@SavvyPanda - @SavvyLuke
WHAT IS OUR
GOAL AS
MARKETERS?
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke
BEHAVIOR
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke@SavvyPanda - @SavvyLuke
WHAT TRIGGERS
BEHAVIOR?
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke
BRAIN
BASED
CONVERSIONS
Using Neurology & Psychology to Influence Behavior.
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke
CONSCIOUS BRAIN
• Rational Thought
• Planning
• Language
• Facts and Figures
• Statistics
Neocort...
@SavvyPanda - @SavvyLuke
UNCONSCIOUS BRAIN
• Emotions
• Behaviors
• Memories
• Primal Urges
WHAT’S THE
PROBLEM?
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke
• Focus Groups
• Surveys
• User Feedback
• Interviews
@SavvyPanda - @SavvyLuke
• Facts
• Figures
• Statistics
• Features
@SavvyPanda - @SavvyLuke http://www.flickr.com/photos/kalexanderson/5421517469/sizes/l/in/photolist-9g5Gg8
@SavvyPanda - @SavvyLuke https://www.flickr.com/photos/arselectronica/4306147303
@SavvyPanda - @SavvyLuke
TAILORING FOR CONVERSIONS
YOUR PERSONAS
BRAINS
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke
FEMALE
• Appeals to emotion / empathy
• Tones and Nonverbal
• Flip Tasks Quicker
• Oxytocin Driven
@SavvyPanda - @SavvyLuke
MALE
• Single tasks
• Beauty Skews Timing
• Simple wording
@SavvyPanda - @SavvyLuke
OLDER
• Limit distractions
• Manage emotions
• Accentuate the positive
• Keep big picture
• Broad...
@SavvyPanda - @SavvyLuke
• Individualism vs. Collectivism
• Long Term vs. Short Term
• Indulgent vs. Restrained
• Uncertai...
@SavvyPanda - @SavvyLuke
TAILORING FOR CONVERSIONS
MESSAGING
@SavvyPanda - @SavvyLuke https://www.flickr.com/photos/marsdd/2986989396/
AUTHORITY
• Testimonials / Case Studies
• Awards...
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke
SOCIAL PROOF
• Number of customers
• Community Favorite
• User Photos/Videos
• Reviews / Ratings
...
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke https://www.flickr.com/photos/kalexanderson/7188710942
Reciprocity
• Content Offers
• Sharing oth...
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke@SavvyPanda - @SavvyLuke@SavvyPanda - @SavvyLuke
• Content offers
• Use a countdown
• Invite Only
...
add example
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke
People Like Us
https://www.flickr.com/photos/luanacreativa/236039273
Images / Video on site
Testi...
@SavvyPanda - @SavvyLuke
TAILORING FOR CONVERSIONS
DESIGN
@SavvyPanda - @SavvyLuke
Reticular Activating System
@SavvyPanda - @SavvyLuke https://www.flickr.com/photos/singapore2010/4919794649
@SavvyPanda - @SavvyLuke
77% Useuse multiple devices when watching TV
@SavvyPanda - @SavvyLuke
Motion
https://www.flickr.com/photos/denniswong/3309276218
• Show, don’t tell
• JS Animation / Ho...
@SavvyPanda - @SavvyLuke
Novelty
https://www.flickr.com/photos/thelotuscarroll/13957428894
• “New”
• Use contrast
• Time c...
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke
Ambiguity
https://www.flickr.com/photos/create_joy/4291306755
• Puzzles
• Mysteries
• Interpretat...
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke
Simple
@SavvyPanda - @SavvyLuke
Simple
@SavvyPanda - @SavvyLuke
Simple
@SavvyPanda - @SavvyLuke
Videos / Photos
@SavvyPanda - @SavvyLuke
QuickTime™ and a
GIF decompressor
are needed to see this picture.
@SavvyPanda - @SavvyLuke
Mirror Neurons
http://www.flickr.com/photos/andreanna/2707237270/sizes/l/@SavvyPanda - @SavvyLuke
Place Them In
• Show consumption
• Acti...
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke
Attracted to People
https://www.flickr.com/photos/denniswong/3309276218
• Beautiful people / Babi...
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke
@SavvyPanda - @SavvyLuke
Neurology
Concepts
Feedback
Data Experiment
Iterate
https://www.flickr.com/photos/tza/3214197147@SavvyPanda - @SavvyLuke
Luke Summerfield
Luke@SavvyPanda.com
@SavvyLuke
Questions?
