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Similar to Tim Ash's Keynote to Affiliate Summit West 2013 (20)
More from SiteTuners Conversion Rate Optimization (19)
Tim Ash's Keynote to Affiliate Summit West 2013
- 1. Persuading the Reptilian Brain:
Understanding Neuromarketing to Increase Website Conversions
Tim Ash – CEO SiteTuners
#asw13 @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.
- 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 2002
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
- 5. Part I
Split Personalities
(the tale of your three brains)
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
- 12. Your Brain is an Evolutionary Collage
• You actually have three “brains”
• Neo-cortex – reasons & plans
• Limbic System - feels & remembers
• Brain Stem – reacts & survives
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
- 13. Part II
Feeding The Lizard
(understanding the reptilian brain)
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
- 24. How the Reptilian Brain Works
Is it
START Is it novel? Explore It
dangerous? No Yes
Yes No
Deal with it Ignore It
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
- 26. The Real Sales Funnel
Brain Stem
Limbic System
Neo-cortex
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
- 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 brains
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
- 28. Part III
Practical Strategies
(how to make money off of this stuff)
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
- 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 choices
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
- 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
- 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 outsiders
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
- 45. Most of Your Brain
is Involved in Visual Processing
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
- 46. You Have Two Types Of Vision
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
- 61. Ways To Get Insights Into Visual Attention
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
- 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 video
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
- 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 visuals
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
- 67. Part IV
Full Circle
(back to inner space)
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
- 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 Ash
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
- 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 Africa
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash
- 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_ash1
Copyright © 2013, SiteTuners - All Rights Reserved. #asw13 @tim_ash