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Roger Dooley Keynote - PubCon Masters 2013

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Roger Dooley's opening keynote speech for 2013 PubCon Masters Group in Las Vegas, Nevada. It shows how to take the traffic generated by SEO, SEM, and social media and convert it at a higher rate. The model is The Persuasion Slide, with an emphasis on non-conscious motivators.

Published in: Technology, Business

Roger Dooley Keynote - PubCon Masters 2013

  1. 1. Brainfluence Conversion: Boosting the Bottom Line Roger Dooley rogerdooley.com rogerd@dooleydirect.com @rogerdooley
  2. 2. #PubCon @rogerdooley
  3. 3. Marketers?
  4. 4. Honesty & Ethics Very High/High • Nurses – 85% • Engineers – 70% • Advertising/Mktg – 11% • Sales – 8%
  5. 5. CEO Trust • CFOs – 90% • CIOs – 90% • CMOs – 20%
  6. 6. Why?
  7. 7. Most Marketing & Sales Money Is Wasted.
  8. 8. Marketing Waste 95% - New Products 98% - Direct Mail 98% - Sales Emails 93% - Sales Calls 50% - Large Branding Campaigns
  9. 9. CEO Consumer
  10. 10. Today’s Objective:
  11. 11. Help you cut your marketing waste!
  12. 12. x Organic SEO x Social Media x SEM & Paid x InHouse SEO
  13. 13. SEO – SEM – Social
  14. 14. via Andre Morys
  15. 15. Traffic Conversion
  16. 16. The Persuasion Slide ™
  17. 17. Gravity
  18. 18. Nudge
  19. 19. Angle
  20. 20. Angle
  21. 21. Friction
  22. 22. The Science of Persuasion
  23. 23. Robert Cialdini: 6 Factors
  24. 24. BJ Fogg: Behavior Model
  25. 25. Geoffrey Miller: Evolutionary Psychology
  26. 26. Daniel Kahneman System 1 System 2
  27. 27. Behavior Research
  28. 28. No single theory explains all behavior!
  29. 29. Conversion
  30. 30. Gravity • • • • Initial Motivation Needs Wants Goals
  31. 31. Fighting Gravity “Buy all 10 videos!” “Complete this form”
  32. 32. Work WITH Gravity “Lose weight fast!” “Save time!”
  33. 33. Fighting Gravity From q.equinox.com
  34. 34. Work WITH Gravity “Make Money!” From shoemoney.com
  35. 35. Nudge Attention!
  36. 36. Nudges Email Search Ad Popup Any visible content Banner Ad Call to Action
  37. 37. Bad Nudge From wayofcats.com
  38. 38. Bad Nudge From pawesome.com
  39. 39. From chrisbrogan.com
  40. 40. From chrisbrogan.com
  41. 41. Nudges?
  42. 42. Nudge must be seen & start the process
  43. 43. Angle Motivation!
  44. 44. Nudge Without Motivation
  45. 45. Conscious & Non-Conscious Motivators
  46. 46. Conscious Motivators Benefits Features Gifts Discounts Specifications
  47. 47. Non-conscious Motivators Emotions Psychology Brain Bugs
  48. 48. 5% Conscious
  49. 49. 95% Subconscious
  50. 50. Include BOTH Conscious and Non-conscious motivators!
  51. 51. Conscious: Benefits “Typical customer saves 25%.” “Has twice the power!” “Money-back guarantee!”
  52. 52. Gifts & Discounts “Free 50-page ebook!” “$10 Starbucks card if you complete the survey!” “20% off until midnight!”
  53. 53. No Discounts, No Motivation
  54. 54. Problem: Cost to Motivate $ €
  55. 55. Non-Conscious Motivators FREE! Effective!
  56. 56. Dog owners? Pet parents?
  57. 57. Conan the Comedian
  58. 58. Margaritas? Sure, I’ll have one!
  59. 59. Liking
  60. 60. Show attributes you share with your customer to create “liking effect.”
  61. 61. Don’t bury these “liking cues” deep in your site!
  62. 62. Copy & Content Motivators
  63. 63. VS.
  64. 64. Use FREE offers instead of very cheap ones.
  65. 65. Scarcity Photo via Doniv.org
  66. 66. Vs.
  67. 67. Scarcity + Social Proof!
  68. 68. Creating Scarcity
  69. 69. Use SCARCITY to make your offer more attractive.
  70. 70. Scarcity on Steroids
  71. 71. FTW
  72. 72. Amp up SCARCITY EFFECT by showing decreasing availability.
  73. 73. sex
  74. 74. Friction
  75. 75. Difficulty: Real and Perceived
  76. 76. Friction Form Fields Steps in Checkout Process Instructions “What am I supposed to do?” ANYTHING in Conversion Sequence
  77. 77. High Friction
  78. 78. Low Friction
  79. 79. High Friction
  80. 80. Near-Zero Friction
  81. 81. Choice Architecture Eric J. Johnson and Daniel Goldstein
  82. 82. Default Choice Minimum Friction
  83. 83. Fluency
  84. 84. Reducing Friction Easy = Good
  85. 85. Confession Site I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
  86. 86. Confession Site I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
  87. 87. More “fluent” site = More revealing posts Drunk Tank Pink, Alter
  88. 88. Guarantee A/B Test
  89. 89. “You may cancel at any time.” vs. “John, your satisfaction is fully guaranteed. If VetFriends is not what you had in mind, feel free to cancel at any time – we are here to serve you.” WhichTestWon.com
  90. 90. Shorter version +14.5% WhichTestWon.com
  91. 91. Maximize conversion with simple fonts, short text, & easy-to-read design.
  92. 92. Build Your Slide!
  93. 93. Align with Gravity
  94. 94. First a Nudge
  95. 95. Maximize Angle/Motivation Conscious & Non-conscious
  96. 96. Non-conscious: almost always costs less!
  97. 97. Minimize Friction
  98. 98. Minimizing friction almost always costs less than increasing motivation!
  99. 99. Google Search: “landing page optimization”
  100. 100. Nudges Low Friction Social Proof
  101. 101. Nudges FREE Benefit
  102. 102. Low Friction + Free Trial
  103. 103. Motivation: Free Valuable Info
  104. 104. If it’s not motivation, it’s friction!
  105. 105. If you remember just one thing from today…
  106. 106. Change is constant and accelerating…
  107. 107. Communication Huge Change in 50 Years
  108. 108. Media Huge Change in 50 Years
  109. 109. Mobile! Social Media! Big Data!
  110. 110. Our Brains NO Change in 50,000 Years!
  111. 111. Minimize marketing waste: work with your customer’s brain and how it is wired!
  112. 112. Brainfluence Conversion: Boosting the Bottom Line Roger Dooley rogerdooley.com rogerd@dooleydirect.com @rogerdooley
  113. 113. Free Resources Neuromarketing Neurosciencemarketing.com/blog Brainy Marketing blogs.forbes.com/rogerdooley/ Inside Influence Report influenceatwork.com Dan Ariely Blog danariely.com Social Triggers Blog socialtriggers.com

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