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 …

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.

More in: Science , Business
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  • 1. #NEUROWEBATTENTION@KarstenLund Create Better Tests & Hypotheses Using Applied Neuroscience
  • 2. #NEUROWEBATTENTION@KarstenLund 2
  • 3. #NEUROWEBATTENTION@KarstenLund 3 THE BRAIN
  • 4. #NEUROWEBATTENTION@KarstenLund 100 BILLION NEURONS 4
  • 5. #NEUROWEBATTENTION@KarstenLund MORE POSSIBLE CONNECTIONS THAN THERE ARE ATOMS IN THE UNIVERSE 5
  • 6. #NEUROWEBATTENTION@KarstenLund FROM EARLY INFANCY THE BRAIN IS A BATTLEGROUND 6
  • 7. #NEUROWEBATTENTION@KarstenLund THE TEENAGE BRAIN IS VICTIM OF SHEAR MASS MURDER 7
  • 8. #NEUROWEBATTENTION@KarstenLund WHAT YOU ARE “EXPERIENCING” NOW IS UP TO 15 SECONDS AGO 8
  • 9. #NEUROWEBATTENTION@KarstenLund BRAIN IS A CONSTANT BATTLE OF DIFFERENT “IDEAS” 9
  • 10. #NEUROWEBATTENTION@KarstenLund 10 ATTENTION: The act or state of applying the mind to something
  • 11. #NEUROWEBATTENTION@KarstenLund 11
  • 12. #NEUROWEBATTENTION@KarstenLund 12
  • 13. #NEUROWEBATTENTION@KarstenLund 13
  • 14. #NEUROWEBATTENTION@KarstenLund The brain can instantly recognize otherwise hidden patterns 14
  • 15. #NEUROWEBATTENTION@KarstenLund … recognize faces that are not there 15
  • 16. #NEUROWEBATTENTION@KarstenLund 16 And yet… y
  • 17. #NEUROWEBATTENTION@KarstenLund And yet… you most likely missed the Giant Godzilla 17
  • 18. #NEUROWEBATTENTION@KarstenLund 18 Analyze Attention using Eyetracking
  • 19. #NEUROWEBATTENTION@KarstenLund 19 19 “The Unexpected Visitor”
  • 20. #NEUROWEBATTENTION@KarstenLund 20 20 … examine the painting freely
  • 21. #NEUROWEBATTENTION@KarstenLund 21 21 … estimate the material circumstances of the family
  • 22. #NEUROWEBATTENTION@KarstenLund 22 22 … assess the ages of the characters
  • 23. #NEUROWEBATTENTION@KarstenLund 23 23 … determine the activities of the family prior to the visitor’s arrival
  • 24. #NEUROWEBATTENTION@KarstenLund 24 24 … surmise how long the “unexpected visitor” had been away
  • 25. #NEUROWEBATTENTION@KarstenLund 25 There is not “one truth” to how your visitors are going to look
  • 26. #NEUROWEBATTENTION@KarstenLund 26 It depends on their internal narrative and internal goal setting
  • 27. #NEUROWEBATTENTION@KarstenLund 27 What controls attention?
  • 28. #NEUROWEBATTENTION@KarstenLund 28 28 There is “bottom up”
  • 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. #NEUROWEBATTENTION@KarstenLund 30 30 Or.. The stuff we bump into There is “bottom up”
  • 31. #NEUROWEBATTENTION@KarstenLund 31 31 Its effortless
  • 32. #NEUROWEBATTENTION@KarstenLund 32 32 Its unconscious
  • 33. #NEUROWEBATTENTION@KarstenLund 33 33 Its always on…
  • 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. #NEUROWEBATTENTION@KarstenLund 35 35 Or.. The stuff we look for There is “top down”
  • 36. #NEUROWEBATTENTION@KarstenLund 36 36 Its effortfull
  • 37. #NEUROWEBATTENTION@KarstenLund 37 37 Its conscious
  • 38. #NEUROWEBATTENTION@KarstenLund 38 38 Its not always on…
  • 39. #NEUROWEBATTENTION@KarstenLund 39 39 80 20 Either / Or
  • 40. #NEUROWEBATTENTION@KarstenLund To be fair… There is also neither
  • 41. #NEUROWEBATTENTION@KarstenLund Facial recognition, reading, symmetry etc. considered as neither top down nor bottom up.
