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Brain Based Conversion - NeuroMarketing

Learn brain based Neurology and Psychology concepts marketers can apply to their strategies and tactics to increase conversions.

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Brain Based Conversion - NeuroMarketing
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Brain Based Conversion - NeuroMarketing

Editor's Notes

  1. - Going fast = NYE Resolution - Interactive
  2. - strip away all the tactics and strategies - core of why marketing exists…   - Think conceptually… … What is our goal as marketers? [call on people]
  3. Human Behavior! Our job is to get trigger action in other people to behave a certain wayWhether that be....
  4. Visiting our businesses and making purchases
  5. - Visit website - Click CTA - Download content
  6. - Follow on social - RSS Subscription - Newsletter sign up
  7. Why do we, as humans, do the things we do? - Why do we choose one brand over another? - WHY do we buy certain products? ---> How can we as marketer’s influence those behaviors?
  8. Well over the next 35 minutes, these, and other questions we’ll be exploring. So join me my friends as we talk about; “Brain Based Conversions”.
  9. Biology Lesson ---- ** QUIZ **
  10. - sets us apart from most of the other animals.
  11. NO Capacity for Language
  12. Who caught the problem that [ask the crowd] - Behavior = NO Language - Stats = doesn’t drive behavior
  13. - Collecting information / Data - Develop our products - Tailor our marketing - Make informed decisionsIS SKEWED!
  14. - Not the root cause. - Simply Rationalization - We all have gut feelings. Facts... but doesn’t feel right. = Conflict
  15. What are we suppose to do as marketers?
  16. - More marketing related studies going on in the neuroscience and psychology fields. - Shedding a great deal of light on this topic - Share Concepts = work on- offline, products, in-store, etc.
  17. 5 MINUTES ------ Not how to build, but key considerations
  18. Everyone’s brain is different = Obvious - Biology = gender and age change thought Use info = adapt marketing
  19. Evolutional = raising offspring. ---- - Emotional & Empathy = Mirror Neurons = Not sparked by rational - More accute to tone and nonverbals than men - Flip Tasks & use both left and right - Oxytocin = Socially Driven = Community acts
  20. Evolution = quickly learn, invent and create hunting tools. ----- - Studies show beautiful women cause men to skew shorter timing and become impulsive. - Studies show bottleneck in language processing = keep wording simple
  21. - NOT bad Memory - Distractions overwhelm - Less negative, and bounce back from negative quicker. - [amygdala = fear, happiness, anger] better to positive statements, not neg. - They don’t sweat about the small stuff - They don’t like quick snippets or quick facts. Spend the time educating.
  22. Not directly tied with brain’s Dutch - 1991 - Hofstede
  23. VERY IMPORTANT and can be applied to: - Copywriting / Images / Video - Marketing strategy - Branding --------- 11 Minutes ---------
  24. Testimonials Case Studies Awards High profile clients Speaking / Writing Partner with Authorities
  25. Study done - 2 restaurants - long line / no line - social proof ---- Number of customers Community Favorite User Photos/Videos Reviews / Ratings Social Media Community
  26. Who’s ever had this happen- Friend’s birthday and no gift. Your birthday = gift. And you feed bad? ---- Content Offers Sharing other’s content Random acts of kindness
  27. Content offers Use a countdown Invite Only Groups
  28. guilt.com
  29. Traveling... hear american accent Trust, core values and are influenced - Images / Video on site - Testimonials - Team members
  30. Reticular Activation System or RAS ------- - 2 Billion bits = 1 second. - Sanity = RAS = Decides what data to pass through to your brain. ---- 2 Take aways....
  31. The First principle = Fight .... ------ Ask audience ------ ** ATTENTION! *** Wasn’t hard enough -> how many use phone while TV?
  32. 77% use multiple de Reticular Activation System pulls in our attention based on 4 main categories.
  33. Sub-Saharan Desert = Predator ---------------- Show, don’t tell = Video important info JS Animation / Hover Slide ups Lightly Animated CTA [not 1990’s]
  34. Evolved looking for ways to improve our survival. -------------- - The word “NEW” pulls our attention. Find ways to develop this into your marketing [auto industry] - Contrast = colors, sizes, sounds, etc. Boost novelty - Novelty has an expiration date... after time we become bored with it. Must continue to reinvent. [idea behind new car models] - Don’t overload - users can become fatigued and discard them all.
  35. - styles tab = edit form styling = no designers
  36. How to crack a coconut ------- Puzzles Mysteries Interpretation Not too hard
  37. Reticular Activation System or RAS --- Second principle = Don’t distract / Overwhelm - Simple: colors, text, images - Make your website a place for brains to focus in a chaotic world - Clear of Clutter and lots of text. - Important for older brains ...... many of the modern design standards represent this.
  38. Simple call to actions
  39. Simple Landing Pages - Free from distractions - Removed menu,
  40. NeuroMarketing tactics to consider when selecting your creative. Your Videos and photos HUGE! Speaks directly to the subconcious [because doesn’t like words/language]
  41. Video = Focus on Reaction ----- -- Why? You didn’t fall. Sitting here = Pain -- Where did you feel this?
  42. 1991 - Mirror Neurons. -- Same parts of your brain fire -- Have b/c learn faster [building fire, etc] Why Fake laughing.
  43. - Show Consumption - Text activate = Use [verbs & action] - Life after use - let them see how great life is after use
  44. [car dealer video: 87 sec - 143 sec]
  45. FACES ----- TEST - What do you look at first
  46. - Use on website - Call to actions - Landing Pages
  47. You can even use others to direct our attention.
  48. - 50-60% of communication is nonverbal. We pick up these ques! -
  49. what principles do you see KissMetrics implementing? - Simple - 1-1 Conversion ratio - Faces
  50. - We’re not neuroscientists - We don’t have equipment -------- - How do we do this in our process? -------- ** HORRIBLE STOCK ART ***
  51. - Brain = complex - Still learning - Scientifically Proven concepts - Tailoring to the brain may take creativity - BIG impact & drive behavior