Pay Attention:Understanding the Brain’s Need for      Novelty and Shortcuts             Tim Ash – CEO                     ...
About SiteTuners• Best-practices website blueprints (tactical & strategic)• Landing page test plans & strategy• Internal o...
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Meet Your Three BrainsNeo-cortex             Limbic System                                    Brain Stem                  ...
http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg           Copyright © 2013, SiteTune...
http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg           Copyright © 2013, SiteTune...
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
1 - What you need to know• Making choices tires the brain and can make  subsequent decision making difficult• Help guide c...
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
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 i...
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
3 - What you need to know• People are tribal• Some tribes are self-selected• We care more about people similar to us• Look...
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Visual Attention Prediction Approaches             Copyright © 2013, SiteTuners - All Rights Reserved.
Eye TrackingCopyright © 2013, SiteTuners - All Rights Reserved.
Mouse Tracking  Copyright © 2013, SiteTuners - All Rights Reserved.
Software Algorithm   Copyright © 2013, SiteTuners - All Rights Reserved.
4 - What you need to know• Visual processing is very powerful & quick• Draw attention to offers with strong visuals• Use p...
Summary1. Create a small number of clear choices2. Use a big anchor3. Be in my cultural tribe4. Understand the power of vi...
Express Review - Special Offer•   45 or 90-min interactive review of landing page•   Video transcript recorded via GoToMee...
2013 - San Francisco – Chicago - Boston – London - Berlin       Susan           Steve                BJ                   ...
Q&A and Contact Infotim@sitetuners.com(619) 990-9062 mobile(619) 223-8020 work PSTtwitter @tim_ashwww.linkedin.com/in/tima...
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[Convert.com Webinar] Pay Attention: Understanding the Brain’s Need for Novely & Shortcuts

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Join author and conversion rate expert Tim Ash for a wild ride through neuroscience to learn how the human brain functions, perceives the world and makes decisions. 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.

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[Convert.com Webinar] Pay Attention: Understanding the Brain’s Need for Novely & Shortcuts

  1. 1. Pay Attention:Understanding the Brain’s Need for Novelty and Shortcuts Tim Ash – CEO @tim_ash #CRO Copyright © 2013 SiteTuners - All Rights Reserved.
  2. 2. About SiteTuners• Best-practices website blueprints (tactical & strategic)• Landing page test plans & strategy• Internal optimization team mentoring & training• More than 1000 clients since 2002 Copyright © 2013, SiteTuners - All Rights Reserved.
  3. 3. Copyright © 2013, SiteTuners - All Rights Reserved.
  4. 4. Copyright © 2013, SiteTuners - All Rights Reserved.
  5. 5. Copyright © 2013, SiteTuners - All Rights Reserved.
  6. 6. Copyright © 2013, SiteTuners - All Rights Reserved.
  7. 7. Copyright © 2013, SiteTuners - All Rights Reserved.
  8. 8. Meet Your Three BrainsNeo-cortex Limbic System Brain Stem Copyright © 2013, SiteTuners - All Rights Reserved.
  9. 9. http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg Copyright © 2013, SiteTuners - All Rights Reserved.
  10. 10. http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg Copyright © 2013, SiteTuners - All Rights Reserved.
  11. 11. Copyright © 2013, SiteTuners - All Rights Reserved.
  12. 12. Copyright © 2013, SiteTuners - All Rights Reserved.
  13. 13. Copyright © 2013, SiteTuners - All Rights Reserved.
  14. 14. Copyright © 2013, SiteTuners - All Rights Reserved.
  15. 15. Copyright © 2013, SiteTuners - All Rights Reserved.
  16. 16. Copyright © 2013, SiteTuners - All Rights Reserved.
  17. 17. Copyright © 2013, SiteTuners - All Rights Reserved.
  18. 18. Copyright © 2013, SiteTuners - All Rights Reserved.
  19. 19. 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 Copyright © 2013, SiteTuners - All Rights Reserved.
  20. 20. Copyright © 2013, SiteTuners - All Rights Reserved.
  21. 21. Copyright © 2013, SiteTuners - All Rights Reserved.
  22. 22. Copyright © 2013, SiteTuners - All Rights Reserved.
  23. 23. 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” Copyright © 2013, SiteTuners - All Rights Reserved.
  24. 24. Copyright © 2013, SiteTuners - All Rights Reserved.
  25. 25. Copyright © 2013, SiteTuners - All Rights Reserved.
  26. 26. Copyright © 2013, SiteTuners - All Rights Reserved.
  27. 27. 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 Copyright © 2013, SiteTuners - All Rights Reserved.
  28. 28. Copyright © 2013, SiteTuners - All Rights Reserved.
  29. 29. Copyright © 2013, SiteTuners - All Rights Reserved.
  30. 30. Copyright © 2013, SiteTuners - All Rights Reserved.
  31. 31. Copyright © 2013, SiteTuners - All Rights Reserved.
  32. 32. Copyright © 2013, SiteTuners - All Rights Reserved.
  33. 33. Copyright © 2013, SiteTuners - All Rights Reserved.
  34. 34. Copyright © 2013, SiteTuners - All Rights Reserved.
  35. 35. Copyright © 2013, SiteTuners - All Rights Reserved.
  36. 36. Copyright © 2013, SiteTuners - All Rights Reserved.
  37. 37. Copyright © 2013, SiteTuners - All Rights Reserved.
  38. 38. Copyright © 2013, SiteTuners - All Rights Reserved.
  39. 39. Copyright © 2013, SiteTuners - All Rights Reserved.
  40. 40. Visual Attention Prediction Approaches Copyright © 2013, SiteTuners - All Rights Reserved.
  41. 41. Eye TrackingCopyright © 2013, SiteTuners - All Rights Reserved.
  42. 42. Mouse Tracking Copyright © 2013, SiteTuners - All Rights Reserved.
  43. 43. Software Algorithm Copyright © 2013, SiteTuners - All Rights Reserved.
  44. 44. 4 - What you need to know• Visual processing is very powerful & quick• Draw attention to offers with strong visuals• Use people deliberately• Don’t use unnecessary motion or animation• Carefully consider how you deploy video Copyright © 2013, SiteTuners - All Rights Reserved.
  45. 45. Summary1. Create a small number of clear choices2. Use a big anchor3. Be in my cultural tribe4. Understand the power of visuals Copyright © 2013, SiteTuners - All Rights Reserved.
  46. 46. Express Review - Special Offer• 45 or 90-min interactive review of landing page• Video transcript recorded via GoToMeeting• Includes AttentionWizard “attention heatmap” of pagehttp://Express-Review.com – Starting at only $699First 2 reviews will be personally conducted by Tim Ash(mention “CONVERT” after you order – must order by Jan 18, 2013) Copyright © 2013, SiteTuners - All Rights Reserved.
  47. 47. 2013 - San Francisco – Chicago - Boston – London - Berlin Susan Steve BJ Jared Roger Brian Weinschenk Krug Fogg Spool Dooley Massey Bryan Michael Tom Tim Patrick Jakob AmyEisenberg Summers Davenport Ash Bultema Nielsen Africa Copyright © 2013, SiteTuners - All Rights Reserved.
  48. 48. Q&A and 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 © 2013, SiteTuners - All Rights Reserved.

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