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Neuromarketing: Wine and Web
 

Neuromarketing: Wine and Web

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Call it neuromarketing. Call it behavioral economics. Call it Jedi mind tricks. Whatever you call it: brain science and marketing go together. And anyone can learn how to do it. ...

Call it neuromarketing. Call it behavioral economics. Call it Jedi mind tricks. Whatever you call it: brain science and marketing go together. And anyone can learn how to do it.
In this presentation, wel review the research and then show how to create web marketing that works with natural, human behavioral tendencies.

- Social proof: herds, halos and credibility
- Fear, Loss and calls-to-action
- How to write for busy minds
- Context, contrast and the power of "anchors"

We'll reveal secrets of marketing masters with specific actions and outcomes based on brain science and behavioral marketing research. If there are humans in your target audience, this presentation is for you.

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  • "The vast majority of past visitors have stayed on the established paths and trails, helping to preserve the natural state of the Sequoias and vegetation in this park." "Many past visitors have gone off the established paths and trails, changing the natural state of the Sequoias and vegetation in this park." "Please stay on the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.”"Please don't go off the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.”
  • "The vast majority of past visitors have stayed on the established paths and trails, helping to preserve the natural state of the Sequoias and vegetation in this park." "Many past visitors have gone off the established paths and trails, changing the natural state of the Sequoias and vegetation in this park." "Please stay on the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.”"Please don't go off the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.”
  • Social Proof, Conformity, Herd Behavior
  • message: many/most others are doing/seeing things a certain way.
  • “Halo Effect”
  • But never make a testimonials page
  • “Halo Effect”
  • “Halo Effect”
  • Women’s Voices, during the 2004 presidential campaign, sent out 1 million postcards with this message: “Four years ago, 22 million single women did not vote.”Oops! Voter turnout for single women was especially low that year, even lower than in 2000.
  • We think in relative terms, not absolute terms…
  • When Williams Sonoma added a high-end breadmaker to their line of products, sales of their previous high-end breadmaker nearly doubled.People often go for “second best,” or the compromise choiceSimonson, I. (1993). “Get closer to your customers by understanding how they make their choices,” California Management Review, 35: 68-84.
  • When presented with fewer options, shoppers not only converted more often, but they spent more money.
  • When presented with fewer options, shoppers not only converted more often, but they spent more money.
  • what do they lose by not choosing you? be the “safe choice”
  • what do they lose by not choosing you? be the “safe choice”
  • ‘Don’t lose $100 every month on insurance. Buy xxx.’ (instead of: ‘Buy xxx and save $100 a month‘)
  • what do they lose by not choosing you? be the “safe choice”
  • Contrast: status quo vs. future, problem vs. problem removed, current is unappealing, just imaging what life would be like with the idea adoptedNancy Duarte…
  • A research study showed that neuroscientists are more credible when accompanied by fMRI brain scan photos, even though the scans were not related to the conclusion of the paper.

Neuromarketing: Wine and Web Neuromarketing: Wine and Web Presentation Transcript

  • Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research… Non-Rational, Unconscious Decision Making… Sociology… Eye-Tracking Studies… Behavioral Economics… Behavioral Science… Brain Science… Social Neuroscience… Neuromarketing…
  • Jedi Marketing Tricks “These are not the droids your looking for…” Obi-Wan Kenobi
  • Which sign will keep him on the path?
  • "The vast majority of past visitors have stayed on the established paths and trails, helping to preserve the natural state of the Sequoias and vegetation in this park." "Many past visitors have gone off the established paths and trails, changing the natural state of the Sequoias and vegetation in this park." "Please stay on the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.” "Please don't go off the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.”
  • "The vast majority of past visitors have stayed on the established paths and trails, helping to preserve the Others’ behavior, Positive natural state of the Sequoias and vegetation in this park." "Many past visitors have gone off the established paths and trails, changing the natural state of the Sequoias and Others’ behavior, Negative vegetation in this park." "Please stay on the established paths and trails, in order to protect the Sequoiasbehavior, Positive park.” Desired and natural vegetation in this "Please don't go off the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.” Desired behavior, Negative
  • Which sign worked? Source: Pat Winter, PhD,
  • SOCIAL PROOF
  • “When people are free to do as they please, they usually imitate each other.” Eric Hoffer Social Philosopher
  • Endorsement from Influencer
  • Testimonials = supportive evidence
  • Never make a testimonials page
  • Call to Action Conform
  • Everybody’s doing it!
  • As seen in…
  • Social Media Widgets
  • Social Proof Can Backfire!
  • 10 Ways to Offer Proof 1. Testimonials 2. Endorsements 3. Social Media Shares 4. Social Media Widgets 5. Certifications 6. Number of happy customers 7. “Our most popular” Best-seller 8. Studies and Statistics 9. Press Mentions 10. Reviews
  • “When you say it, it’s marketing… When they say it, it’s social proof.” Andy Crestodina Wine & Web Presenter
  • PRIMING
  • How to double sales…
  • source: Get closer to your customers by understanding how they make their choices
  • Priming & Anchoring
  • More is Less Don’t give too many options on landing pages! All varieties… Top seller only… + 233% Conversion Rate + 40% Average Order Value + 366% Average Revenue / Click source: Adlucent
  • Too Many Options source: 5 Easy Tips to Improve Every Blog Design
  • LOSS AVERSION & SCARCITY
  • pain of loss > pleasure of gain
  • Language of Scarcity and Loss Operators are standing by. Please call now. If operators are busy, please call again. Save your data Don’t Lose your data. Tickets available now. It sold out last time. Buy now and save $10. Don’t throw away $10.
  • 6 Ways to Leverage Loss/Safety 1. Rebates 2. Trial Periods 3. Free Samples 4. Early bird registration 5. Countdown Clocks 6. Limited Supply Remind readers what they’ll miss, risk or lose by not choosing you.
  • #FOMO
  • Contrast source: Ted.com “Nancy Duarte: The secret structure of great talks”
  • WRITING TIPS
  • List Order: Serial Position Effect Readers have higher attention and retention for items at the beginning and end of lists
  • Word Choice: Short, Simple Success rates after rewriting a health care site for an 8th grade level readability… source: NN Group, Lower-Literacy Users: Writing for a Broad Consumer Audience
  • Headlines: Emotions Get Shared Content that evokes specific emotions is more likely to be shared… source: What makes online content go viral?
  • Format for Readers Scanners source: 5 Easy Tips to Improve Every Blog Design
  • VISUAL TIPS
  • Use of Images Are articles by neuroscientists more credible when they include images of fMRI brain scans? What if the image is irrelevant?
  • Yes. Pictures = Persuasion Source: Neuromarketing, Brain Image Bias
  • Colors, Trucks and Hegwig Von Restorff Source: Techwys, Heatmaps for Improved Landing Page Conversion
  • Action Colors & Conversions
  • Eye Tracking Studies show…
  • …you look where they look!
  • pessimist?
  • Baskerville… “If a one kilometer asteroid had approached the Earth on a collision course at any time in human history before the early twenty-first century, it would have killed at least a substantial proportion of all humans.” Comic Sans… “If a one kilometer asteroid had approached the Earth on a collision course at any time in human history before the early twenty-first century, it would have killed at least a substantial proportion of all humans.”
  • Baskerville, the most credible font Source: New York Times, Hear, All Ye People; Hearken, O Earth.
  • More Brains… • • • • List of Cognitive Biases Web Design Tips Based on Brain Science 15 behavioral marketing posts you shouldn’t miss Stanford Web Credibility Lab Anything by… • Robert Cialdini • Gregory Ciotti • Derek Halpern
  • Wine & Web Thank you! Andy Crestodina @orbiteers #wineweb