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Brain Based Conversions - Using Psychology and Neurology to Drive Behavior

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Conversion Rate Rockstars. PRESENTATION: Brain Based Conversions - Using Psychology and Neurology to Drive Behavior - Given by Luke Summerfield, @savvyluke - Savvy Panda, Director of Inbound Marketing. #SMX #21C

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Brain Based Conversions - Using Psychology and Neurology to Drive Behavior

  1. 1. March 4th, 2015 Brain Based Conversions Using psychology & neurology to drive behavior Luke Summerfield Peak Performance Strategist @SavvyLuke
  2. 2. searchmarketingexpo.com @SavvyLuke #SMX #21c
  3. 3. searchmarketingexpo.com @SavvyLuke #SMX #21c I HAVE A CONFESSION TO MAKE…
  4. 4. searchmarketingexpo.com @SavvyLuke #SMX #21c bit.ly/??????
  5. 5. searchmarketingexpo.com @SavvyLuke #SMX #21c WHAT IS OUR GOAL AS MARKETERS?
  6. 6. searchmarketingexpo.com @SavvyLuke #SMX #21c BEHAVIOR @SavvyLuke
  7. 7. searchmarketingexpo.com @SavvyLuke #SMX #21c
  8. 8. searchmarketingexpo.com @SavvyLuke #SMX #21c
  9. 9. searchmarketingexpo.com @SavvyLuke #SMX #21c
  10. 10. searchmarketingexpo.com @SavvyLuke #SMX #21c
  11. 11. searchmarketingexpo.com @SavvyLuke #SMX #21c
  12. 12. searchmarketingexpo.com @SavvyLuke #SMX #21c WHAT TRIGGERS BEHAVIOR?
  13. 13. searchmarketingexpo.com @SavvyLuke #SMX #21c WHERE TO TEST WHAT TO TEST RUNNING THE TEST 1 2 3
  14. 14. searchmarketingexpo.com @SavvyLuke #SMX #21c WHERE TO TEST WHAT TO TEST RUNNING THE TEST 1 2 3
  15. 15. searchmarketingexpo.com @SavvyLuke #SMX #21c @SavvyLuke
  16. 16. searchmarketingexpo.com @SavvyLuke #SMX #21c CONSCIOUS BRAIN • Rational Thought • Planning • Language • Facts and Figures • Statistics Neocortex
  17. 17. searchmarketingexpo.com @SavvyLuke #SMX #21c SUBCONSCIOUS BRAIN • Emotions • Behaviors • Memories • Primal Urges
  18. 18. searchmarketingexpo.com @SavvyLuke #SMX #21c WHAT’S THE PROBLEM?
  19. 19. searchmarketingexpo.com @SavvyLuke #SMX #21c • User Testing • Focus Groups • Surveys • Feedback • Interviews
  20. 20. searchmarketingexpo.com @SavvyLuke #SMX #21c • Facts • Figures • Features • Statistics • Price
  21. 21. searchmarketingexpo.com @SavvyLuke #SMX #21c http://www.flickr.com/photos/kalexanderson/5421517469/sizes/l/in/photolist-9g5Gg8
  22. 22. searchmarketingexpo.com @SavvyLuke #SMX #21c https://www.flickr.com/photos/re_birf/69485963/sizes/o/
  23. 23. searchmarketingexpo.com @SavvyLuke #SMX #21c https://www.flickr.com/photos/arselectronica/4306147303
  24. 24. searchmarketingexpo.com @SavvyLuke #SMX #21c BRAIN BASED MESSAGING
  25. 25. searchmarketingexpo.com @SavvyLuke #SMX #21c AUTHORITY • User Testing • Focus Groups • Surveys • Feedback • Interviews
  26. 26. searchmarketingexpo.com @SavvyLuke #SMX #21c
