E-Commerce Brasil Tim Ash Keynote

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

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E-Commerce Brasil Tim Ash Keynote

  1. 1. 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.
  2. 2. 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
  3. 3. Part I Split Personalities (the tale of your three brains)Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  4. 4. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  5. 5. Copyright © 2012, SiteTuners - All Rights Reserved.
  6. 6. http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg Copyright © 2012, SiteTuners - All Rights Reserved.
  7. 7. http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg Copyright © 2012, SiteTuners - All Rights Reserved.
  8. 8. http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg Copyright © 2012, SiteTuners - All Rights Reserved.
  9. 9. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  10. 10. 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
  11. 11. Part II Feeding The Lizard (understanding the reptilian brain)Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  12. 12. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  13. 13. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
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  22. 22. 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
  23. 23. Copyright © 2012, SiteTuners - All Rights Reserved.
  24. 24. The Real Sales Funnel Brain Stem Limbic System Neo-cortexCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  25. 25. 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
  26. 26. Part III Practical Strategies (how to make money off of this stuff)Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  27. 27. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  28. 28. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  29. 29. 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
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  33. 33. 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
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  36. 36. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  37. 37. 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
  38. 38. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  39. 39. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
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  42. 42. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  43. 43. Most of Your Brain is Involved in Visual ProcessingCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  44. 44. You Have Two Types Of VisionCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  45. 45. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
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  58. 58. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  59. 59. Ways To Get Insights Into Visual AttentionCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  60. 60. Eye TrackingCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  61. 61. Mouse TrackingCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  62. 62. Software AlgorithmCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  63. 63. 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
  64. 64. 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
  65. 65. Part IV Full Circle (back to inner space)Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
  66. 66. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
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  75. 75. 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
  76. 76. 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
  77. 77. 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

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