Call it neuromarketing. Call it behavioral economics. Call it Jedi mind tricks. Whatever you call it: brain science and marketing go together. And anyone can learn how to do it.
In this session, Andy will review the research and then show how to create web marketing that works with natural, human behavioral tendencies.
Social proof: herds, halos and credibility
Fear, Loss and calls-to-action
How to write for busy minds
Context, contrast and the power of "anchors"
He'll reveal secrets of marketing masters with specific actions and outcomes based on brain science and behavioral marketing research. If there are humans in your target audience, this presentation is for you.
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.ā
"Please don't go off the established paths and trails, in
order to protect the Sequoias and natural vegetation in
this park.ā
5. "The vast majority of past visitors have stayed on the
established Othersā paths and behavior, trails, helping Positive
to preserve the
natural state of the Sequoias and vegetation in this park."
"Many past visitors have gone off the established paths
and trails, Othersā changing the behavior, natural state Negative
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.ā
Desired behavior, Positive
"Please don't go off the established paths and trails, in
order to protect the Sequoias and natural vegetation in
this park.ā
Desired behavior, Negative
24. 10 Ways to Offer Proof
1. Testimonials
2. Endorsements
3. Social Media Shares
4. Social Media Widgets
5. Certifications
6. Number of happy customers
7. āOur most popularā Best-seller
8. Studies and Statistics
9. Press Mentions
10. Reviews
25. āWhen you say it, itās marketingā¦
When they say it, itās social proof.ā
30. More is Less
Donāt give too many options on landing pages!
All varietiesā¦
Top seller onlyā¦
+ 233% Conversion Rate
+ 40% Average Order Value
+ 366% Average Revenue / Click
source: Adlucent
31. Too Many Options
source: 5 Easy Tips to Improve Every Blog Design
39. Language of Scarcity and Loss
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Buy now and save $10.
If operators are busy,
please call again.
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Donāt throw away $10.
40. 6 Ways to Leverage Loss/Safety
1. Rebates
2. Trial Periods
3. Free Samples
4. Early bird registration
5. Countdown Clocks
6. Limited Supply
Remind readers what theyāll
miss, risk or lose by not choosing you.
44. List Order: Serial Position Effect
Readers have higher attention and retention
for items at the beginning and end of lists
45. Word Choice: Short, Simple
Success rates after rewriting a health care site
for an 8th grade level readabilityā¦
source: NN Group, Lower-Literacy Users: Writing for a Broad Consumer Audience
46. Headlines: Emotions Get Shared
Content that evokes specific emotions
is more likely to be sharedā¦
source: What makes online content go viral?
47. Format for Readers Scanners
source: 5 Easy Tips to Improve Every Blog Design
63. Baskervilleā¦
āIf 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.ā
Comic Sansā¦
āIf 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.ā
64. Baskerville, the most credible font
Source: New York Times, Hear, All Ye People; Hearken, O Earth.
65. More Brainsā¦
ā¢ List of Cognitive Biases (Wikipedia)
ā¢ Web Design Tips Based on Brain Science
ā¢ 15 behavioral marketing posts you shouldnāt miss
ā¢ Stanford Web Credibility Lab
ā¢ List of 81 Neuromarketing Books
Anything byā¦
ā¢ Robert Cialdini
ā¢ Gregory Ciotti
ā¢ Derek Halpern