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Keynote at ConversionSUMMIT 2013, Frankfurt, Germany
 

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 ...

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).

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    Keynote at ConversionSUMMIT 2013, Frankfurt, Germany Keynote at ConversionSUMMIT 2013, Frankfurt, Germany Presentation Transcript

    • @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/
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC #CS13 @rogerdooley
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC 2004: NeuroscienceMarketing.com 2005: Blog: Neuromarketing
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC 2011 - 2013 Brainy Marketing
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Evolution? Enlightenment?
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Honesty & Ethics Very High/High • Nurses – 85% • Engineers – 70% • Advertising – 11% • Sales – 8%
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC CEO Trust •CFOs – 90% •CIOs – 90% •CMOs – 20%
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Why?
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Most Marketing & Sales Money Is Wasted.
    • @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
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC CEO Consumer
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Today’s Objective:
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Help you convert better & cut your marketing waste!
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Introducing: The Persuasion Slide™
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Gravity
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Nudge
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Angle
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Angle
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Friction
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC The Science of Persuasion
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Robert Cialdini: 6 Factors
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC BJ Fogg: Behavior Model
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC BJ Fogg: Behavior Grid
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Geoffrey Miller: Evolutionary Psychology
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Daniel Kahneman System 1 System 2
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Behavior Research
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC No single theory explains all behavior!
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Conversion
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Gravity • Initial Motivation • Needs • Wants • Goals
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Fighting Gravity “Buy all 10 videos!” “Complete this form”
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Work WITH Gravity “Lose weight fast!” “Increase conversion!”
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Fighting Gravity From q.equinox.com
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Work WITH Gravity From shoemoney.com “Make Money!”
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Nudge Attention!
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Nudges Any visible content Call to Action Popup Search Ad Banner Ad Email
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Bad Nudge From wayofcats.com
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Bad Nudge From pawesome.com
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC From chrisbrogan.com
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC From chrisbrogan.com
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Nudges?
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Nudge must be seen & start the process
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Angle Motivation!
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Nudge Without Motivation
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Conscious & Non-Conscious Motivators
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Conscious Motivators Benefits Gifts Discounts
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Non-conscious Motivators Emotions Psychology Brain Bugs
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Iceberg: 88% Hidden (Lakoff & Johnson) Mind: 95% Subconscious
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Include BOTH Conscious and Non-conscious motivators!
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Benefits “Typical customer saves 25%.” “Has twice the power!” “Money-back guarantee!”
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @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!”
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC No Discounts, No Motivation
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Problem: Cost to Motivate $ €
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Non-Conscious Motivators FREE! Effective!
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Dog owners? Pet parents?
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Margaritas? Sure, I’ll have one!
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Liking
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Show attributes you share with your customer to create “liking effect.”
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Don’t bury these “liking cues” deep in your site!
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Copy & Content Motivators
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC VS.
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC vs. 20¢ FRE E Shipping! FRE E Shipping!
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Use FREE offers instead of very cheap ones.
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Scarcity Photo via Doniv.org
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Vs.
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Scarcity + Social Proof!
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Creating Scarcity
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Use SCARCITY to make your offer more attractive.
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Scarcity on Steroids
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC FTW
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Amp up SCARCITY EFFECT by showing decreasing availability.
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC sex
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Friction
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Difficulty: Real and Perceived
    • @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
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC High Friction
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Low Friction
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC High Friction
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Near-Zero Friction
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Choice Architecture Eric J. Johnson and Daniel Goldstein
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Default Choice Minimum Friction
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Fluency
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Reducing Friction Easy = Good
    • @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.
    • @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.
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC More “fluent” site = More revealing posts Drunk Tank Pink, Alter
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Guarantee A/B Test
    • @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
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Shorter version +14.5% WhichTestWon.com
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Maximize conversion with simple fonts, short text, & easy-to-read design.
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Build Your Slide!
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Align with Gravity
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC First a Nudge
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Maximize Angle/Motivation Conscious & Non-conscious
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Non-conscious: usually cheaper!
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Minimize Friction
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Minimizing friction almost always costs less than increasing motivation!
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Two slides Google Search: “landing page optimization”
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Low Friction Social Proof NudgesNudges
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC FREE Benefit NudgesNudges
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Low Friction + Free Trial
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Motivation: Free Valuable Info
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC If it’s not a motivator, it’s friction!
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC If you remember just one thing from today…
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Change is constant and accelerating…
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Communication Huge Change in 50 Years
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Media Huge Change in 50 Years
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Mobile! Big Data! Social Media!
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Our Brains NO Change in 50,000 Years!
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Minimize marketing waste: work with your customer’s brain and how it is wired!
    • @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/
    • @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
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Gift Easy Social Proof
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC “FREE!” Gift Easy Social Proof
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC From socialtriggers.com
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Fighting Gravity
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC “Textural Metaphors” Having a bad day? rough
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC “bad” “rough”
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC polished bright heavy slimy fuzzy sharp smooth
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Use “sensory metaphor” words for maximum impact.
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Roadblocks
    • @rogerdooley #cs13 Copyright 2013, Dooley Direct LLC Affordability Payment Methods Geography