  27. 27. searchmarketingexpo.com @SavvyLuke #SMX #21c SOCIAL PROOF • Number of customers • Community Favorite • User Photos/Videos • Reviews / Ratings
  28. 28. searchmarketingexpo.com @SavvyLuke #SMX #21c
  29. 29. searchmarketingexpo.com @SavvyLuke #SMX #21c RECIPROCITY • Content Offers • Thank You Page Offers
  30. 30. searchmarketingexpo.com @SavvyLuke #SMX #21c People Like Us Images / Video Testimonials
  31. 31. searchmarketingexpo.com @SavvyLuke #SMX #21c
  32. 32. searchmarketingexpo.com @SavvyLuke #SMX #21c BRAIN BASED DESIGN
  33. 33. searchmarketingexpo.com @SavvyLuke #SMX #21c
  34. 34. searchmarketingexpo.com @SavvyLuke #SMX #21c
  35. 35. searchmarketingexpo.com @SavvyLuke #SMX #21c 77% Use multiple devices when watching TV
  36. 36. searchmarketingexpo.com @SavvyLuke #SMX #21c ? ? ? RAS Attention Triggers
  37. 37. searchmarketingexpo.com @SavvyLuke #SMX #21c Motion ? ? RAS Attention Triggers
  38. 38. searchmarketingexpo.com @SavvyLuke #SMX #21c MOTION • Show, don’t tell • JS Animation / Hover • Video hero boards • Slide ups
  39. 39. searchmarketingexpo.com @SavvyLuke #SMX #21c
  40. 40. searchmarketingexpo.com @SavvyLuke #SMX #21c
  41. 41. searchmarketingexpo.com @SavvyLuke #SMX #21c
  42. 42. searchmarketingexpo.com @SavvyLuke #SMX #21c
  43. 43. searchmarketingexpo.com @SavvyLuke #SMX #21c
  44. 44. searchmarketingexpo.com @SavvyLuke #SMX #21c
  45. 45. searchmarketingexpo.com @SavvyLuke #SMX #21c Motion ? ? RAS Attention Triggers
  46. 46. searchmarketingexpo.com @SavvyLuke #SMX #21c
  47. 47. searchmarketingexpo.com @SavvyLuke #SMX #21c
  48. 48. searchmarketingexpo.com @SavvyLuke #SMX #21c MIRROR NEURONS
  49. 49. searchmarketingexpo.com @SavvyLuke #SMX #21c PLACE THEM IN • Show them using it • Show life after words • Show their emotion
  50. 50. searchmarketingexpo.com @SavvyLuke #SMX #21c
  51. 51. searchmarketingexpo.com @SavvyLuke #SMX #21c
  52. 52. searchmarketingexpo.com @SavvyLuke #SMX #21c
  53. 53. searchmarketingexpo.com @SavvyLuke #SMX #21c Attracted to People • Beautiful people / Babies • Individuals vs. Groups • Direction of Eyes
  54. 54. searchmarketingexpo.com @SavvyLuke #SMX #21c
  55. 55. searchmarketingexpo.com @SavvyLuke #SMX #21c
  56. 56. searchmarketingexpo.com @SavvyLuke #SMX #21c
  57. 57. searchmarketingexpo.com @SavvyLuke #SMX #21c
  58. 58. searchmarketingexpo.com @SavvyLuke #SMX #21c
  59. 59. searchmarketingexpo.com @SavvyLuke #SMX #21c WHERE TO TEST WHAT TO TEST RUNNING THE TEST 1 2 3
  60. 60. searchmarketingexpo.com @SavvyLuke #SMX #21c WHERE TO TEST WHAT TO TEST RUNNING THE TEST 1 2 3
  61. 61. searchmarketingexpo.com @SavvyLuke #SMX #21c Only 24 hours! No Sharing Links! [scarcity] [social proof] [commitment] http://hubs.ly/y0xsSt0
  62. 62. searchmarketingexpo.com @SavvyLuke #SMX #21c EasyEyeTracking.com http://hubs.ly/y0xsSt0
  63. 63. searchmarketingexpo.com @SavvyLuke #SMX #21c

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