  • 42. #NEUROWEBATTENTION@KarstenLund You need to know what people are likely to pay attention to…
  • 43. #NEUROWEBATTENTION@KarstenLund NEUROVISION
  • 44. #NEUROWEBATTENTION@KarstenLund NEUROVISION Bottom Up
  • 45. #NEUROWEBATTENTION@KarstenLund 45
  • 46. #NEUROWEBATTENTION@KarstenLund 46 Predicting how popular a video will be (84%)
  • 47. #NEUROWEBATTENTION@KarstenLund Example – Where is waldo…
  • 48. #NEUROWEBATTENTION@KarstenLund 48 48
  • 49. #NEUROWEBATTENTION@KarstenLund 49 49
  • 50. #NEUROWEBATTENTION@KarstenLund 50 50
  • 51. #NEUROWEBATTENTION@KarstenLund 51 51
  • 52. #NEUROWEBATTENTION@KarstenLund ”The Unexpected Visitor”
  • 53. #NEUROWEBATTENTION@KarstenLund 53 53
  • 54. #NEUROWEBATTENTION@KarstenLund 54 54
  • 55. #NEUROWEBATTENTION@KarstenLund 55 55
  • 56. #NEUROWEBATTENTION@KarstenLund 56 56
  • 57. #NEUROWEBATTENTION@KarstenLund 57 Time to play a bit with your mind
  • 58. #NEUROWEBATTENTION@KarstenLund 58
  • 59. #NEUROWEBATTENTION@KarstenLund 59
  • 60. #NEUROWEBATTENTION@KarstenLund 60 Create better tests & hypotheses
  • 61. #NEUROWEBATTENTION@KarstenLund 61 Apple.com
  • 62. #NEUROWEBATTENTION@KarstenLund 62 Apple.com
  • 63. #NEUROWEBATTENTION@KarstenLund 63 Apple.com
  • 64. #NEUROWEBATTENTION@KarstenLund 64 Apple.com
  • 65. #NEUROWEBATTENTION@KarstenLund 65 Zalando.co.uk
  • 66. #NEUROWEBATTENTION@KarstenLund 66 Zalando.co.uk
  • 67. #NEUROWEBATTENTION@KarstenLund 67 Shop.sony.com
  • 68. #NEUROWEBATTENTION@KarstenLund 68 Shop.sony.com
  • 69. #NEUROWEBATTENTION@KarstenLund 69 Optimizely.com
  • 70. #NEUROWEBATTENTION@KarstenLund 70 Optimizely.com
  • 71. #NEUROWEBATTENTION@KarstenLund 71 Optimizely.com
  • 72. #NEUROWEBATTENTION@KarstenLund 72 Create better tests & hypotheses Knowing what implications a (change of) design has…
  • 73. #NEUROWEBATTENTION@KarstenLund 73 Ganni.com
  • 74. #NEUROWEBATTENTION@KarstenLund 74 Ganni.com
  • 75. #NEUROWEBATTENTION@KarstenLund 75 Ganni.com
  • 76. #NEUROWEBATTENTION@KarstenLund 76 Ganni.com
  • 77. #NEUROWEBATTENTION@KarstenLund 77 Ganni.com
  • 78. #NEUROWEBATTENTION@KarstenLund 78 Next webinar Emotions
  • 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. #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. #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. #NEUROWEBATTENTION@KarstenLund 82 Brain response predict purchase First second brain responses to products were highly predictive of actual purchase
  • 83. #NEUROWEBATTENTION@KarstenLund 83 THANK YOU FOR YOUR TIME! @karstenlund kl@atcore.dk