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Brain Science and Web Marketing

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Brain science and web marketing go together. And anyone can learn how to do it.
In this presentation, we’ll review the neuromarketing research, case studies and web marketing tactics that work with natural, human behavioral tendencies.

• Herds, halos and the science of social proof
• Context, contrast and color
• Fear, loss and scarcity
• Eye tracking, color and visual prominence
• Writing copy for busy minds

We'll reveal secrets of the brain, behavior and marketing on the web. If there are humans in your target audience, this presentation is for you.

The ideal attendee has 2+ years of digital marketing experience. Space is limited. Register before your competition does.

Learn the secrets of the brain, behavior and marketing. We’ll break down the marketing tactics that work with natural human tendencies. If there are humans in your target audience, this presentation is for you.

Published in: Marketing

Brain Science and Web Marketing

  1. 1. Brain Science & Web Marketing Andy Crestodina Strategic Director | @crestodina
  2. 2. Persuasion Research… Social Influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research… Non-Rational, Unconscious Decision Making… Sociology… Eye-Tracking Studies… Behavioral Economics… Behavioral Science… Brain Science… Social Neuroscience… Neuromarketing!
  3. 3. Which sign will keep him on the path?
  4. 4. "The vast majority of past visitors have stayed on the established paths and trails, helping to preserve the natural state of the Sequoias and vegetation in this park." "Many past visitors have gone off the established paths and trails, changing the natural state of the Sequoias and vegetation in this park." "Please stay on the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.” "Please don't go off the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.”
  5. 5. "The vast majority of past visitors have stayed on the established paths and trails, helping to preserve the natural state of the Sequoias and vegetation in this park." "Many past visitors have gone off the established paths and trails, changing the natural state of the Sequoias and vegetation in this park." "Please stay on the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.” "Please don't go off the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.” Others’ behavior, Positive Others’ behavior, Negative Desired behavior, Positive Desired behavior, Negative
  6. 6. Source: Pat Winter, PhD, Which sign worked?
  7. 7. Social Proof
  8. 8. When people are free to do as they please, the usually imitate each other. Eric Hoffer Social Philosopher
  9. 9. Trust from Awards and Memberships
  10. 10. Testimonials = Supportive Evidence
  11. 11. Never make a testimonials page
  12. 12. Call to Action Conform
  13. 13. 1.Prominence 2.Promise 3.Proof! Best Practices for Signup Form
  14. 14. Before... After...
  15. 15. 1900% Increase ...not bad!
  16. 16. Everybody’s Doing It
  17. 17. As seen in...
  18. 18. As seen in...
  19. 19. As seen in...
  20. 20. Awards
  21. 21. Social Media Widgets
  22. 22. Social proof can backfire
  23. 23. 1. Testimonials 2. Endorsements 3. Social Media Shares 4. Social Media Widgets 5. Certifications, Awards 6. Number of Happy Customers 7. “Our Most Popular” Best-seller 8. Studies and Statistics 9. Press Mentions 10. Reviews 10 Ways to Offer Social Proof
  24. 24. When you say it, it’s marketing. When they say it, it’s social proof.
  25. 25. Priming
  26. 26. How to double sales…
  27. 27. source: Get closer to your customers by understanding how they make their choices
  28. 28. Priming & Anchoring
  29. 29. Before
  30. 30. Before • Four options • “∞ emails” • CTA: “Sign Up”
  31. 31. After
  32. 32. After • Three options • “Unlimited emails” • CTA: “Sign Up”
  33. 33. +500% Increase in conversionssource: Copy Hackers
  34. 34. + 233% Conversion Rate + 40% Average Order Value + 366% Average Revenue / Click All varieties… Top seller only… source: Adlucent When too many options is a bad thing
  35. 35. Too Many Options source: 5 Easy Tips to Improve Every Blog Design
  36. 36. Loss Aversion & Scarcity
  37. 37. Pain of loss > Pleasure of Gain
  38. 38. Guess which day was the early bird deadline?
  39. 39. Movement > Images > Text
  40. 40. We want what what we can’t have
  41. 41. Ad Customizers Create Urgency
  42. 42. Operators are standing by. Please call now. Save your data. Tickets available now. If operators are busy, please call again. Don’t Lose your data. It sold out last time. Language of Scarcity and Loss
  43. 43. 1. Rebates 2. Trial Periods 3. Free Samples 4. Early Bird Registration 5. Countdown Clocks 6. Limited Supply Remind readers what they’ll miss, risk or lose by not choosing you. 6 Ways to Leverage Loss / Safety
  44. 44. #FOMO
  45. 45. Not sure if you really want a dog? No problem. Just take it home for a few days. If it doesn’t work out? Just bring it back. No questions asked... The ‘Puppy-Dog Close’ Technique
  46. 46. Contrast source: Ted.com “Nancy Duarte: The secret structure of great talks”
  47. 47. Reciprocity
  48. 48. Give them what they want first... Then they might give you what you want.
  49. 49. Source: Groove HQ
  50. 50.  Subscribed to blog by feed / email  Put them into Talkwalker and Newsle  Google+: Add to circle  Twitter: Follow  Twitter: Add to a “radar” list Part One: LISTEN source: Online Networking Guide, Orbit Media
