  110. 110. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Fluency
  111. 111. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Reducing Friction Easy = Good
  112. 112. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Confession Site I 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.
  113. 113. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Confession Site I 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.
  114. 114. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC More “fluent” site = More revealing posts Drunk Tank Pink, Alter
  115. 115. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Guarantee A/B Test
  116. 116. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC “You may cancel at any time.” vs. “John, your satisfaction is fully guaranteed. If VetFriends is not what you had in mind, feel free to cancel at any time – we are here to serve you.” WhichTestWon.com
  117. 117. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Shorter version +14.5% WhichTestWon.com
  118. 118. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  119. 119. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  120. 120. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  121. 121. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Maximize conversion with simple fonts, short text, & easy-to-read design.
  122. 122. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Build Your Slide!
  123. 123. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Align with Gravity
  124. 124. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC First a Nudge
  125. 125. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Maximize Angle/Motivation Conscious & Non-conscious
  126. 126. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Non-conscious: usually cheaper!
  127. 127. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Minimize Friction
  128. 128. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Minimizing friction almost always costs less than increasing motivation!
  129. 129. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Two slides Google Search: “landing page optimization”
  130. 130. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Low Friction Social Proof NudgesNudges
  131. 131. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC FREE Benefit NudgesNudges
  132. 132. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Low Friction + Free Trial
  133. 133. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Motivation: Free Valuable Info
  134. 134. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC If it’s not a motivator, it’s friction!
  135. 135. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  136. 136. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC If you remember just one thing from today…
  137. 137. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Change is constant and accelerating…
  138. 138. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Communication Huge Change in 50 Years
  139. 139. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Media Huge Change in 50 Years
  140. 140. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Mobile! Big Data! Social Media!
  141. 141. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Our Brains NO Change in 50,000 Years!
  142. 142. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Minimize marketing waste: work with your customer’s brain and how it is wired!
  143. 143. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Brainfluence: Getting InsideYour Customer’s Head Roger Dooley rogerdooley.com rogerd@dooleydirect.com Twitter: @rogerdooley linkedin.com/in/dooley/
  144. 144. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Free Resources Neuromarketing Neurosciencemarketing.com/blog Brainy Marketing blogs.forbes.com/rogerdooley/ Inside Influence Report influenceatwork.com Dan Ariely Blog danariely.com Social Triggers Blog socialtriggers.com
  145. 145. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
  146. 146. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Gift Easy Social Proof
  147. 147. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC “FREE!” Gift Easy Social Proof
  148. 148. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC From socialtriggers.com
  149. 149. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Fighting Gravity
  150. 150. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC “Textural Metaphors” Having a bad day? rough
  151. 151. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC “bad” “rough”
  152. 152. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC polished bright heavy slimy fuzzy sharp smooth
  153. 153. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Use “sensory metaphor” words for maximum impact.
  154. 154. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Roadblocks
  155. 155. @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Affordability Payment Methods Geography
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