Startup Marketing Conference - October 23, 2014

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. #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. #StartupMarketingConf #CRO @tim_ash

4. #StartupMarketingConf #CRO @tim_ash Part I Split Personalities (the tale of your three brains)

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

22. #StartupMarketingConf #CRO @tim_ash The Old Sales Funnel

23. #StartupMarketingConf #CRO @tim_ash The New Sales Funnel Neo-cortex Limbic System Brain Stem

24. #StartupMarketingConf #CRO @tim_ash Part II Practical Strategies (how to make money off of this stuff)

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

32. #StartupMarketingConf #CRO @tim_ash $59 $125 $125 16% 0% 84% Three choice scenario

33. #StartupMarketingConf #CRO @tim_ash $59 $125 68% 32% Two choice snenario -30%

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

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

40. #StartupMarketingConf #CRO @tim_ash Most of Your Brain is Involved in Visual Processing

41. #StartupMarketingConf #CRO @tim_ash You Have Two Types Of Vision

50. #StartupMarketingConf #CRO @tim_ash ?

57. #StartupMarketingConf #CRO @tim_ash The Visual Hierarchy Text Images Motion

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. #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. #StartupMarketingConf #CRO @tim_ash Part III Full Circle (back to inner space)

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. #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. #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

Startup Marketing Conference - October 23, 2014

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Startup Marketing Conference - October 23, 2014