#NEUROWEBATTENTION@KarstenLund
Create Better Tests & Hypotheses
Using Applied Neuroscience
#NEUROWEBATTENTION@KarstenLund
2
#NEUROWEBATTENTION@KarstenLund
3
THE BRAIN
#NEUROWEBATTENTION@KarstenLund
100 BILLION NEURONS
4
#NEUROWEBATTENTION@KarstenLund
MORE POSSIBLE CONNECTIONS
THAN THERE ARE ATOMS IN THE UNIVERSE
5
#NEUROWEBATTENTION@KarstenLund
FROM EARLY INFANCY
THE BRAIN IS A BATTLEGROUND
6
#NEUROWEBATTENTION@KarstenLund
THE TEENAGE BRAIN IS VICTIM OF
SHEAR MASS MURDER
7
#NEUROWEBATTENTION@KarstenLund
WHAT YOU ARE “EXPERIENCING” NOW
IS UP TO 15 SECONDS AGO
8
#NEUROWEBATTENTION@KarstenLund
BRAIN IS A CONSTANT BATTLE OF DIFFERENT “IDEAS”
9
#NEUROWEBATTENTION@KarstenLund
10
ATTENTION:
The act or state of applying the
mind to something
#NEUROWEBATTENTION@KarstenLund
11
#NEUROWEBATTENTION@KarstenLund
12
#NEUROWEBATTENTION@KarstenLund
13
#NEUROWEBATTENTION@KarstenLund
The brain can instantly
recognize otherwise hidden patterns
14
#NEUROWEBATTENTION@KarstenLund
… recognize
faces that are not there
15
#NEUROWEBATTENTION@KarstenLund
16
And yet… y
#NEUROWEBATTENTION@KarstenLund
And yet… you most likely
missed the Giant Godzilla
17
#NEUROWEBATTENTION@KarstenLund
18
Analyze Attention using
Eyetracking
#NEUROWEBATTENTION@KarstenLund
19
19
“The Unexpected Visitor”
#NEUROWEBATTENTION@KarstenLund
20
20
… examine the painting freely
#NEUROWEBATTENTION@KarstenLund
21
21
… estimate the material circumstances
of the family
#NEUROWEBATTENTION@KarstenLund
22
22
… assess the ages of the characters
#NEUROWEBATTENTION@KarstenLund
23
23
… determine the activities of the family
prior to the visitor’s arrival
#NEUROWEBATTENTION@KarstenLund
24
24
… surmise how long the “unexpected
visitor” had been away
#NEUROWEBATTENTION@KarstenLund
25
There is not “one truth” to how
your visitors are going to look
#NEUROWEBATTENTION@KarstenLund
26
It depends on their internal
narrative and internal goal setting
#NEUROWEBATTENTION@KarstenLund
27
What controls attention?
#NEUROWEBATTENTION@KarstenLund
28
28
There is “bottom up”
#NEUROWEBATTENTION@KarstenLund
29
29
Bottom-up driven attention refers to the quasi-automatic capture of
spatial attention...
#NEUROWEBATTENTION@KarstenLund
30
30
Or.. The stuff we bump into
There is “bottom up”
#NEUROWEBATTENTION@KarstenLund
31
31
Its effortless
#NEUROWEBATTENTION@KarstenLund
32
32
Its unconscious
#NEUROWEBATTENTION@KarstenLund
33
33
Its always on…
#NEUROWEBATTENTION@KarstenLund
34
34
Top-down attention mechanisms can further be broken down into
‘spatial attention’ and...
#NEUROWEBATTENTION@KarstenLund
35
35
Or.. The stuff we look for
There is “top down”
#NEUROWEBATTENTION@KarstenLund
36
36
Its effortfull
#NEUROWEBATTENTION@KarstenLund
37
37
Its conscious
#NEUROWEBATTENTION@KarstenLund
38
38
Its not always on…
#NEUROWEBATTENTION@KarstenLund
39
39
80
20
Either / Or
#NEUROWEBATTENTION@KarstenLund
To be fair…
There is also neither
#NEUROWEBATTENTION@KarstenLund
Facial recognition, reading,
symmetry etc. considered as
neither top down nor bottom up.