Brain Based Conversion - NeuroMarketing
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Brain Based Conversion - NeuroMarketing

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Learn brain based Neurology and Psychology concepts marketers can apply to their strategies and tactics to increase conversions.

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  • - Going fast = NYE Resolution
    - Interactive
  • - strip away all the tactics and strategies
    - core of why marketing exists…  
    - Think conceptually…
    … What is our goal as marketers?
    [call on people]
  • Human Behavior! Our job is to get trigger action in other people to behave a certain wayWhether that be....
  • Visiting our businesses and making purchases
  • - Visit website
    - Click CTA
    - Download content
  • - Follow on social
    - RSS Subscription
    - Newsletter sign up
  • Why do we, as humans, do the things we do?
    - Why do we choose one brand over another?
    - WHY do we buy certain products?
    ---> How can we as marketer’s influence those behaviors?
  • Well over the next 35 minutes, these, and other questions we’ll be exploring.
    So join me my friends as we talk about; “Brain Based Conversions”.
  • Biology Lesson
    ----
    ** QUIZ **
  • - sets us apart from most of the other animals.
  • NO Capacity for Language
  • Who caught the problem that
    [ask the crowd]
    - Behavior = NO Language
    - Stats = doesn’t drive behavior
  • - Collecting information / Data
    - Develop our products
    - Tailor our marketing
    - Make informed decisionsIS SKEWED!
  • - Not the root cause.
    - Simply Rationalization
    - We all have gut feelings. Facts... but doesn’t feel right.
    = Conflict
  • What are we suppose to do as marketers?
  • - More marketing related studies going on in the neuroscience and psychology fields. - Shedding a great deal of light on this topic
    - Share Concepts = work on- offline, products, in-store, etc.
  • 5 MINUTES
    ------
    Not how to build, but key considerations
  • Everyone’s brain is different = Obvious
    - Biology = gender and age change thought
    Use info = adapt marketing
  • Evolutional = raising offspring.
    ----
    - Emotional & Empathy = Mirror Neurons = Not sparked by rational
    - More accute to tone and nonverbals than men
    - Flip Tasks & use both left and right
    - Oxytocin = Socially Driven = Community acts
  • Evolution = quickly learn, invent and create hunting tools.
    -----
    - Studies show beautiful women cause men to skew shorter timing and become impulsive.
    - Studies show bottleneck in language processing = keep wording simple
  • - NOT bad Memory - Distractions overwhelm
    - Less negative, and bounce back from negative quicker.
    - [amygdala = fear, happiness, anger] better to positive statements, not neg.
    - They don’t sweat about the small stuff
    - They don’t like quick snippets or quick facts. Spend the time educating.
  • Not directly tied with brain’s
    Dutch - 1991 - Hofstede
  • VERY IMPORTANT and can be applied to:
    - Copywriting / Images / Video
    - Marketing strategy
    - Branding
    ---------
    11 Minutes
    ---------
  • Testimonials
    Case Studies
    Awards
    High profile clients
    Speaking / Writing
    Partner with Authorities
  • Study done - 2 restaurants - long line / no line - social proof
    ----
    Number of customers
    Community Favorite
    User Photos/Videos
    Reviews / Ratings
    Social Media Community
  • Who’s ever had this happen- Friend’s birthday and no gift. Your birthday = gift. And you feed bad?
    ----
    Content Offers
    Sharing other’s content
    Random acts of kindness
  • Content offers
    Use a countdown
    Invite Only Groups
  • guilt.com
  • Traveling... hear american accent
    Trust, core values and are influenced
    - Images / Video on site
    - Testimonials
    - Team members
  • Reticular Activation System or RAS
    -------
    - 2 Billion bits = 1 second.
    - Sanity = RAS = Decides what data to pass through to your brain.
    ----
    2 Take aways....
  • The First principle = Fight ....
    ------
    Ask audience
    ------
    ** ATTENTION! *** Wasn’t hard enough -> how many use phone while TV?
  • 77% use multiple de
    Reticular Activation System pulls in our attention based on 4 main categories.
  • Sub-Saharan Desert = Predator
    ----------------
    Show, don’t tell = Video important info
    JS Animation / Hover
    Slide ups
    Lightly Animated CTA [not 1990’s]
  • Evolved looking for ways to improve our survival.
    --------------
    - The word “NEW” pulls our attention. Find ways to develop this into your marketing [auto industry]
    - Contrast = colors, sizes, sounds, etc. Boost novelty
    - Novelty has an expiration date... after time we become bored with it. Must continue to reinvent. [idea behind new car models]
    - Don’t overload - users can become fatigued and discard them all.
