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Brainfluence Conversion: Turning Browsers Into Buyers
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Brainfluence Conversion: Turning Browsers Into Buyers

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Use of brain and behavioral research to maximize sales and conversion. Emphasis on practical applications for businesses of any size, with particular focus on Web marketing. …

Use of brain and behavioral research to maximize sales and conversion. Emphasis on practical applications for businesses of any size, with particular focus on Web marketing.

Experience level: Beginner
Target audience: Affiliates/Publishers
Niche/vertical: Neuromarketing

Roger Dooley, Founder, Dooley Direct LLC (Twitter @rogerdooley)

Published in: Business, Technology
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  • Poll: Brainfluence Conversion: Turning Browser... Press F5 or use the tool bar to enter presentation mode in order to see the poll. http://www.polleverywhere.com/free_text_polls/MTQ1MjYyMzUy If you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone. In an emergency during your presentation, if the poll isn't showing, navigate to this link in your web browser:
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    • 1. BrainfluenceConversion: Turning Browsers Into BuyersAffiliate Summit Central 2012 May 15, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com RogerDooley.com rogerd@dooleydirect.com @rogerdooley
    • 2. MostMarketing Fails. @rogerdooley #ASC12 #Brainfluence
    • 3. “Half my advertising is wasted… “…if only I knew which half!” @rogerdooley #ASC12 #Brainfluence
    • 4. Wanamaker guessed TOO LOW! @rogerdooley #ASC12 #Brainfluence
    • 5. 95%of New Products @rogerdooley #ASC12 #Brainfluence
    • 6. 95%of New Products @rogerdooley #ASC12 #Brainfluence (Acupoll)
    • 7. 98% of Direct Mail @rogerdooley#ASC12 #Brainfluence
    • 8. 98% of Direct Mail @rogerdooley (DMA)#ASC12 #Brainfluence
    • 9. 98%of Emails @rogerdooley #ASC12 #Brainfluence
    • 10. 98% of Emails @rogerdooley(DMA) #ASC12 #Brainfluence
    • 11. 20% of AdCampaigns @rogerdooley #ASC12 #Brainfluence
    • 12. 20% of AdCampaigns @rogerdooley #ASC12 #Brainfluence
    • 13. 20% of AdCampaigns @rogerdooley #ASC12 #Brainfluence
    • 14. 20% of AdCampaigns @rogerdooley #ASC12 #Brainfluence
    • 15. Project Impact 2008 Research: “Stores too cluttered” @rogerdooley#ASC12 #Brainfluence
    • 16. Real Impact: -$1.85 Billion @rogerdooleySC12 #Brainfluence Source: DailyArtifacts.com, Phil Terry
    • 17. Project Impact 2010 Research: “Want more products” @rogerdooley#ASC12 #Brainfluence
    • 18. Most Marketing Fails. @rogerdooley#ASC12 #Brainfluence
    • 19. Iceberg: 88% HiddenMind: 95% Subconscious(Lakoff & Johnson) @rogerdooley #ASC12 #Brainflu
    • 20. @rogerdooley#ASC12 #Brainfluence
    • 21. Neuromarketing @rogerdooley#ASC12 #Brainfluence @rogerdooley
    • 22. Psychology & Social ScienceStimulus Response B r a in Neuroscience
    • 23. Neuroscience Behavioral •EEG Science •fMRI •Behavior Studies •MEG •Eye Tracking •Biometrics •Facial Coding •Response Timing @rogerdooley #ASC12 #Brainfluence
    • 24. Neuro-Nudges
    • 25. Your offer +neuro-nudge(s) = @rogerdooley #ASC12 #Brainfluence
    • 26. @rogerdooley#ASC12 #Brainfluence
    • 27. @rogerdooley#ASC12 #Brainfluence
    • 28. @rogerdooley#ASC12 #Brainfluence Kantar Media
    • 29. 77% Free 56% Shipping Free Returns @rogerdooley#ASC12 #Brainfluence Kantar Media
    • 30. VS. @rogerdooley#ASC12 #Brainfluence
    • 31. vs. 20¢ @rogerdooley#ASC12 #Brainfluence
    • 32. Use FREE offers instead of very cheap ones.64# @rogerdooley #ASC12 #Brainfluence
    • 33. Scarcity Photo via Doniv.org
    • 34. Vs. @rogerdooley#ASC12 #Brainfluence
    • 35. @rogerdooley#ASC12 #Brainfluence
    • 36. @rogerdooley#ASC12 #Brainfluence
    • 37. Scarcity + Social Proof! @rogerdooley#ASC12 #Brainfluence
    • 38. Creating Scarcity @rogerdooley#ASC12 #Brainfluence
    • 39. @rogerdooley#ASC12 #Brainfluence
    • 40. @rogerdooley#ASC12 #Brainfluence
    • 41. Use SCARCITY to make your offer more attractive.64# @rogerdooley #ASC12 #Brainfluence
    • 42. Scarcity on Steroids @rogerdooley#ASC12 #Brainfluence
    • 43. F TW @rogerdooley#ASC12 #Brainfluence
    • 44. Amp up SCARCITY EFFECT by showing decreasing availability. 96 # @rogerdooley #ASC12 #Brainfluence
    • 45. Anchors @rogerdooley#ASC12 #Brainfluence
    • 46. @rogerdooley#ASC12 #Brainfluence
    • 47. Irrelevant AnchorsSocial Security # Estimated Price 00-19 $16 20-39 $27 40-59 $29 60-79 $35 80-99 $56 @rogerdooley Researcher: Ariely#ASC12 #Brainfluence
