Tim Ash's Keynote to Affiliate Summit West 2013

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Tim Ash's Keynote to Affiliate Summit West 2013

  1. 1. Persuading the Reptilian Brain:Understanding Neuromarketing to Increase Website Conversions Tim Ash – CEO SiteTuners #asw13 @tim_ash Copyright © 2013, SiteTuners - All Rights Reserved.
  2. 2. 19 Degrees TodayCopyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  3. 3. 23 Degrees TodayCopyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  4. 4. About SiteTuners • Conversion-focused website blueprints (tactical or strategic) • Landing page test plans & testing strategy • Internal optimization team training & mentoring • More than 1000 clients worldwide since 2002Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  5. 5. Part I Split Personalities (the tale of your three brains)Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  6. 6. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  7. 7. 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. http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg Copyright © 2012, SiteTuners - All Rights Reserved.
  10. 10. http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg Copyright © 2012, SiteTuners - All Rights Reserved.
  11. 11. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  12. 12. 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. #asw13 @tim_ash
  13. 13. Part II Feeding The Lizard (understanding the reptilian brain)Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  14. 14. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
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  19. 19. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
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  23. 23. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  24. 24. 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. #asw13 @tim_ash
  25. 25. Copyright © 2012, SiteTuners - All Rights Reserved.
  26. 26. The Real Sales Funnel Brain Stem Limbic System Neo-cortexCopyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  27. 27. 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. #asw13 @tim_ash
  28. 28. Part III Practical Strategies (how to make money off of this stuff)Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  29. 29. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  30. 30. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  31. 31. 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. #asw13 @tim_ash
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  35. 35. 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. #asw13 @tim_ash
  36. 36. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
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  39. 39. 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. #asw13 @tim_ash
  40. 40. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
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  45. 45. Most of Your Brain is Involved in Visual ProcessingCopyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  46. 46. You Have Two Types Of VisionCopyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  47. 47. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  48. 48. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
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  52. 52. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  53. 53. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  54. 54. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
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  60. 60. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  61. 61. Ways To Get Insights Into Visual AttentionCopyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  62. 62. Eye TrackingCopyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  63. 63. Mouse TrackingCopyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  64. 64. Software AlgorithmCopyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  65. 65. 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. #asw13 @tim_ash
  66. 66. 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. #asw13 @tim_ash
  67. 67. Part IV Full Circle (back to inner space)Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  68. 68. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
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  73. 73. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  74. 74. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  75. 75. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  76. 76. Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  77. 77. Giveaway – Free Express Review • Unflinchingly honest interactive review of landing page or website • 45- or 90-min video transcript recorded via GoToMeeting • Includes AttentionWizard “attention heatmap” of your page http://Express-Review.com – Normally starts at $699 Conducted Personally by Tim AshCopyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
  78. 78. 2013: San Francisco – 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. #asw13 @tim_ash
  79. 79. 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. #asw13 @tim_ash

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