It’s Irrational:Why selling to the logical brain will not bring results           Tim Ash – CEO SiteTuners                ...
About SiteTuners                                       •     Conversion-focused website blueprints (tactical or strategic)...
Part I                                          Split Personalities                                (the tale of your three...
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2012, SiteTuners - All Rights Reserved.
http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg           Copyright © 2012, SiteTune...
http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg           Copyright © 2012, SiteTune...
http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg           Copyright © 2012, SiteTune...
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Your Brain is an Evolutionary Collage            • You actually have three “brains”            • Neo-cortex – reasons & pl...
Part II                                        Feeding The Lizard                      (understanding the reptilian brain)...
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
How the Reptilian Brain Works                                                    Is it        START                       ...
Copyright © 2012, SiteTuners - All Rights Reserved.
The Real Sales Funnel                             Brain Stem                         Limbic System                        ...
Understand How The Reptilian Brain Works            • Does things the same way and never learns            • Cares only ab...
Part III                                      Practical Strategies                (how to make money off of this stuff)Cop...
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
1 - What you need to know            • Making choices tires the brain and can make              subsequent decision making...
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
2 - What you need to know            • We anchor on the first thing we see            • Add a new high-end item (which wil...
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
3 - What you need to know            • People are tribal            • Some tribes are self-selected            • We care m...
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Most of Your Brain                             is Involved in Visual ProcessingCopyright © 2013, SiteTuners - All Rights R...
You Have Two Types Of VisionCopyright © 2013, SiteTuners - All Rights Reserved.           @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Ways To Get Insights Into Visual AttentionCopyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Eye TrackingCopyright © 2013, SiteTuners - All Rights Reserved.                  @tim_ash
Mouse TrackingCopyright © 2013, SiteTuners - All Rights Reserved.                    @tim_ash
Software AlgorithmCopyright © 2013, SiteTuners - All Rights Reserved.                        @tim_ash
4 - What you need to know            • Visual processing is very powerful & quick            • Draw attention to offers wi...
Summary            1. Create a small number of clear choices            2. Use a big anchor            3. Be in my cultura...
Part IV                                                      Full Circle                                                  ...
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.   @tim_ash
2013: San Francisco – Paris - Chicago – Boston – London - Berlin    Susan           Steve          BJ           Jared   Ro...
Landing Page Optimization Workshop        Saturday 9:00-3:00        E-commerce Brazil Lab        http://bit.ly/11TZ1oVCopy...
Contact Info                                 tim@sitetuners.com                                 (619) 990-9062 mobile     ...
Upcoming SlideShare
Loading in …5
×

Conversion Rate Optimization – É irracional! Por que vender para o cérebro lógico não vai trazer resultados - Tim Ash

471 views
395 views

Published on

Conversion Rate Optimization – É irracional! Por que vender para o cérebro lógico não vai trazer resultados (auditórios unificados – manhã)

Tim Ash, Chair da Conversion Conference e autor do bestselling “Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions”

Apresentação feita durante o Congresso E-Commerce Brasil Search & Vendas 2013. Mais informações, acesso: http://www.ecommercebrasil.com.br/eventos/congresso-e-commerce-brasil-de-search-vendas-2013/

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
471
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • If you want your website to influence visitors, you first have to earn their trust. Cialdini: People are more likely to be swayed by other people that they like.
  • Conversion Rate Optimization – É irracional! Por que vender para o cérebro lógico não vai trazer resultados - Tim Ash

