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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.

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

Transcript

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