E-Commerce Brasil Tim Ash Keynote
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E-Commerce Brasil Tim Ash Keynote

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Congress of Brazil E-Commerce Search & Sales 2013 - Tim Ash Keynote Address

Congress of Brazil E-Commerce Search & Sales 2013 - Tim Ash Keynote Address

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    E-Commerce Brasil Tim Ash Keynote E-Commerce Brasil Tim Ash Keynote Presentation Transcript

    • It’s Irrational:Why selling to the logical brain will not bring results Tim Ash – CEO SiteTuners @tim_ash Copyright © 2013, SiteTuners - All Rights Reserved.
    • About SiteTuners • Conversion-focused website blueprints (tactical or strategic) • Landing page test plans & testing strategy • Internal optimization team training & mentoring • More than 1200 clients worldwide since 2002Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Part I Split Personalities (the tale of your three brains)Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2012, SiteTuners - All Rights Reserved.
    • http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg Copyright © 2012, SiteTuners - All Rights Reserved.
    • http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg Copyright © 2012, SiteTuners - All Rights Reserved.
    • http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg Copyright © 2012, SiteTuners - All Rights Reserved.
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Your Brain is an Evolutionary Collage • You actually have three “brains” • Neo-cortex – reasons & plans • Limbic System - feels & remembers • Brain Stem – reacts & survivesCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Part II Feeding The Lizard (understanding the reptilian brain)Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • How the Reptilian Brain Works Is it START Is it novel? Explore It dangerous? No Yes Yes No Deal with it Ignore ItCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2012, SiteTuners - All Rights Reserved.
    • The Real Sales Funnel Brain Stem Limbic System Neo-cortexCopyright © 2013, SiteTuners - All Rights Reserved. @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 brainsCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Part III Practical Strategies (how to make money off of this stuff)Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @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 choicesCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @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”Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @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 outsidersCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Most of Your Brain is Involved in Visual ProcessingCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • You Have Two Types Of VisionCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Ways To Get Insights Into Visual AttentionCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Eye TrackingCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Mouse TrackingCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Software AlgorithmCopyright © 2013, SiteTuners - All Rights Reserved. @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 videoCopyright © 2013, SiteTuners - All Rights Reserved. @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 visualsCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Part IV Full Circle (back to inner space)Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • 2013: San Francisco – Paris - Chicago – Boston – London - Berlin Susan Steve BJ Jared Roger Brian Bryan Michael Tom Tim Patrick Jakob Amy Weinschenk Krug Fogg Spool Dooley Massey Eisenberg Summers Davenport Ash Bultema Nielsen AfricaCopyright © 2013, SiteTuners - All Rights Reserved. @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://Express-Review.com – Starting at only $699 Mention “BRAZIL” after you order to get $100 off (order before March 30, 2013 by credit card)Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
    • Contact Info 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_ash1Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash