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Why They Click - The Brain Science Behind Online Behavior - Tom Shapiro

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Why They Click - The Brain Science Behind Online Behavior - Tom Shapiro

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Your website visitors arrive on your site, look around, read a bit, navigate and often take an action of some kind while there. The mountain of data available from web analytics, behavioral analytics, IP detection and more provides businesses with useful information to make a brand’s digital experiences better. However, data is meaningless unless you go beyond the “what” to understand the “why.” What’s needed are insights into the human mind and mapping these to the customer journey. Take a deeper approach to data utilization that can yield remarkable insights into your audience and breakthrough ideas for strengthening your relationship with your customers.

Your website visitors arrive on your site, look around, read a bit, navigate and often take an action of some kind while there. The mountain of data available from web analytics, behavioral analytics, IP detection and more provides businesses with useful information to make a brand’s digital experiences better. However, data is meaningless unless you go beyond the “what” to understand the “why.” What’s needed are insights into the human mind and mapping these to the customer journey. Take a deeper approach to data utilization that can yield remarkable insights into your audience and breakthrough ideas for strengthening your relationship with your customers.

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Why They Click - The Brain Science Behind Online Behavior - Tom Shapiro

  1. 1. Why They Click The Brain Science Behind Online Behavior By Tom Shapiro, CEO Stratabeat, Inc.
  2. 2. Page Views Mean NOTHING Why WHAT REALLY MATTERS
  3. 3. Go Beyond the WHAT to Understand the WHY
  4. 4. 81,860 Unique Page Views
  5. 5. Leads?
  6. 6. ZERO
  7. 7. The Knowledge Hub...
  8. 8. 3 Clicks
  9. 9. Noticed a Company on Our Website
  10. 10. 24 Site Visits
  11. 11. Large, New Client
  12. 12. Tom Shapiro • CEO of Stratabeat, Inc., a B2B branding, web design, and digital marketing agency • Author of the book Rethink Your Marketing • Founder of Boston Neuromarketing Meetup with 400+ members • Director of Digital Strategy during iProspect’s growth from 85 to 700+ employees • Clients have included AT&T, Intel, Hewlett-Packard, Nasdaq, Experian, and P&G @TomShapiro @Stratabeat.com
  13. 13. The Subconscious
  14. 14. 30XThe human brain is up to 30 times as powerful as the world’s most powerful supercomputer. Source: Science Alert
  15. 15. 12 Watts of PowerThe human brain runs on only 12 watts of power, just one-fifth the power to run a standard 60-watt lightbulb. IBM Watson? About 20,000 watts.
  16. 16. Even so… We’re just not that rationale.
  17. 17. SEOTrendsin2015 • User Behavior • Topics Matter • Social Signals • Multi-device • Mash-ups Our brains process 11 MILLION bits of sensory information EVERY SECOND Source: Timothy Wilson, Professor of Psychology, University of Virginia Our conscious minds handle about 40 BITS PER SECOND in comparison
  18. 18. We’re not conscious of most things… Until we ASK OURSELVES about them. THE SUBCONSCIOUS
  19. 19. ALFRED YARBUS & EYE TRACKING Space for more text here Reviewing Ilya Repin’s painting An Unexpected Visitor
  20. 20. Eyes work FASTER THAN CONSCIOUSNESS can keep up THE SUBCONSCIOUS
  21. 21. 95% of a purchase decision is based on the subconscious THE SUBCONSCIOUS Source: Gerald Zaltman, Professor, Harvard Business School
  22. 22. What Are Your Audience Members Asking Themselves?
  23. 23. Start with the “WHO”
  24. 24. Audience Segmentation
  25. 25. Audience Segmentation Definition
  26. 26. Audience Personas
  27. 27. Go Beyond the WHO to Uncover the WHY
  28. 28. IMPLICIT MOTIVATIONS Certainty Curiosity Individuality Belonging Family Recognition Appreciation Health & Nutrition Power Control Pleasure Avoidance of Pain Elimination of Pain Acceptance Idealism Purpose
  29. 29. WHY are they visiting your website?
  30. 30. What are the PROBLEMS they are trying to solve?
  31. 31. What GOALS are they trying to achieve?
  32. 32. What SPECIFIC BEHAVIORS should they be displaying?
  33. 33. What SPECIFIC ACTIONS should they be taking?
  34. 34. Audience Personas
