Today’s Presenters                     #LPOwebinar                            @tim_ash Tim Ash                     @dsirok...
About SiteTuners•   Best-practices website blueprints (tactical or strategic)•   Landing page test plans & testing strateg...
Part IThe Tale of the Three Brains   (and which one really matters)            Copyright © 2012, SiteTuners - All Rights R...
Copyright © 2012, SiteTuners - All Rights Reserved.
Meet Your BrainsNeo-cortex          Limbic System                                    Brain StemReasons                    ...
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
How the Reptilian Brain Handles Change           Is itSTART                                                 Is it novel?  ...
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Takeaway #1Understand that the reptilian brain is in charge:• Does things the same way and never learns• Cares only about ...
Part IIThe “Eyes” Have It    Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
You Have Two Types Of Vision         Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Visual Attention Prediction Approaches             Copyright © 2012, SiteTuners - All Rights Reserved.
Eye Tracking – Record eye movement            Copyright © 2012, SiteTuners - All Rights Reserved.
Mouse Tracking – record mouse movement              Copyright © 2012, SiteTuners - All Rights Reserved.
Software Algorithm – predict eye movement               Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Takeaway #2Be very careful with visuals and don’t use them todecorate:• Motion will automatically trigger attention• Make ...
Part IIITrust & Social Monkey      Domination      Copyright © 2012, SiteTuners - All Rights Reserved.
We Are Social Creatures      Copyright © 2012, SiteTuners - All Rights Reserved.
Are There Limits to Our “Socialness”?             Copyright © 2012, SiteTuners - All Rights Reserved.
Rule of 150 – Close relationships are limited  With a group of 150 or so, formalities are not necessary. Behavior  can be ...
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Takeaway #3Understand our social natures how to use them toinfluence behavior:• All people crave social connections• We ev...
Express Review - Special Offer•   45 or 90-min interactive review of landing page•   Video transcript recorded via GoToMee...
2013: San Francisco – Chicago – Boston – London - Germany  Susan      Steve    BJ       Jared   Roger       Brian         ...
Contact Infotim@sitetuners.com(619) 990-9062 mobile(619) 223-8020 work PSTtwitter @tim_ashwww.linkedin.com/in/timashfacebo...
Online Persuasion: Examples                 From A/B Testing                               Dan Siroker                    ...
A/B Testing Helps You            Understand the Three BrainsWednesday, November 7, 12
Wednesday, November 7, 12
Lesson #1:                      Feeding the Lizard BrainWednesday, November 7, 12
vs.Wednesday, November 7, 12
vs.                                  +600%                                  engagementWednesday, November 7, 12
vs.Wednesday, November 7, 12
vs.                                  +198.6% clicks on                                  “Basic” sign-upWednesday, November...
vs.Wednesday, November 7, 12
vs.                 +8.4%                 signupsWednesday, November 7, 12
vs.Wednesday, November 7, 12
vs.                                  +16.8%                                  $ per visitorWednesday, November 7, 12
vs.Wednesday, November 7, 12
vs.                                  +14.6%                                  clicksWednesday, November 7, 12
Lesson #2:                      The Eyes Have ItWednesday, November 7, 12
Media                            ButtonWednesday, November 7, 12
Splash page experiment        Variations:                      Button:            Media:                        1. Sign Up...
Button: “Sign Up”Wednesday, November 7, 12
Button: “Learn More”Wednesday, November 7, 12
Button: “Join Us Now”Wednesday, November 7, 12
Button: “Sign Up Now”Wednesday, November 7, 12
Splash page experiment        Variations:                      Button:            Media:                        1. Sign Up...
Media: “Get Involved”Wednesday, November 7, 12
Media: “Change”Wednesday, November 7, 12
Media: “Barack’s Video”Wednesday, November 7, 12
Media: “Springfield Video”Wednesday, November 7, 12
Media: “Sam’s Video”Wednesday, November 7, 12
Splash page experiment        Variations:                      Button:            Media:                        1. Sign Up...
Splash page experiment        Variations:                      Button:            Media:                        1. Sign Up...
Splash page experiment        Variations:                      Button:            Media:                        1. Sign Up...
Splash page experimentWednesday, November 7, 12
Splash page experimentWednesday, November 7, 12
Splash page experimentWednesday, November 7, 12
Splash page experiment                               Email                                          Volunteers Amount Rais...
