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Neuromarketing e Fiducia Online - Web Marketing Training 2015

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Vi siete mai chiesti perché quando stiamo navigando un sito a volte sentiamo di poterci fidare e altre volte no? Esiste un'equazione in grado di riassumere il concetto stesso di "fiducia percepita"? Siamo sicuri che bastino i soliti "loghetti" e il "dicono di noi" per apparire credibili? ... C'è molto da dire a riguardo, specialmente su aspetti che hanno a che fare con inconscio e meccanismi cognitivi umani.

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Neuromarketing e Fiducia Online - Web Marketing Training 2015

  1. 1. ATTRAZIONE E FIDUCIA ONLINE Neuromarketing e scienze cognitive per aumentare il tasso di conversione sul tuo sito #wmt15
  2. 2. La fiducia è la sola cura conosciuta per la paura. Lena Kellogg Sadler www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm | “
  3. 3. andrea.saletti.33 +AndreaSaletti andreasaletti @ASalettiWm Mi occupo di SEO e Web Marketing dal 2007 anche se la mia esperienza nel web è iniziata diversi anni prima come web designer. In Pronesis srl gestisco progetti evoluti di visibilità online: • Ottimizzazione per i motori di ricerca • SEM • Sviluppo di interfacce/campagne/ottimizzazioni di WEB MARKETING PSICOLOGICO • Analisi e reportistica Mi occupo inoltre di consulenza/formazione in aziende per migliorare strategie di marketing web e social. Andrea Saletti. www.pronesis.it www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  4. 4. WEB MARKETING Psicologico Neuromarketing applicato al web Psicologia Comportamentale e cognitiva applicata al web PNL applicata al web User Experience Psicologia cross-culturale applicata al web Psicologia della Persuasione applicata al web Studio delle Interfacce Circuito del Desiderio applicato al web Psicologia del Colore applicata al web Psicologia Tipografica applicata al web www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  5. 5. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm | La percezione di fiducia è il primo motivo per cui l’81% dei consumatori decide di acquistare un prodotto da un sito web piuttosto che da un altro Business Insider 2014 “
  6. 6. ESISTE UN’EQUAZIONE CHE TRADUCE IL CONCETTO DI FIDUCIA?
  7. 7. FIDUCIA 1. ?????? 2. ?????? 3. ?????? 4. ?????? + + + = www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  8. 8. 1. CREDIBILITA’ Qualità della comunicazione + Qualità delle referenze
  9. 9. SIMMETRIA DEL DESIGN.
  10. 10. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  11. 11. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  12. 12. LETTURA EMOTIVA DEI VOLTI.
  13. 13. Paul Ekman – sorriso di Duchenne www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  14. 14. Paul Ekman – sorriso di Duchenne www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  15. 15. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  16. 16. Lideabadanti.it www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  17. 17. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  18. 18. SCELTA DEL FONT.
  19. 19. stiamo vivendo in un'epoca di sicurezza senza precedenti helvetica www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm | Sei ottimista o pessimista? Errol Morris – 2012 – New York Times stiamo vivendo in un'epoca di sicurezza senza precedenti comic sans stiamo vivendo in un'epoca di sicurezza senza precedenti baskerville
  20. 20. stiamo vivendo in un'epoca di sicurezza senza precedenti helvetica www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm | Sei ottimista o pessimista? Errol Morris – 2012 – New York Times stiamo vivendo in un'epoca di sicurezza senza precedenti comic sans stiamo vivendo in un'epoca di sicurezza senza precedenti baskerville
  21. 21. PRINCIPIO DI AUTORITA’
  22. 22. Se potessi chiedere un consiglio a queste 2 persone sulla qualità di un ristorante… di chi ti fideresti? www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  23. 23. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  24. 24. Nespresso.com www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  25. 25. Madri.com www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  26. 26. Bigbarker.com www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  27. 27. Mentadent.it www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  28. 28. Pronesis.it www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  29. 29. Pronesis.it www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  30. 30. Pronesis.it www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  31. 31. Kayaclinic.com www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  32. 32. 2. ETICA Percezione di onestà del valore comunicato
  33. 33. PRIMA / DOPO .
  34. 34. Genera contrasto visivo paragonando gli effetti del tuo prodotto/servizio sulla situazione precedente. La promessa deve essere plausibile Prima/Dopo (contrasto migliorativo). www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  35. 35. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  36. 36. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm | Attenzione!
  37. 37. SUPERPOTERI.
  38. 38. Ci hanno insegnato fin da bambini a credere nelle favole e nel lieto fine. L’esagerazione in un contenuto ironico è percepita positivamente Superpoteri. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  39. 39. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  40. 40. IO TE L’AVEVO DETTO.
  41. 41. Quando mostri a tutti i tuoi punti deboli e ne fai la tua caratteristica principale diventi «credibile» e soprattutto «non criticabile» Io te l’avevo detto. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  42. 42. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  43. 43. 3. AFFIDABILITA’ Coerenza tra promessa e azione eseguita
  44. 44. PRINCIPIO DI RIPROVA SOCIALE.
  45. 45. Noi impariamo cos'è corretto andando alla ricerca di cosa la maggioranza delle persone ritiene corretto Più persone parlano positivamente di qualcosa più aumenta la nostra fiducia Riprova sociale. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  46. 46. Actimel.it www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  47. 47. Amazon.com www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  48. 48. Ninjamarketing.it www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  49. 49. Tripadvisor.it www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  50. 50. 4. PREGIUDIZIO INCONSCIO Le esperienze pregresse influenzano la valutazione
  51. 51. CONFERMA DELLE PROPRIE OPINIONI.
  52. 52. Cerchiamo, interpretiamo, prestiamo attenzione e ricordiamo solo informazioni che confermano i nostri preconcetti www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  53. 53. Semrush.com Inserisci dettagli e specifiche tecniche per contrastare la distorsione di conferma www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  54. 54. Tripadvisor.it Sondaggio su elementi di frizione del tuo prodotto + creazione «dicono di noi» reale (clienti che hanno cambiato idea dopo averlo provato) www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  55. 55. Zalando.it Soddisfatti o rimborsati + rassicurazioni con icone e simboli www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  56. 56. APPARTENENZA AL GRUPPO.
  57. 57. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm | Ha a che fare con l’ossitocina («molecola dell’amore») Neurotrasmettitore che ci aiuta ad avere legami più stretti con persone del nostro stesso gruppo, ma ci rende sospettosi, paurosi, e perfino sprezzanti verso gli altri.
  58. 58. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm | Slamjamsocialism.com
  59. 59. Mcdonalds.it www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  60. 60. Royal- nailfashion.com www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  61. 61. Quando l’utente trae da solo conclusioni apparentemente non influenzate; la persuasione è ancora più potente Auto-persuasione. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  62. 62. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  63. 63. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  64. 64. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  65. 65. www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm | Attenzione!
  66. 66. RIASSUMENDO… LA FIDUCIA E’ LA SOMMA DI 4 FATTORI
  67. 67. FIDUCIA Credibilità Etica Affidabilità Pregiudizio inconscio + + + = www.pronesis.itAttenzione e fiducia online | #wmt15 @ASalettiWm |
  68. 68. Nel web 2.0 le persone non si fidano di te…
  69. 69. SI FIDANO L’UNO DELL’ALTRA Nel web 2.0 le persone non si fidano di te…
  70. 70. E CON QUESTO E’ TUTTO GRAZIE PER L’ATTENZIONE Le immagini mostrate di cui non è stata segnalata la fonte provengono da Istockphoto.com #wmt15

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