PeSA Annual Internet Conference Australia 2014 - Keynote

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That’s Irrational!
Why Trying To Persuade The Logical Brain Won’t Get Results

Take a wild ride through neuromarketing and find out about the evolutionary collage inside of your head. You actually have three brains, and appealing to logical one is unlikely to produce results. Learn what motivates your primitive self, and how to profit from these insights from noted conversion rate optimization expert Tim Ash!

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PeSA Annual Internet Conference Australia 2014 - Keynote

  1. 1. Copyright © 2014, SiteTuners - All Rights Reserved. That’s Irrational! Why Trying To Persuade The Logical Brain Won’t Get Results Tim Ash CEO #PESA14 @tim_ash
  2. 2. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  3. 3. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  4. 4. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  5. 5. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  6. 6. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash • Conversion-focused website blueprints (full redesigns & quick facelifts) • Landing page test plans & testing strategy • Ongoing conversion management & knowledge transfer • More than 1200 clients worldwide since 2002 About SiteTuners
  7. 7. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash Part I Split Personalities (the tale of your three brains)
  8. 8. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  9. 9. Copyright © 2012, SiteTuners - All Rights Reserved. http://images2.fanpop.com/image/photos/12000 000/Spock-mr-spock-12083341-1440-1080.jpg
  10. 10. Copyright © 2012, SiteTuners - All Rights Reserved. http://images2.fanpop.com/image/photos/12000 000/Spock-mr-spock-12083341-1440-1080.jpg
  11. 11. Copyright © 2012, SiteTuners - All Rights Reserved. http://images2.fanpop.com/image/photos/12000 000/Spock-mr-spock-12083341-1440-1080.jpg
  12. 12. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  13. 13. Copyright © 2012, SiteTuners - All Rights Reserved.
  14. 14. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash How the Reptilian Brain Works Is it dangerous? START No Is it novel? Yes Deal with it Ignore It No Yes Explore It
  15. 15. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash The Real Sales Funnel Neo-cortex Limbic System Brain Stem
  16. 16. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash Understand How The Reptilian Brain Works • Does things the same way and never learns • Cares only about basic survival • Is the gatekeeper for the other 2 brains
  17. 17. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash Part II Practical Strategies (how to make money off of this stuff)
  18. 18. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  19. 19. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  20. 20. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash 1 - What you need to know • Making choices tires the brain and can make subsequent decision making difficult • Help guide customers (wizards – not filtering) • Do not overwhelm • Remove similar choices
  21. 21. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  22. 22. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  23. 23. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  24. 24. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash 2 - What you need to know • We anchor on the first thing we see • Add a new high-end item (which will not sell well) • Show in decreasing price order • Sales of reasonable compromise will increase • Irrational anchors can be put in the “lobby”
  25. 25. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  26. 26. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  27. 27. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  28. 28. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash 3 - What you need to know • People are tribal • Some tribes are self-selected • We care more about people similar to us • Look the part • Communicate your values with editorial tone • Don’t worry about alienating outsiders
  29. 29. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  30. 30. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash Most of Your Brain is Involved in Visual Processing
  31. 31. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash You Have Two Types Of Vision
  32. 32. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  33. 33. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  34. 34. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  35. 35. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  36. 36. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  37. 37. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  38. 38. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  39. 39. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  40. 40. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash ?
  41. 41. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  42. 42. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  43. 43. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  44. 44. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  45. 45. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  46. 46. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash
  47. 47. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash Ways To Get Insights Into Visual Attention
  48. 48. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash Eye Tracking
  49. 49. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash Mouse Tracking
  50. 50. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash Software Algorithm
  51. 51. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash 4 - What you need to know • Visual processing is very powerful & quick • Draw attention to offers with strong visuals • Use people carefully to support calls-to-action • Don’t use unnecessary motion or animation • Test and refine how you deploy video
  52. 52. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash Summary 1. Create a small number of clear choices 2. Use a big anchor 3. Be in my cultural tribe 4. Understand the power of visuals
  53. 53. ALUMNI PRICING THROUGH APRIL 1! REGISTER FOR JUST $697 • increase your revenue and p • generate more leads • land more customers • boost sales and paid members • maximize your marketing R Join us in Chicago! REGISTER NOW AND SAVE! May 13-14, 2015
  54. 54. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash Express Review - Special Offer • 45 or 90-min interactive review of landing page • Video transcript recorded via GoToMeeting • Includes AttentionWizard “attention heatmap” of page http://ExpressReviewOffer.com – Starting at only $699 “PESA14” promo-code to get $100 off (order by 6/20/2014)
  55. 55. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash Free Book Raffle – Right After The Keynote
  56. 56. Copyright © 2014, SiteTuners - All Rights Reserved. #PESA14 @tim_ash Contact Info and Q&A tim@sitetuners.com (619) 990-9062 mobile (619) 223-8020 work PST twitter @tim_ash www.linkedin.com/in/timash facebook.com/tim.ash1 skype tim_ash1

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