  • - styles tab = edit form styling = no designers
  • How to crack a coconut
    -------
    Puzzles
    Mysteries
    Interpretation
    Not too hard
  • Reticular Activation System or RAS
    --- Second principle = Don’t distract / Overwhelm
    - Simple: colors, text, images
    - Make your website a place for brains to focus in a chaotic world
    - Clear of Clutter and lots of text.
    - Important for older brains
    ...... many of the modern design standards represent this.
  • Simple call to actions
  • Simple Landing Pages - Free from distractions
    - Removed menu,
  • NeuroMarketing tactics to consider when selecting your creative. Your Videos and photos
    HUGE! Speaks directly to the subconcious [because doesn’t like words/language]
  • Video = Focus on Reaction
    -----
    -- Why? You didn’t fall. Sitting here = Pain
    -- Where did you feel this?
  • 1991 - Mirror Neurons.
    -- Same parts of your brain fire
    -- Have b/c learn faster [building fire, etc]
    Why Fake laughing.
  • - Show Consumption
    - Text activate = Use [verbs & action]
    - Life after use - let them see how great life is after use
  • [car dealer video: 87 sec - 143 sec]
  • FACES
    -----
    TEST - What do you look at first
  • - Use on website
    - Call to actions
    - Landing Pages
  • You can even use others to direct our attention.
  • - 50-60% of communication is nonverbal. We pick up these ques!
    -
  • what principles do you see KissMetrics implementing?
    - Simple
    - 1-1 Conversion ratio
    - Faces
  • - We’re not neuroscientists
    - We don’t have equipment
    --------
    - How do we do this in our process?
    --------
    ** HORRIBLE STOCK ART ***
  • - Brain = complex
    - Still learning
    - Scientifically Proven concepts
    - Tailoring to the brain may take creativity
    - BIG impact & drive behavior
  • Brain Based Conversion - NeuroMarketing

    1. 1. @SavvyPanda - @SavvyLuke
    2. 2. WHAT IS OUR GOAL AS MARKETERS? @SavvyPanda - @SavvyLuke
    3. 3. @SavvyPanda - @SavvyLuke BEHAVIOR
    4. 4. @SavvyPanda - @SavvyLuke
    5. 5. @SavvyPanda - @SavvyLuke
    6. 6. @SavvyPanda - @SavvyLuke@SavvyPanda - @SavvyLuke
    7. 7. WHAT TRIGGERS BEHAVIOR? @SavvyPanda - @SavvyLuke
    8. 8. @SavvyPanda - @SavvyLuke BRAIN BASED CONVERSIONS Using Neurology & Psychology to Influence Behavior.
    9. 9. @SavvyPanda - @SavvyLuke
    10. 10. @SavvyPanda - @SavvyLuke CONSCIOUS BRAIN • Rational Thought • Planning • Language • Facts and Figures • Statistics Neocortex
    11. 11. @SavvyPanda - @SavvyLuke UNCONSCIOUS BRAIN • Emotions • Behaviors • Memories • Primal Urges
    12. 12. WHAT’S THE PROBLEM? @SavvyPanda - @SavvyLuke
    13. 13. @SavvyPanda - @SavvyLuke • Focus Groups • Surveys • User Feedback • Interviews
    14. 14. @SavvyPanda - @SavvyLuke • Facts • Figures • Statistics • Features
    15. 15. @SavvyPanda - @SavvyLuke http://www.flickr.com/photos/kalexanderson/5421517469/sizes/l/in/photolist-9g5Gg8
    16. 16. @SavvyPanda - @SavvyLuke https://www.flickr.com/photos/arselectronica/4306147303
    17. 17. @SavvyPanda - @SavvyLuke TAILORING FOR CONVERSIONS YOUR PERSONAS BRAINS
    18. 18. @SavvyPanda - @SavvyLuke
    19. 19. @SavvyPanda - @SavvyLuke FEMALE • Appeals to emotion / empathy • Tones and Nonverbal • Flip Tasks Quicker • Oxytocin Driven
    20. 20. @SavvyPanda - @SavvyLuke MALE • Single tasks • Beauty Skews Timing • Simple wording