Splash page experiment                               Email                     Amount                                     ...
Splash page experiment                               Email                     Amount                                     ...
Lesson #3:               Making the Emotional ConnectionWednesday, November 7, 12
Power, leadership                                   vs.   Family, loveWednesday, November 7, 12
Power, leadership                                   vs.   Family, loveWednesday, November 7, 12
Donation button experiment          VariationsWednesday, November 7, 12
Donation button experiment                                        Signed Up,                              Never           ...
vs.Wednesday, November 7, 12
vs.                                  +15.75%                                  $ per visitorWednesday, November 7, 12
vs.Wednesday, November 7, 12
+12%                                  clicks to                                  broadcast                                ...
Video                                    vs.   ImageWednesday, November 7, 12
Video                                    vs.   ImageWednesday, November 7, 12
Lesson #4:               Start todayWednesday, November 7, 12
Everybody’s doing it.Wednesday, November 7, 12
Wednesday, November 7, 12
Wednesday, November 7, 12
Lessons Learned          1. Feeding the Lizard Brain          2. The Eyes Have It          3. Making the Emotional Connect...
Webinar Online Persuasion: Insights from Neuroscience + Evidence from A/B Testing
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Webinar Online Persuasion: Insights from Neuroscience + Evidence from A/B Testing

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To convince your visitors to take action, you first have to know which secret buttons on their brains to push.

By understanding how your customers' minds treat incoming information, you will be better equipped to create landing pages and marketing messages that influence website visitors to complete your conversion action.

In this webinar, author and conversion rate expert Tim Ash will give you a framework for persuading online visitors based on how the human brain functions, perceives the world and makes decisions. Afterwards, Optimizely CEO and co-founder Dan Siroker will show how these principles can be translated into ideas for testing highly persuasive offers that capture your visitors' attention and make them want to engage.

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Webinar Online Persuasion: Insights from Neuroscience + Evidence from A/B Testing

  1. 1. Online Persuasion:Insights from Neuroscience & Evidence from A/B Testing Tim Ash – CEO SiteTuners Dan Siroker – CEO Optimizely Copyright © 2012, SiteTuners - All Rights Reserved.
  2. 2. Today’s Presenters #LPOwebinar @tim_ash Tim Ash @dsiroker Dan SirokerCEO – SiteTuners CEO – Optimizely Copyright © 2012, SiteTuners - All Rights Reserved.
  3. 3. About SiteTuners• Best-practices website blueprints (tactical or strategic)• Landing page test plans & testing strategy• Internal optimization team training & mentoring• More than 1000 clients worldwide since 2002 Copyright © 2012, SiteTuners - All Rights Reserved.
  4. 4. Part IThe Tale of the Three Brains (and which one really matters) Copyright © 2012, SiteTuners - All Rights Reserved.
  5. 5. Copyright © 2012, SiteTuners - All Rights Reserved.
  6. 6. Meet Your BrainsNeo-cortex Limbic System Brain StemReasons Feels Reacts Copyright © 2012, SiteTuners - All Rights Reserved.
  7. 7. Copyright © 2012, SiteTuners - All Rights Reserved.
  8. 8. Copyright © 2012, SiteTuners - All Rights Reserved.
  9. 9. How the Reptilian Brain Handles Change Is itSTART Is it novel? Explore it dangerous? No Yes Yes No Deal with it Ignore it Copyright © 2012, SiteTuners - All Rights Reserved.
  10. 10. Copyright © 2012, SiteTuners - All Rights Reserved.
  11. 11. Copyright © 2012, SiteTuners - All Rights Reserved.
  12. 12. Copyright © 2012, SiteTuners - All Rights Reserved.
  13. 13. Copyright © 2012, SiteTuners - All Rights Reserved.
  14. 14. Copyright © 2012, SiteTuners - All Rights Reserved.
  15. 15. Takeaway #1Understand that the reptilian brain is in charge:• Does things the same way and never learns• Cares only about basic survival• Is the gatekeeper for the other 2 brains Copyright © 2012, SiteTuners - All Rights Reserved.
  16. 16. Part IIThe “Eyes” Have It Copyright © 2012, SiteTuners - All Rights Reserved.
  17. 17. Copyright © 2012, SiteTuners - All Rights Reserved.
  18. 18. You Have Two Types Of Vision Copyright © 2012, SiteTuners - All Rights Reserved.