#NEUROWEBATTENTION@KarstenLund
You need to know what people
are likely to pay attention to…
#NEUROWEBATTENTION@KarstenLund
NEUROVISION
#NEUROWEBATTENTION@KarstenLund
NEUROVISION
Bottom Up
#NEUROWEBATTENTION@KarstenLund
45
#NEUROWEBATTENTION@KarstenLund
46
Predicting how popular a video will be (84%)
#NEUROWEBATTENTION@KarstenLund
Example – Where is waldo…
#NEUROWEBATTENTION@KarstenLund
48
48
#NEUROWEBATTENTION@KarstenLund
49
49
#NEUROWEBATTENTION@KarstenLund
50
50
#NEUROWEBATTENTION@KarstenLund
51
51
#NEUROWEBATTENTION@KarstenLund
”The Unexpected Visitor”
#NEUROWEBATTENTION@KarstenLund
53
53
#NEUROWEBATTENTION@KarstenLund
54
54
#NEUROWEBATTENTION@KarstenLund
55
55
#NEUROWEBATTENTION@KarstenLund
56
56
#NEUROWEBATTENTION@KarstenLund
57
Time to play a bit with your mind
#NEUROWEBATTENTION@KarstenLund
58
#NEUROWEBATTENTION@KarstenLund
59
#NEUROWEBATTENTION@KarstenLund
60
Create better tests & hypotheses
#NEUROWEBATTENTION@KarstenLund
61
Apple.com
#NEUROWEBATTENTION@KarstenLund
62
Apple.com
#NEUROWEBATTENTION@KarstenLund
63
Apple.com
#NEUROWEBATTENTION@KarstenLund
64
Apple.com
#NEUROWEBATTENTION@KarstenLund
65
Zalando.co.uk
#NEUROWEBATTENTION@KarstenLund
66
Zalando.co.uk
#NEUROWEBATTENTION@KarstenLund
67
Shop.sony.com
#NEUROWEBATTENTION@KarstenLund
68
Shop.sony.com
#NEUROWEBATTENTION@KarstenLund
69
Optimizely.com
#NEUROWEBATTENTION@KarstenLund
70
Optimizely.com
#NEUROWEBATTENTION@KarstenLund
71
Optimizely.com
#NEUROWEBATTENTION@KarstenLund
72
Create better tests & hypotheses
Knowing what implications a 
(change of) design has…
#NEUROWEBATTENTION@KarstenLund
73
Ganni.com
#NEUROWEBATTENTION@KarstenLund
74
Ganni.com
#NEUROWEBATTENTION@KarstenLund
75
Ganni.com
#NEUROWEBATTENTION@KarstenLund
76
Ganni.com
#NEUROWEBATTENTION@KarstenLund
77
Ganni.com
#NEUROWEBATTENTION@KarstenLund
78
Next webinar
Emotions
#NEUROWEBATTENTION@KarstenLund
79
79
Tobii Glasses
Mounting of EEG and eye tracking equipment
Emotiv EPOC EEG
No ad 15 sec...
#NEUROWEBATTENTION@KarstenLund
80
80
CONTROL GROUP! TEST GROUP!
Tobii Glasses
Mounting of EEG and eye tracking equipment
E...
#NEUROWEBATTENTION@KarstenLund
81
81
PRODUCT FIXATION
MOTIVATION SCORE
Tobii Glasses
Mounting of EEG and eye tracking equi...
#NEUROWEBATTENTION@KarstenLund
82
Brain response predict purchase
First second brain responses to products were
highly pre...
#NEUROWEBATTENTION@KarstenLund
83
THANK YOU FOR YOUR TIME!	

@karstenlund
kl@atcore.dk
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How to Use Neuroscience to Increase Conversions

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Attention is the first and most important feature in the human brain when it comes to making decisions. We are constantly bombarded with millions of different impressions, and our brain copes with this immense pressure by being very selective of what it decides to pay attention to.

What we pay attention to, plays a very big role in the internal narrative, and in the end the perception that we ascribe to a website, landing page or situation. In this webinar you will learn what mechanisms drive attention, and how to use that knowledge to better understand the reasons your website and landing pages are not performing like they could.

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Transcript of "How to Use Neuroscience to Increase Conversions"

  1. 1. #NEUROWEBATTENTION@KarstenLund Create Better Tests & Hypotheses Using Applied Neuroscience
  2. 2. #NEUROWEBATTENTION@KarstenLund 2
  3. 3. #NEUROWEBATTENTION@KarstenLund 3 THE BRAIN
  4. 4. #NEUROWEBATTENTION@KarstenLund 100 BILLION NEURONS 4
  5. 5. #NEUROWEBATTENTION@KarstenLund MORE POSSIBLE CONNECTIONS THAN THERE ARE ATOMS IN THE UNIVERSE 5
  6. 6. #NEUROWEBATTENTION@KarstenLund FROM EARLY INFANCY THE BRAIN IS A BATTLEGROUND 6
  7. 7. #NEUROWEBATTENTION@KarstenLund THE TEENAGE BRAIN IS VICTIM OF SHEAR MASS MURDER 7
  8. 8. #NEUROWEBATTENTION@KarstenLund WHAT YOU ARE “EXPERIENCING” NOW IS UP TO 15 SECONDS AGO 8
  9. 9. #NEUROWEBATTENTION@KarstenLund BRAIN IS A CONSTANT BATTLE OF DIFFERENT “IDEAS” 9
  10. 10. #NEUROWEBATTENTION@KarstenLund 10 ATTENTION: The act or state of applying the mind to something
  11. 11. #NEUROWEBATTENTION@KarstenLund 11
  12. 12. #NEUROWEBATTENTION@KarstenLund 12
  13. 13. #NEUROWEBATTENTION@KarstenLund 13
  14. 14. #NEUROWEBATTENTION@KarstenLund The brain can instantly recognize otherwise hidden patterns 14
  15. 15. #NEUROWEBATTENTION@KarstenLund … recognize faces that are not there 15
  16. 16. #NEUROWEBATTENTION@KarstenLund 16 And yet… y
  17. 17. #NEUROWEBATTENTION@KarstenLund And yet… you most likely missed the Giant Godzilla 17
  18. 18. #NEUROWEBATTENTION@KarstenLund 18 Analyze Attention using Eyetracking
  19. 19. #NEUROWEBATTENTION@KarstenLund 19 19 “The Unexpected Visitor”
  20. 20. #NEUROWEBATTENTION@KarstenLund 20 20 … examine the painting freely
  21. 21. #NEUROWEBATTENTION@KarstenLund 21 21 … estimate the material circumstances of the family
  22. 22. #NEUROWEBATTENTION@KarstenLund 22 22 … assess the ages of the characters
  23. 23. #NEUROWEBATTENTION@KarstenLund 23 23 … determine the activities of the family prior to the visitor’s arrival
  24. 24. #NEUROWEBATTENTION@KarstenLund 24 24 … surmise how long the “unexpected visitor” had been away
  25. 25. #NEUROWEBATTENTION@KarstenLund 25 There is not “one truth” to how your visitors are going to look
  26. 26. #NEUROWEBATTENTION@KarstenLund 26 It depends on their internal narrative and internal goal setting
  27. 27. #NEUROWEBATTENTION@KarstenLund 27 What controls attention?
  28. 28. #NEUROWEBATTENTION@KarstenLund 28 28 There is “bottom up”
  29. 29. #NEUROWEBATTENTION@KarstenLund 29 29 Bottom-up driven attention refers to the quasi-automatic capture of spatial attention by physically conspicuous (salient) stimuli, such as moving stimuli, and stimuli of high local luminance contrast There is “bottom up”
  30. 30. #NEUROWEBATTENTION@KarstenLund 30 30 Or.. The stuff we bump into There is “bottom up”
  31. 31. #NEUROWEBATTENTION@KarstenLund 31 31 Its effortless
  32. 32. #NEUROWEBATTENTION@KarstenLund 32 32 Its unconscious
  33. 33. #NEUROWEBATTENTION@KarstenLund 33 33 Its always on…
  34. 34. #NEUROWEBATTENTION@KarstenLund 34 34 Top-down attention mechanisms can further be broken down into ‘spatial attention’ and ‘feature-based attention’. The former describes the ability to voluntarily focus one’s attention on a particular region in space (even without moving one’s eyes towards that location), and the latter describes the ability to focus on particular visual features of the environment, for example on a particular color or shape There is “top down”
  35. 35. #NEUROWEBATTENTION@KarstenLund 35 35 Or.. The stuff we look for There is “top down”
  36. 36. #NEUROWEBATTENTION@KarstenLund 36 36 Its effortfull
  37. 37. #NEUROWEBATTENTION@KarstenLund 37 37 Its conscious
  38. 38. #NEUROWEBATTENTION@KarstenLund 38 38 Its not always on…
  39. 39. #NEUROWEBATTENTION@KarstenLund 39 39 80 20 Either / Or
  40. 40. #NEUROWEBATTENTION@KarstenLund To be fair… There is also neither
  41. 41. #NEUROWEBATTENTION@KarstenLund Facial recognition, reading, symmetry etc. considered as neither top down nor bottom up.