  51. 51.  Favorite their tweets  +1 their posts  Comment on their blog  Like comments on other blogs Part Two: ENGAGE source: Online Networking Guide, Orbit Media
  52. 52.  Connect on LinkedIn  Like LinkedIn posts, mention them  Endorse on LinkedIn  Write a recommendation on LinkedIn  Send friend request on Facebook  Like Facebook posts, mention them Part Three: CONNECT source: Online Networking Guide, Orbit Media
  53. 53.  Follow on Medium, Quora, Instagram, Yelp, MeetUp, Storify, Listly, Blab, etc.  Follow on apps like Spotify, Runkeeper, FitBit etc.  *REVIEW PODCAST on iTunes  *REVIEW BOOK on Amazon Part Four: EXTRA MILE source: Online Networking Guide, Orbit Media
  54. 54.  Mention them in your content  Get a contributor quote  Include them in an expert roundup  Deep dive interview Part Five: COLLABORATE source: Online Networking Guide, Orbit Media
  55. 55.  Phone call, Skype or Google+ Hangout  Face-to-face meeting  Hand-written thank you note Part Six: FRIENDSHIP! source: Online Networking Guide, Orbit Media
  56. 56. Source: Groove HQ
  57. 57. 1. Free Download or “Value Add” 2. Holiday and Birthday Gifts 3. Influencer Marketing 4. Useful Content! You must first give something of value in order to receive something in return 4 Ways to Leverage Reciprocity
  58. 58. Writing Tips
  59. 59. source: Conductor: 5 Data Insights Into the Headlines Readers Click Use Numbers
  60. 60. Headline Preferences by Gender
  61. 61. Source: Native Advertising Leaderboard
  62. 62. Source: the Guardian, Native Advertising Leaderboard • 15 Things We Did At School That Future Students Will Never Understand • 13 Reasons Cats Hate Christmas • 13 Things You Didn’t Know You Needed for Game Day • 9 Quirky Gifts for Gadget Lovers • 13 Reasons Gamer Dads are the Best Dads Odd Numbers = 20% More Clicks
  63. 63. Readers have higher attention and retention for items at the beginning and end of lists List Order: Serial Position Effect
  64. 64. • More formal • Longer (polysyllabic) • Fancy, proper Examples acquire, transmit, construct, resist, deposit, imitate, determined Latinate Words
  65. 65. • Less formal • Short (often monosyllabic) • Forceful, direct Examples get, send, build, stop, put, mock, set Anglo-Saxon W
  66. 66. Success rates after rewriting a health care site for an 8th grade level readability… source: NN Group, Lower-Literacy Users: Writing for a Broad Consumer Audience Word Choice: Short, Simple.
  67. 67. source: LA Times 1 in 10 Americans Think HTML is an STD
  68. 68. Content that evokes specific emotions is more likely to be shared… source Headlines: Emotions Get Shared
  69. 69. source: Advanced Marketing Institute Headline Analyzer
  70. 70. source: OK Dork / Co-Schedule Average EMV Score and Shares
  71. 71. source: 5 Easy Tips to Improve Every Blog Design Format for Readers Scanners
  72. 72. source: How Little to Users Read? NN Group Users have time to read at most 28% of the words during an average visit; 20% is more likely. Types of Formatting
  73. 73. • Header and Subheaders • Bullet Lists and Numbered Lists • Bolding and Italics • Internal Links • Multiple Images Types of Formatting
  74. 74. Visual Tips
  75. 75. source: ”Pictorial Superiority Effect” Brain Rules, Dr. John Medina Pictures Improve Learning
  76. 76. Are articles by neuroscientists more credible when they include images of fMRI brain scans? What if the image is irrelevant? Use of Images
  77. 77. Source: Neuromarketing, Brain Image Bias Pictures = Persuation
  78. 78. source: Twitter Media Blog, March 2014
  79. 79. source: Social Bakers, March 2014
  80. 80. source: 2015 Blogger Survey What Media are Bloggers Adding?
  81. 81. Source: Techwys, Heatmaps for Improved Landing Page Conversion Colors, Trucks and Hedwig von Restorff
  82. 82. Source: Techwys, Heatmaps for Improved Landing Page Conversion Colors, Trucks and Hedwig von Restorff
  83. 83. Action Colors and Conversions
  84. 84. We’re hardwired to look at faces source: Batki et al, 2000
  85. 85. Eye Tracking Studies Show...
  86. 86. ...you look where they look!
  87. 87. pessimist?
  88. 88. “If a one kilometer asteroid had approached the Earth on a collision course at any time in human history before the early twenty-first century, it would have killed at least a substantial proportion of all humans.” “If a one kilometer asteroid had approached the Earth on a collision course at any time in human history before the early twenty-first century, it would have killed at least a substantial proportion of all humans.” Baskerville... Comic Sans...
  89. 89. Source: New York Times, Hear, All Ye People; Hearken, O Earth. Baskerville, the most credible font...
  90. 90. Results May Vary
  91. 91. Google Analytics Reporting...
  92. 92. Google Analytics Analysis...
  93. 93. IDEA QUESTION ANSWER ACTION! ANALYZE Google Analytics Analysis...
  94. 94. source: Michael Aagaard
  95. 95. source: Michael Aagaard
  96. 96. source: Michael Aagaard
  97. 97. • List of Cognitive Biases (Wikipedia) • Web Design Tips Based on Brain Science • 15 behavioral marketing posts you shouldn’t miss • Stanford Web Credibility Lab • List of 81 Neuromarketing Books Anything by… • Robert Cialdini • Gregory Ciotti • Roger Dooley • @HiddenBrain More brains...
  98. 98. Thank you! Andy Crestodina Strategic Director | @crestodina Content Chemistry, The Illustrated Guide to Content Marketing Learn more here:

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