Interactive Day San Diego 2014

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The document discusses how the human brain has three parts - the rational neo-cortex, emotional limbic system, and instinctual reptilian brain. It argues that trying to persuade the rational brain alone will not be effective and provides strategies for websites based on how each part of the brain functions, such as limiting choices to reduce decision fatigue, anchoring on higher priced options, appealing to tribal instincts, and using visuals and images to draw attention.

Technology Business

Copyright © 2014, SiteTuners - All Rights Reserved.
That’s Irrational!
Why Trying To Persuade The Logical Brain Won’t Get Results
Tim Ash
CEO
#IDSD @tim_ash

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
• Conversion-focused website blueprints (full redesigns & quick facelifts)
• Landing page test plans & testing strategy
• Ongoing conversion management & knowledge transfer
• More than 1200 clients worldwide since 2002
About SiteTuners

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Part I
Split Personalities
(the tale of your three brains)

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash

Copyright © 2012, SiteTuners - All Rights Reserved.
http://images2.fanpop.com/image/photos/12000
000/Spock-mr-spock-12083341-1440-1080.jpg

Copyright © 2012, SiteTuners - All Rights Reserved.

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
How the Reptilian Brain Works
Is it
dangerous?
START
No
Is it novel?
Yes
Deal with it Ignore It
No
Yes
Explore It

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
The Real Sales Funnel
Neo-cortex
Limbic System
Brain Stem

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Understand How The Reptilian Brain Works
• Does things the same way and never learns
• Cares only about basic survival
• Is the gatekeeper for the other 2 brains

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Part II
Practical Strategies
(how to make money off of this stuff)

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @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

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @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”

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @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

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Most of Your Brain
is Involved in Visual Processing

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
You Have Two Types Of Vision

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Ways To Get Insights Into Visual Attention

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Eye Tracking

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Mouse Tracking

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Software Algorithm

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @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

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @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

SAVE $100•increaseyourrevenueand profit
•generatemoreleads
•land morecustomers
•boost salesandpaid memberships
•maximizeyourmarketingROI

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Express Review - Special Offer
• 45 or 90-min interactive review of landing page
• Video transcript recorded via GoToMeeting
• Includes AttentionWizard “attention heatmap” of page
http://ExpressReviewOffer.com – Starting at only $699
“IDSD” promo-code to get $100 off (order by 5/23/2014)

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Free Book Raffle – Right After The Session

Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash
Contact Info and Q&A
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

Why do we take action on certain things and pass up other offers that defy logic? The answers are now clear. Join host Byron White and guest Tim Ash, CEO of SiteTuners, on a wild ride through neuromarketing where decision making and logic collide. Learn about your three brains, and why your logical one is unlikely to turn browsers into buyers. Best of all, several lucky subscribers will put Tim and Byron to the test with a free website review offering conversion advice. Learn all this and more... What motivates your primitive self How to profit from neuromarketing Neuromarketing principals in action Live website review

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That’s Irrational! Why Trying To Persuade The Logical Brain Won’t Get Results Take a wild ride through neuromarketing and find out about the evolutionary collage inside of your head. You actually have three brains, and appealing to logical one is unlikely to produce results. Learn what motivates your primitive self, and how to profit from these insights from noted conversion rate optimization expert Tim Ash!

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2. Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash • Conversion-focused website blueprints (full redesigns & quick facelifts) • Landing page test plans & testing strategy • Ongoing conversion management & knowledge transfer • More than 1200 clients worldwide since 2002 About SiteTuners

12. Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash Understand How The Reptilian Brain Works • Does things the same way and never learns • Cares only about basic survival • Is the gatekeeper for the other 2 brains

16. Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @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

20. Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @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”

24. Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @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

47. Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @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

48. Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @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

49. SAVE $100•increaseyourrevenueand profit •generatemoreleads •land morecustomers •boost salesandpaid memberships •maximizeyourmarketingROI

50. Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash Express Review - Special Offer • 45 or 90-min interactive review of landing page • Video transcript recorded via GoToMeeting • Includes AttentionWizard “attention heatmap” of page http://ExpressReviewOffer.com – Starting at only $699 “IDSD” promo-code to get $100 off (order by 5/23/2014)

52. Copyright © 2014, SiteTuners - All Rights Reserved. #IDSD @tim_ash Contact Info and Q&A 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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