  42. 42. #NEUROWEBATTENTION@KarstenLund You need to know what people are likely to pay attention to…
  43. 43. #NEUROWEBATTENTION@KarstenLund NEUROVISION
  44. 44. #NEUROWEBATTENTION@KarstenLund NEUROVISION Bottom Up
  45. 45. #NEUROWEBATTENTION@KarstenLund 45
  46. 46. #NEUROWEBATTENTION@KarstenLund 46 Predicting how popular a video will be (84%)
  47. 47. #NEUROWEBATTENTION@KarstenLund Example – Where is waldo…
  48. 48. #NEUROWEBATTENTION@KarstenLund 48 48
  49. 49. #NEUROWEBATTENTION@KarstenLund 49 49
  50. 50. #NEUROWEBATTENTION@KarstenLund 50 50
  51. 51. #NEUROWEBATTENTION@KarstenLund 51 51
  52. 52. #NEUROWEBATTENTION@KarstenLund ”The Unexpected Visitor”
  53. 53. #NEUROWEBATTENTION@KarstenLund 53 53
  54. 54. #NEUROWEBATTENTION@KarstenLund 54 54
  55. 55. #NEUROWEBATTENTION@KarstenLund 55 55
  56. 56. #NEUROWEBATTENTION@KarstenLund 56 56
  57. 57. #NEUROWEBATTENTION@KarstenLund 57 Time to play a bit with your mind
  58. 58. #NEUROWEBATTENTION@KarstenLund 58
  59. 59. #NEUROWEBATTENTION@KarstenLund 59
  60. 60. #NEUROWEBATTENTION@KarstenLund 60 Create better tests & hypotheses
  61. 61. #NEUROWEBATTENTION@KarstenLund 61 Apple.com
  62. 62. #NEUROWEBATTENTION@KarstenLund 62 Apple.com
  63. 63. #NEUROWEBATTENTION@KarstenLund 63 Apple.com
  64. 64. #NEUROWEBATTENTION@KarstenLund 64 Apple.com
  65. 65. #NEUROWEBATTENTION@KarstenLund 65 Zalando.co.uk
  66. 66. #NEUROWEBATTENTION@KarstenLund 66 Zalando.co.uk
  67. 67. #NEUROWEBATTENTION@KarstenLund 67 Shop.sony.com
  68. 68. #NEUROWEBATTENTION@KarstenLund 68 Shop.sony.com
  69. 69. #NEUROWEBATTENTION@KarstenLund 69 Optimizely.com
  70. 70. #NEUROWEBATTENTION@KarstenLund 70 Optimizely.com
  71. 71. #NEUROWEBATTENTION@KarstenLund 71 Optimizely.com
  72. 72. #NEUROWEBATTENTION@KarstenLund 72 Create better tests & hypotheses Knowing what implications a (change of) design has…
  73. 73. #NEUROWEBATTENTION@KarstenLund 73 Ganni.com
  74. 74. #NEUROWEBATTENTION@KarstenLund 74 Ganni.com
  75. 75. #NEUROWEBATTENTION@KarstenLund 75 Ganni.com
  76. 76. #NEUROWEBATTENTION@KarstenLund 76 Ganni.com
  77. 77. #NEUROWEBATTENTION@KarstenLund 77 Ganni.com
  78. 78. #NEUROWEBATTENTION@KarstenLund 78 Next webinar Emotions
  79. 79. #NEUROWEBATTENTION@KarstenLund 79 79 Tobii Glasses Mounting of EEG and eye tracking equipment Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad GROUP 1 GROUP 2 GROUP 3 In-Store Emotions & Attention test
  80. 80. #NEUROWEBATTENTION@KarstenLund 80 80 CONTROL GROUP! TEST GROUP! Tobii Glasses Mounting of EEG and eye tracking equipment Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad GROUP 1 GROUP 2 GROUP 3 In-Store Emotions & Attention test
  81. 81. #NEUROWEBATTENTION@KarstenLund 81 81 PRODUCT FIXATION MOTIVATION SCORE Tobii Glasses Mounting of EEG and eye tracking equipment Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad GROUP 1 GROUP 2 GROUP 3 In-Store Emotions & Attention test
  82. 82. #NEUROWEBATTENTION@KarstenLund 82 Brain response predict purchase First second brain responses to products were highly predictive of actual purchase
  83. 83. #NEUROWEBATTENTION@KarstenLund 83 THANK YOU FOR YOUR TIME! @karstenlund kl@atcore.dk

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