  19. 19. Copyright © 2012, SiteTuners - All Rights Reserved.
  20. 20. Copyright © 2012, SiteTuners - All Rights Reserved.
  21. 21. Copyright © 2012, SiteTuners - All Rights Reserved.
  22. 22. Visual Attention Prediction Approaches Copyright © 2012, SiteTuners - All Rights Reserved.
  23. 23. Eye Tracking – Record eye movement Copyright © 2012, SiteTuners - All Rights Reserved.
  24. 24. Mouse Tracking – record mouse movement Copyright © 2012, SiteTuners - All Rights Reserved.
  25. 25. Software Algorithm – predict eye movement Copyright © 2012, SiteTuners - All Rights Reserved.
  26. 26. Copyright © 2012, SiteTuners - All Rights Reserved.
  27. 27. Copyright © 2012, SiteTuners - All Rights Reserved.
  28. 28. Copyright © 2012, SiteTuners - All Rights Reserved.
  29. 29. Takeaway #2Be very careful with visuals and don’t use them todecorate:• Motion will automatically trigger attention• Make page bland so call-to-action is clear• Test videos to make sure they actually help Copyright © 2012, SiteTuners - All Rights Reserved.
  30. 30. Part IIITrust & Social Monkey Domination Copyright © 2012, SiteTuners - All Rights Reserved.
  31. 31. We Are Social Creatures Copyright © 2012, SiteTuners - All Rights Reserved.
  32. 32. Are There Limits to Our “Socialness”? Copyright © 2012, SiteTuners - All Rights Reserved.
  33. 33. Rule of 150 – Close relationships are limited With a group of 150 or so, formalities are not necessary. Behavior can be controlled on the basis of personal loyalties and direct contacts. With larger groups, this seems impossible. – Robin Dunbar Copyright © 2012, SiteTuners - All Rights Reserved.
  34. 34. Copyright © 2012, SiteTuners - All Rights Reserved.
  35. 35. Copyright © 2012, SiteTuners - All Rights Reserved.
  36. 36. Copyright © 2012, SiteTuners - All Rights Reserved.
  37. 37. Copyright © 2012, SiteTuners - All Rights Reserved.
  38. 38. Copyright © 2012, SiteTuners - All Rights Reserved.
  39. 39. Copyright © 2012, SiteTuners - All Rights Reserved.
  40. 40. Takeaway #3Understand our social natures how to use them toinfluence behavior:• All people crave social connections• We evolved in relatively small tribes• We can be influenced by large mobs Copyright © 2012, SiteTuners - All Rights Reserved.
  41. 41. Express Review - Special Offer• 45 or 90-min interactive review of landing page• Video transcript recorded via GoToMeeting• Includes AttentionWizard “attention heatmap” of your pagehttp://Express-Review.com – Starting at only $699First 3 reviews will be personally conducted by Tim Ash(mention “Optimizely” after ordering – must order by 11/16/2012) Copyright © 2012, SiteTuners - All Rights Reserved.
  42. 42. 2013: San Francisco – Chicago – Boston – London - Germany Susan Steve BJ Jared Roger Brian Bryan Michael Tom Tim Patrick Jakob AmyWeinschenk Krug Fogg Spool Dooley Massey Eisenberg Summers Davenport Ash Bultema Nielsen Africa Copyright © 2012, SiteTuners - All Rights Reserved.
  43. 43. Contact Infotim@sitetuners.com(619) 990-9062 mobile(619) 223-8020 work PSTtwitter @tim_ashwww.linkedin.com/in/timashfacebook.com/tim.ash1skype tim_ash1 Copyright © 2012, SiteTuners - All Rights Reserved.