    1. 1. It’s Irrational:Why selling to the logical brain will not bring results Tim Ash – CEO SiteTuners @tim_ash Copyright © 2013, SiteTuners - All Rights Reserved.
    2. 2. About SiteTuners • Conversion-focused website blueprints (tactical or strategic) • Landing page test plans & testing strategy • Internal optimization team training & mentoring • More than 1200 clients worldwide since 2002Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    3. 3. Part I Split Personalities (the tale of your three brains)Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    4. 4. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    5. 5. Copyright © 2012, SiteTuners - All Rights Reserved.
    6. 6. http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg Copyright © 2012, SiteTuners - All Rights Reserved.
    7. 7. http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg Copyright © 2012, SiteTuners - All Rights Reserved.
    8. 8. http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg Copyright © 2012, SiteTuners - All Rights Reserved.
    9. 9. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    10. 10. Your Brain is an Evolutionary Collage • You actually have three “brains” • Neo-cortex – reasons & plans • Limbic System - feels & remembers • Brain Stem – reacts & survivesCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    11. 11. Part II Feeding The Lizard (understanding the reptilian brain)Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    12. 12. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    13. 13. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    14. 14. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    15. 15. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    16. 16. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    17. 17. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    18. 18. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    19. 19. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    20. 20. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    21. 21. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    22. 22. How the Reptilian Brain Works Is it START Is it novel? Explore It dangerous? No Yes Yes No Deal with it Ignore ItCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    23. 23. Copyright © 2012, SiteTuners - All Rights Reserved.
    24. 24. The Real Sales Funnel Brain Stem Limbic System Neo-cortexCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    25. 25. Understand How The Reptilian Brain Works • Does things the same way and never learns • Cares only about basic survival • Is the gatekeeper for the other 2 brainsCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    26. 26. Part III Practical Strategies (how to make money off of this stuff)Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    27. 27. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    28. 28. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    29. 29. 1 - What you need to know • Making choices tires the brain and can make subsequent decision making difficult • Help guide customers (wizards – not filtering) • Do not overwhelm • Remove similar choicesCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    30. 30. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    31. 31. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    32. 32. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    33. 33. 2 - What you need to know • We anchor on the first thing we see • Add a new high-end item (which will not sell well) • Show in decreasing price order • Sales of reasonable compromise will increase • Irrational anchors can be put in the “lobby”Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    34. 34. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    35. 35. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    36. 36. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    37. 37. 3 - What you need to know • People are tribal • Some tribes are self-selected • We care more about people similar to us • Look the part • Communicate your values with editorial tone • Don’t worry about alienating outsidersCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    38. 38. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    39. 39. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    40. 40. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    41. 41. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    42. 42. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    43. 43. Most of Your Brain is Involved in Visual ProcessingCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    44. 44. You Have Two Types Of VisionCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    45. 45. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    46. 46. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    47. 47. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    48. 48. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    49. 49. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    50. 50. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    51. 51. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    52. 52. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    53. 53. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    54. 54. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    55. 55. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    56. 56. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    57. 57. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    58. 58. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    59. 59. Ways To Get Insights Into Visual AttentionCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    60. 60. Eye TrackingCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    61. 61. Mouse TrackingCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    62. 62. Software AlgorithmCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    63. 63. 4 - What you need to know • Visual processing is very powerful & quick • Draw attention to offers with strong visuals • Use people carefully to support calls-to-action • Don’t use unnecessary motion or animation • Test and refine how you deploy videoCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    64. 64. Summary 1. Create a small number of clear choices 2. Use a big anchor 3. Be in my cultural tribe 4. Understand the power of visualsCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    65. 65. Part IV Full Circle (back to inner space)Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    66. 66. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    67. 67. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    68. 68. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    69. 69. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    70. 70. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    71. 71. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    72. 72. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    73. 73. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    74. 74. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    75. 75. 2013: San Francisco – Paris - Chicago – Boston – London - Berlin Susan Steve BJ Jared Roger Brian Bryan Michael Tom Tim Patrick Jakob Amy Weinschenk Krug Fogg Spool Dooley Massey Eisenberg Summers Davenport Ash Bultema Nielsen AfricaCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    76. 76. Landing Page Optimization Workshop Saturday 9:00-3:00 E-commerce Brazil Lab http://bit.ly/11TZ1oVCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    77. 77. Contact Info tim@sitetuners.com (619) 990-9062 mobile (619) 223-8020 work PST twitter @tim_ash www.linkedin.com/in/timash facebook.com/tim.ash1 skype tim_ash1Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash

    ×