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Startup Marketing Conference - October 23, 2014

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Startup Marketing Conference is the ONLY digital and lean marketing education event for startups and innovation teams that is focused on growth. This fall's program features a robust agenda , offering a wide range of topics to suit all experience levels and budgets.

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Startup Marketing Conference - October 23, 2014

  1. 1. #StartupMarketingConf #CRO @tim_ash Conversion Hacking The Brain: How to Increase ROI by Being Irrational Tim Ash – CEO, SiteTuners San Francisco - October 23, 2014
  2. 2. #StartupMarketingConf #CRO @tim_ash About SiteTuners • San Diego based conversion rate optimization agency •Large and small company clients worldwide Practice areas: –Landing page test plans & testing strategy development –Conversion-focused website blueprints (full redesigns & quick facelifts) –Ongoing conversion management, knowledge transfer & training
  3. 3. #StartupMarketingConf #CRO @tim_ash
  4. 4. #StartupMarketingConf #CRO @tim_ash Part I Split Personalities (the tale of your three brains)
  5. 5. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  6. 6. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  7. 7. Copyright © 2012, SiteTuners - All Rights Reserved. http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg
  8. 8. Copyright © 2012, SiteTuners - All Rights Reserved. http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg
  9. 9. Copyright © 2012, SiteTuners - All Rights Reserved. http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg
  10. 10. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  11. 11. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  12. 12. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  13. 13. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  14. 14. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  15. 15. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  16. 16. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  17. 17. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  18. 18. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  19. 19. Copyright © 2012, SiteTuners - All Rights Reserved.
  20. 20. #StartupMarketingConf #CRO @tim_ash How the Brain Actually Works Is it dangerous? START No Is it novel? Yes Deal with it Ignore It No Yes Consciously Explore It
  21. 21. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  22. 22. #StartupMarketingConf #CRO @tim_ash The Old Sales Funnel
  23. 23. #StartupMarketingConf #CRO @tim_ash The New Sales Funnel Neo-cortex Limbic System Brain Stem
  24. 24. #StartupMarketingConf #CRO @tim_ash Part II Practical Strategies (how to make money off of this stuff)
  25. 25. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  26. 26. #StartupMarketingConf #CRO @tim_ash
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  28. 28. #StartupMarketingConf #CRO @tim_ash 1 - What you need to know •Making choices tires the brain and can make subsequent decision making difficult •Help guide customers (wizards – not filtering) •Do not overwhelm •Remove similar choices
  29. 29. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  30. 30. #StartupMarketingConf #CRO @tim_ash
  31. 31. #StartupMarketingConf #CRO @tim_ash
  32. 32. #StartupMarketingConf #CRO @tim_ash $59 $125 $125 16% 0% 84% Three choice scenario
  33. 33. #StartupMarketingConf #CRO @tim_ash $59 $125 68% 32% Two choice snenario -30%
  34. 34. #StartupMarketingConf #CRO @tim_ash 2 - What you need to know •We anchor on the first thing we see •Add a new high-end item (which will not sell well) •Show in decreasing price order •Sales of reasonable compromise will increase •Irrational anchors can be put in the “lobby” •Changing the context of your offer can have a big effect
  35. 35. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  36. 36. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  37. 37. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  38. 38. #StartupMarketingConf #CRO @tim_ash 3 - What you need to know •People are tribal •Some tribes are self-selected •We care more about people similar to us •Look the part •Communicate your values with editorial tone •Don’t worry about alienating outsiders
  39. 39. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  40. 40. #StartupMarketingConf #CRO @tim_ash Most of Your Brain is Involved in Visual Processing
  41. 41. #StartupMarketingConf #CRO @tim_ash You Have Two Types Of Vision
  42. 42. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  43. 43. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  44. 44. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  45. 45. #StartupMarketingConf #CRO @tim_ash
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  50. 50. #StartupMarketingConf #CRO @tim_ash ?
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  54. 54. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  55. 55. #StartupMarketingConf #CRO @tim_ash
  56. 56. #StartupMarketingConf #CRO @tim_ash
  57. 57. #StartupMarketingConf #CRO @tim_ash The Visual Hierarchy Text Images Motion
  58. 58. #StartupMarketingConf #CRO @tim_ash 4 - What you need to know •Visual processing is very powerful & quick •Draw attention to offers with strong visuals •Use people carefully to support calls-to-action •Don’t use unnecessary motion or animation •Test and refine how you deploy video
  59. 59. #StartupMarketingConf #CRO @tim_ash Summary 1.Create a small number of clear choices 2.Use a big anchor 3.Be in my cultural tribe 4.Understand the power of visuals
  60. 60. #StartupMarketingConf #CRO @tim_ash Part III Full Circle (back to inner space)
  61. 61. #StartupMarketingConf #CRO @tim_ash
  62. 62. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  63. 63. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  64. 64. Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
  65. 65. #StartupMarketingConf #CRO @tim_ash
  66. 66. #StartupMarketingConf #CRO @tim_ash
  67. 67. #StartupMarketingConf #CRO @tim_ash
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  70. 70. #StartupMarketingConf #CRO @tim_ash
  71. 71. SAVE $400 • increase your revenue and profit • generate more leads • land more customers • boost sales and paid memberships • maximize your marketing ROI May 13-14, 2015 Rio All-suites Hotel & Casino
  72. 72. #StartupMarketingConf #CRO @tim_ash Get a Free 15-minute Conversion Review •Interactive review of your key conversion paths •Conducted by SiteTuners conversion staff •Identify key segments and opportunities for customization •Video transcript recorded via GoToMeeting •Offer good only for companies generating at least $1 million annually in online revenue. New customers only please. Limited Availability – first 3 to sign up To take advantage of this FREE offer you must schedule by October 24, 2014 Bit.ly/CROreview
  73. 73. #StartupMarketingConf #CRO @tim_ash Contact Info tim@sitetuners.com (619) 990-9062 mobile (619) 223-8020 work PST twitter @tim_ash www.linkedin.com/in/timash facebook.com/tim.ash1 skype tim_ash1

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