    21. 21. @SavvyPanda - @SavvyLuke OLDER • Limit distractions • Manage emotions • Accentuate the positive • Keep big picture • Broader attention spans https://www.flickr.com/photos/doug88888/3173589014
    22. 22. @SavvyPanda - @SavvyLuke • Individualism vs. Collectivism • Long Term vs. Short Term • Indulgent vs. Restrained • Uncertainty Accept vs. Avoid • Masculine vs Feminine traits CULTURE Organization & Culture: Software of the Mind Professor Hofstede
    23. 23. @SavvyPanda - @SavvyLuke TAILORING FOR CONVERSIONS MESSAGING
    24. 24. @SavvyPanda - @SavvyLuke https://www.flickr.com/photos/marsdd/2986989396/ AUTHORITY • Testimonials / Case Studies • Awards • High profile clients • Speaking / Writing • Partner with Authorities
    25. 25. @SavvyPanda - @SavvyLuke
    26. 26. @SavvyPanda - @SavvyLuke SOCIAL PROOF • Number of customers • Community Favorite • User Photos/Videos • Reviews / Ratings • Number of Followers
    27. 27. @SavvyPanda - @SavvyLuke
    28. 28. @SavvyPanda - @SavvyLuke https://www.flickr.com/photos/kalexanderson/7188710942 Reciprocity • Content Offers • Sharing other’s content • Random acts of kindness
    29. 29. @SavvyPanda - @SavvyLuke
    30. 30. @SavvyPanda - @SavvyLuke@SavvyPanda - @SavvyLuke@SavvyPanda - @SavvyLuke • Content offers • Use a countdown • Invite Only SCARCITY
    31. 31. add example @SavvyPanda - @SavvyLuke
    32. 32. @SavvyPanda - @SavvyLuke People Like Us https://www.flickr.com/photos/luanacreativa/236039273 Images / Video on site Testimonials Team members
    33. 33. @SavvyPanda - @SavvyLuke TAILORING FOR CONVERSIONS DESIGN
    34. 34. @SavvyPanda - @SavvyLuke Reticular Activating System
    35. 35. @SavvyPanda - @SavvyLuke https://www.flickr.com/photos/singapore2010/4919794649
    36. 36. @SavvyPanda - @SavvyLuke 77% Useuse multiple devices when watching TV
    37. 37. @SavvyPanda - @SavvyLuke Motion https://www.flickr.com/photos/denniswong/3309276218 • Show, don’t tell • JS Animation / Hover • Slide ups • Lightly Animated CTA
    38. 38. @SavvyPanda - @SavvyLuke Novelty https://www.flickr.com/photos/thelotuscarroll/13957428894 • “New” • Use contrast • Time constrained • Don’t overload
    39. 39. @SavvyPanda - @SavvyLuke
    40. 40. @SavvyPanda - @SavvyLuke Ambiguity https://www.flickr.com/photos/create_joy/4291306755 • Puzzles • Mysteries • Interpretation • Not too hard
    41. 41. @SavvyPanda - @SavvyLuke
    42. 42. @SavvyPanda - @SavvyLuke Simple
    43. 43. @SavvyPanda - @SavvyLuke Simple
    44. 44. @SavvyPanda - @SavvyLuke Simple
    45. 45. @SavvyPanda - @SavvyLuke Videos / Photos
    46. 46. @SavvyPanda - @SavvyLuke QuickTime™ and a GIF decompressor are needed to see this picture.
    47. 47. @SavvyPanda - @SavvyLuke Mirror Neurons
    48. 48. http://www.flickr.com/photos/andreanna/2707237270/sizes/l/@SavvyPanda - @SavvyLuke Place Them In • Show consumption • Actionable Text • Life after use
    49. 49. @SavvyPanda - @SavvyLuke
    50. 50. @SavvyPanda - @SavvyLuke
    51. 51. @SavvyPanda - @SavvyLuke
    52. 52. @SavvyPanda - @SavvyLuke Attracted to People https://www.flickr.com/photos/denniswong/3309276218 • Beautiful people / Babies • Individuals vs. Groups • Eyes specifically • Use emotion
    53. 53. @SavvyPanda - @SavvyLuke
    54. 54. @SavvyPanda - @SavvyLuke
    55. 55. @SavvyPanda - @SavvyLuke
    56. 56. @SavvyPanda - @SavvyLuke
    57. 57. @SavvyPanda - @SavvyLuke Neurology Concepts Feedback Data Experiment Iterate
    58. 58. https://www.flickr.com/photos/tza/3214197147@SavvyPanda - @SavvyLuke
    59. 59. Luke Summerfield Luke@SavvyPanda.com @SavvyLuke Questions?

    ×