    • 48. Photos via NASCAR, NFL Value? @rogerdooley #ASC12 #Brainfluence
    • 49. Even irrelevant numberscan create price anchors - avoid low values. 96 # @rogerdooley #ASC12 #Brainfluence
    • 50. Socializing? @rogerdooley#ASC12 #Brainfluence image credit: jessicaswanson.com
    • 51. TheUltimatum Game @rogerdooley #ASC12 #Brainfluence
    • 52. Ultimatum Game Results @rogerdooley#ASC12 #Brainfluence
    • 53. Effect of Social Conversation @rogerdooley#ASC12 #Brainfluence
    • 54. To increase conversion, socialize first.# 40 @rogerdooley #ASC12 #Brainfluence
    • 55. @rogerdooley#ASC12 #Brainfluence
    • 56. @rogerdooley#ASC12 #Brainfluence
    • 57. rogerdooley #ASC12 #Brainfluence Source: James Breeze
    • 58. rogerdooley #ASC12 #Brainfluence Source: James Breeze
    • 59. Use baby images to attract and focus attention. 30 # @rogerdooley #ASC12 #Brainfluence
    • 60. RudeInterruptionJustifies Bad Behavior @rogerdooley #ASC12 #Brainfluence
    • 61. What canceled rudeness effect? @rogerdooley#ASC12 #Brainfluence
    • 62. @rogerdooley#ASC12 #Brainfluence
    • 63. Apologies really DO work. Apologize! # 86 @rogerdooley #ASC12 #Brainfluence
    • 64. @rogerdooley#ASC12 #Brainfluence
    • 65. What small change did this? • Fair Price – Up 7% • Caring – Up 11% • Fair Treatment – Up 20% • Quality – Up 30% • Competency – Up 33% @rogerdooley#ASC12 #Brainfluence
    • 66. “You can trust us to do the job for you.”38# @rogerdooley #ASC12 #Brainfluence
    • 67. PersonalizatonDear Roger,I’ve got a deal…
    • 68. @rogerdooley#ASC12 #Brainfluence
    • 69. @rogerdooley#ASC12 #Brainfluence
    • 70. @rogerdooley#ASC12 #Brainfluence
    • 71. The Doppelganger Effect Brand Preference @rogerdooley #ASC12 #Brainfluence
    • 72. SocialPersonalization @rogerdooley #ASC12 #Brainfluence
    • 73. The Doppelganger Effect @rogerdooley#ASC12 #Brainfluence
    • 74. St. Bonaventure University @rogerdooley http://www.becomingextraordinary.net/ (Courtesy: Hobsons)#ASC12 #Brainfluence
    • 75. St. Bonaventure Universityhttp://www.becomingextraordinary.net/ (Courtesy: Hobsons)
    • 76. Playboy: http://youtu.be/isjPpbmnaYoAmazing use of Facebook data: http://www.takethislollipop.com/
    • 77. Untapped opportunity: Put your customer in the ad. @rogerdooley#ASC12 #Brainfluence
    • 78. Selling toGuys? @rogerdooley #ASC12 #Brainfluence
    • 79. Impatient Short Term Emphasis-Margo Wilson and Martin Daly @rogerdooley #ASC12 #Brainfluence
    • 80. Attractive Photo = -4% Interest RateMarianne Bertrand et al, 2005 @rogerdooley#ASC12 #Brainfluence
    • 81. Test Source: IonInteractive
    • 82. +95% +35% Source: IonInteractive
    • 83. @rogerdooley#ASC12 #Brainfluence
    • 84. Convert more guys with “mating triggers.”# 31 @rogerdooley #ASC12 #Brainfluence
    • 85. Decoy Marketing @rogerdooley#ASC12 #Brainfluence
    • 86. Subscription Offer A $59 – Internet Only $125 – Internet & Print From Predictably Irrational by Dan Ariely @rogerdooley#ASC12 #Brainfluence
    • 87. Subscription Offer A $59 – Internet Only (68) $125 – Internet & Print (32) Predicted Revenue – $8,012 From Predictably Irrational by Dan Ariely @rogerdooley#ASC12 #Brainfluence
    • 88. Subscription Offer B $59 – Internet Only $125 – Print Only $125 – Internet & Print From Predictably Irrational by Dan Ariely @rogerdooley#ASC12 #Brainfluence
    • 89. Subscription Offer B $59 – Internet Only (16) $125 – Print Only $125 – Internet & Print (85) Predicted Revenue – $11,444 From Predictably Irrational by Dan Ariely @rogerdooley#ASC12 #Brainfluence
    • 90. Add a less attractive offerto boost sales of a similar offer. 8 # @rogerdooley #ASC12 #Brainfluence
    • 91. More Decoy Marketing @rogerdooley#ASC12 #Brainfluence
    • 92. @rogerdooley#ASC12 #Brainfluence
    • 93. @rogerdooley @rogerdooley#ASC12 #Brainfluence
    • 94. Add a more expensiveproduct to boost sales of a lower priced one. # 9 @rogerdooley #ASC12 #Brainfluence
    • 95. Simple Fonts Convince @rogerdooley#ASC12 #Brainfluence
    • 96. Simple Fonts Convince @rogerdooley#ASC12 #Brainfluence
    • 97. Simple Fonts Convince @rogerdooley#ASC12 #Brainfluence
    • 98. Use simple fonts tominimize perceived effort. # 26 @rogerdooley #ASC12 #Brainfluence
    • 99. “ The mos t important word inthe vocabulary of advertis ing is TE S T.” -David Ogilvy @rogerdooley #ASC12 #Brainfluence
    • 100. BrainfluenceConversion: Turning Browsers Into BuyersAffiliate Summit Central 2012 May 15, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com RogerDooley.com rogerd@dooleydirect.com @rogerdooley

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