  35. 35. Core Elements of an Audience Persona • Give each persona a name, as it humanizes your audience • Understand the basics: industry, size of company, department, title, etc. • Recognize who they report to, and who reports to them • Dig into the information they consume, websites they visit, publications they read, etc. • Don’t worry so much about age, education level, corporate culture, tools to get their job done, or similar personal details • Most importantly, identify their goals and main pain points
  36. 36. In fact… DEDICATE 50% OR MORE of the persona to goals and problems. AUDIENCE PERSONAS
  37. 37. Title/Job Goals ● Marketing Executive (CMO, VP Marketing, Marketing Director) ● Software Company ● Managing 3-5 reports ● Reports to CEO ● Qualified Leads ● Site Traffic ● Email Database ● Marketing Integration Media Problems ● CMSWire ● ChiefMarketer.com ● MarketingProfs.com ● Moz Blog ● HubSpot Blog ● NewsCred Blog ● MarketingLand.com ● Local News Site (Boston.com, etc.) ● Pressure for aggressive growth numbers ● Doesn’t understand why conversions aren’t higher ● Too much to do, too little time & too few resources ● Competitors growing more sophisticated all the time ● Overwhelmed by data without the associated insights ● Confused by changing tech landscape Marketing Mackenzie
  38. 38. Think through the Conversation AUDIENCE PERSONAS Objection Solution Case Study
  39. 39. Build a Customer Journey Per Persona
  40. 40. Uncovering Audience Insights
  41. 41. UNCOVERING AUDIENCE INSIGHTS Web Analytics Behavioral Analytics Search Data Online Sharing Data Social Monitoring Surveys Chatbots Interviews Living with the Tribe
  42. 42. Lunch???
  43. 43. Persona & Customer Journey Building
  44. 44. Behavioral Analytics
  45. 45. Screenshot Source: Mouseflow
  46. 46. Screenshot Source: Hotjar
  47. 47. Screenshot Source: MouseFlow
  48. 48. Analysis of Session Recordings
  49. 49. Screenshot Source: FullStory
  50. 50. Screenshot Source: FullStory
  51. 51. ANALYSIS OF SESSION RECORDINGS Gain a deeper understanding of your audience Identify the triggers that influence behavior Increase engagement Increase conversions Increase user acquisition Increase retention Make better website design decisions Justify your design choices Create awesome customer experiences
  52. 52. Behavioral Triggers
  53. 53. 300% Increase in Opt-ins
  54. 54. Empathic Design
  55. 55. A user-centered design approach focused on the user’s feelings. EMPATHIC DESIGN
  56. 56. A design approach based on observation of the audience. EMPATHIC DESIGN
  57. 57. The Mere Exposure Effect
  58. 58. “zebulons” THE MERE EXPOSURE EFFECT
  59. 59. THE MERE EXPOSURE EFFECT Website Layout Website Elements (CTA buttons, etc.) Colors Brand Messaging Unique Selling Proposition (USP) Offers Online-Offline Onsite-Offsite
  60. 60. Photo Source: Emory University Gregory Berns Emory University
  61. 61. The Value of Cognitive Fluency
  62. 62. Google Study of Website Design
  63. 63. Cognitive Load
  64. 64. K.I.S.S.
  65. 65. How Can You Improve Cognitive Fluency for Your Brand’s Digital Experiences?
  66. 66. The Value of Fonts
  67. 67. Certain fonts are seen as more (or less) TRUSTWORTHY. THE VALUE OF FONTS Source: Errol Morris and The New York Times
  68. 68. The Power of Emotions
  69. 69. The Limbic System Responsible for Emotions Processing
  70. 70. Antonio Damasio Neuroscientist
  71. 71. Purchase Decisions Are Based on EMOTIONS
  72. 72. Ads Based on Emotion Perform Better
  73. 73. Source: Forrester Emotion Is The #1 Factor in Customer Loyalty In Almost All Industries Examined
  74. 74. If we don’t make you cry… we fail. It’s about emotion. “ ”- Lorraine Twohill, Senior VP Global Marketing, Google
  75. 75. What About B2B???
  76. 76. Source: Google & CEB TWICE the Impact B2B brands achieve twice the impact with a target audience when using emotional marketing.
  77. 77. Purchase Intent B2B purchase intent drops when messaging becomes less emotional. Source: Google & CEB
  78. 78. $36,070,000,000 The emotion recognition technology market will exceed $36B by the year 2021. Source: MarketsAndMarkets
  79. 79. How Is Your Brand Evoking an Emotional Response?
  80. 80. Speed
  81. 81. Byron Reeves & Clifford Nass Stanford University Photo Source: Stanford University
  82. 82. 2X Conversions A Radware study found that making each page in a transaction two seconds faster doubled conversions. Source: Radware
  83. 83. Faces
  84. 84. Make It Visual
  85. 85. 60,000X faster than text. THE SUBCONSCIOUS Source: 3M The human brain processes visuals
  86. 86. 54 of the World’s Best Wine Tasters Source: John Medina, Brain Rules
  87. 87. Mirror Neurons
  88. 88. 90-Day Action Plan
  89. 89. https://Stratabeat.com Tom Shapiro, CEO @TomShapiro @Stratabeat

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