  44. 44. Online Persuasion: Examples From A/B Testing Dan Siroker Co-Founder & CEOWednesday, November 7, 12
  45. 45. A/B Testing Helps You Understand the Three BrainsWednesday, November 7, 12
  46. 46. Wednesday, November 7, 12
  47. 47. Lesson #1: Feeding the Lizard BrainWednesday, November 7, 12
  48. 48. vs.Wednesday, November 7, 12
  49. 49. vs. +600% engagementWednesday, November 7, 12
  50. 50. vs.Wednesday, November 7, 12
  51. 51. vs. +198.6% clicks on “Basic” sign-upWednesday, November 7, 12
  52. 52. vs.Wednesday, November 7, 12
  53. 53. vs. +8.4% signupsWednesday, November 7, 12
  54. 54. vs.Wednesday, November 7, 12
  55. 55. vs. +16.8% $ per visitorWednesday, November 7, 12
  56. 56. vs.Wednesday, November 7, 12
  57. 57. vs. +14.6% clicksWednesday, November 7, 12
  58. 58. Lesson #2: The Eyes Have ItWednesday, November 7, 12
  59. 59. Media ButtonWednesday, November 7, 12
  60. 60. Splash page experiment Variations: Button: Media: 1. Sign Up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springfield Video 6. Sam’s VideoWednesday, November 7, 12
  61. 61. Button: “Sign Up”Wednesday, November 7, 12
  62. 62. Button: “Learn More”Wednesday, November 7, 12
  63. 63. Button: “Join Us Now”Wednesday, November 7, 12
  64. 64. Button: “Sign Up Now”Wednesday, November 7, 12
  65. 65. Splash page experiment Variations: Button: Media: 1. Sign Up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springfield Video 6. Sam’s VideoWednesday, November 7, 12
  66. 66. Media: “Get Involved”Wednesday, November 7, 12
  67. 67. Media: “Change”Wednesday, November 7, 12
  68. 68. Media: “Barack’s Video”Wednesday, November 7, 12
  69. 69. Media: “Springfield Video”Wednesday, November 7, 12
  70. 70. Media: “Sam’s Video”Wednesday, November 7, 12
  71. 71. Splash page experiment Variations: Button: Media: 1. Sign Up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springfield Video 6. Sam’s VideoWednesday, November 7, 12
  72. 72. Splash page experiment Variations: Button: Media: 1. Sign Up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springfield Video 6. Sam’s VideoWednesday, November 7, 12
  73. 73. Splash page experiment Variations: Button: Media: 1. Sign Up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springfield Video 6. Sam’s VideoWednesday, November 7, 12
  74. 74. Splash page experimentWednesday, November 7, 12
  75. 75. Splash page experimentWednesday, November 7, 12
  76. 76. Splash page experimentWednesday, November 7, 12
  77. 77. Splash page experiment Email Volunteers Amount Raised Subscriptions Original: 7,120,000 712,000 $143,000,000 +40.6% +2,880,000 +288,000 +$57,000,000 New: 10,000,000 1,000,000 $200,000,000Wednesday, November 7, 12
  78. 78. Splash page experiment Email Amount Volunteers Subscriptions Raised Original: 7,120,000 712,000 $143,000,000 +40.6% +2,880,000 +288,000 +$57,000,000 New: 10,000,000 1,000,000 $200,000,000Wednesday, November 7, 12
  79. 79. Splash page experiment Email Amount Volunteers Subscriptions Raised Original: 7,120,000 712,000 $143,000,000 +40.6% +2,880,000 +288,000 +$57,000,000 New: 10,000,000 1,000,000 $200,000,000Wednesday, November 7, 12
  80. 80. Lesson #3: Making the Emotional ConnectionWednesday, November 7, 12
  81. 81. Power, leadership vs. Family, loveWednesday, November 7, 12
  82. 82. Power, leadership vs. Family, loveWednesday, November 7, 12
  83. 83. Donation button experiment VariationsWednesday, November 7, 12
  84. 84. Donation button experiment Signed Up, Never Previously Variations Never Signed Up Donated Donated 0.0% 0.0% 0.0% +2.3% +27.8% +16.3% -27.8% N/A N/A +15.2% -24.6% +11.9% +8.5% +2.9% +18.4%Wednesday, November 7, 12
  85. 85. vs.Wednesday, November 7, 12
  86. 86. vs. +15.75% $ per visitorWednesday, November 7, 12
  87. 87. vs.Wednesday, November 7, 12
  88. 88. +12% clicks to broadcast button vs.Wednesday, November 7, 12
  89. 89. Video vs. ImageWednesday, November 7, 12
  90. 90. Video vs. ImageWednesday, November 7, 12
  91. 91. Lesson #4: Start todayWednesday, November 7, 12
  92. 92. Everybody’s doing it.Wednesday, November 7, 12
  93. 93. Wednesday, November 7, 12
  94. 94. Wednesday, November 7, 12
  95. 95. Lessons Learned 1. Feeding the Lizard Brain 2. The Eyes Have It 3. Making the Emotional Connection 4. Start todayWednesday, November 7, 12

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