At the DFW Search Engine Marketing Association's (DFWSEM) meeting held on February 11, 2015, Brainfluence author Roger Dooley gave an entertaining presentation on how using proven scientific methods can help you convert more customers online.

1. 14 Science-Based
Ways to Convert
More Customers
Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com
@rogerdooley

2. #DFWSEM
@rogerdooley

4. NOT
ME!

11. Marketers?

12. Honesty & Ethics
Very High/High
• Nurses – 85%
• Engineers – 70%
• Advertising – 11%
• Sales – 8%

13. CEO Trust
•CFOs – 90%
•CIOs – 90%
•CMOs – 20%

14. Why?

15. Most Marketing
& Sales
Money Is Wasted.

16. 95% - New Products
98% - Direct Mail
98% - Sales Emails
93% - Sales Calls
50% - Large Branding Campaigns

17. $4,000,000,000,000.
2015 Est. – Business Insider

18. Today’s Objective:

19. Cut your wasted
marketing spend!

20. SEO – SEM – Social

21. Via Andre Morys

22. Traffic Conversion

25. Daniel Kahneman Ronald Coase

26. Daniel Kahneman
System 1 System 2

28. 5% Conscious

29. 95% Non-conscious

30. A New Model

31. The
Persuasion
Slide
™

34. Gravity

35. Angle

36. Angle

37. Friction

39. Nudge

41. Robert Cialdini: 6 Factors

42. BJ Fogg: Behavior Model

43. Geoffrey Miller:
Evolutionary Psychology

44. Behavior Research

46. No single
theory explains
all behavior!

47. Web
Conversion

48. Gravity
• Initial Motivation
• Needs
• Wants
• Goals

49. Fighting Gravity
“Do this for us!”

50. Fighting Gravity

51. Work WITH Gravity
“We will help you!”

52. Work WITH Gravity
From iwillteachyoutoberich.com
“Make
Money!”

53. Nudge
Attention!

54. Nudges
Phone Call
Call to Action
Popup
Search Ad
Banner Ad
Email Alarm
Sign
Sales Call

55. Bad Nudge
From pawesome.com

56. chrisbrogan.com

57. From
chrisbrogan.com

59. Nudge must be seen &
start the process

60. Angle
Motivation!

61. Nudge Without Motivation

62. Conscious &
Non-Conscious Motivators

63. Conscious Motivators
Benefits
Gifts
Discounts
Features
Specifications
Prices

64. Non-conscious Motivators
Emotions Psychology
Brain Bugs

65. Include BOTH Conscious and
Non-conscious motivators!

66. Conscious: Benefits
“Typical customer saves 25%.”
“Has twice the power!”
“Money-back guarantee!”

68. Gifts & Discounts
“Free 50-page ebook!”
“$10 Starbucks card if you complete the survey!”
“20% off until midnight!”

71. No Discounts,
No Motivation

73. Problem:
Cost to Motivate
$ €

74. Non-Conscious Motivators
FREE!
Effective!

75. Dog owners?
Pet parents?

82. Liking

83. Show attributes you
share with your customer
to create “liking effect.”

85. Put “liking cues” on your
landing & home pages!

86. Copy & Content
Motivators

87. Tell Stories

91. Use stories to engage
the customer’s brain.

92. Testimonials

94. Use story testimonials
for maximum impact and
memorability.

95. Decoy Marketing

96. Subscription Offer A
$59 – Internet Only
$125 – Internet & Print
From Predictably Irrational by Dan Ariely

97. Subscription Offer A
$59 – Internet Only (68)
$125 – Internet & Print (32)
Predicted Revenue – $8,012
From Predictably Irrational by Dan Ariely

98. Subscription Offer B
$59 – Internet Only
$125 – Print Only
$125 – Internet & Print
From Predictably Irrational by Dan Ariely

99. Subscription Offer B
$59 – Internet Only (16)
$125 – Print Only
$125 – Internet & Print (85)
Predicted Revenue – $11,444
From Predictably Irrational by Dan Ariely

100. Add a less attractive offer to boost
sales of a similar offer.

103. Add a more expensive
product to boost sales
of a lower priced one.

106. Scarcity

107. Vs.

110. Make Your Own Scarcity
“Offer expires at midnight!”
“Only 25 available at this price!”

111. Creative Choices
as
Non-conscious
Motivators

112. 299$

113. 299$

114. Men Women

115. $1,299.00
1299

117. +64% - “tastier”
+100% - “definitely buy”

118. sex

119. Friction

120. Ronald Coase
Friction =
The time, money, and
effort lost in getting
what you want.

121. Difficulty:
Real and
Perceived

122. Real Friction
Form Fields
Steps in Checkout Process
Instructions
“What am I supposed to do?”
ANYTHING in Conversion Sequence

123. High
Friction

124. Low
Friction

125. High Friction

126. Near-Zero
Friction

127. Choice Architecture
Eric J. Johnson and Daniel Goldstein

128. Default Choice
Minimum Friction

129. User Experience
Friction

130. Disabled Autofill

131. “Autocomplete
tags reduce
friction!”

132. Super-strong Passwords

133. Quick Auto Logouts

134. Disappearing Form Data

135. Dumb Reply Addresses

136. Check every step of the
conversion process.

137. “Imaginary” Friction
&
Cognitive Fluency

138. Confession Site
I believe God is on IRC and that I have found
him. Sometimes I sympathize with other
prophets of the past because no one believe
me and I fear it will soon be too late to save
mankind.

139. Confession Site
I believe God is on IRC and that I have found
him. Sometimes I sympathize with other
prophets of the past because no one believe
me and I fear it will soon be too late to save
mankind.

140. More “fluent” site =
More revealing posts
Drunk Tank Pink, Alter

141. 17%
couldn’t
decide.

142. 40%
couldn’t
decide.

146. Minimize perceived friction
with simple fonts, short text, &
easy-to-read design.

147. Important:
If it’s not motivation,
it’s friction!

148. Build Your Slide!

149. Align with Gravity

150. First a Nudge

151. Maximize Angle/Motivation
Conscious
&
Non-conscious

152. Non-conscious:
almost always
costs less!

153. Minimize Friction

154. Minimizing friction almost
always costs less than
increasing motivation!

155. rogerdooley.com/dfwsem

156. If you remember just
one thing from
today…

157. Change is constant and
accelerating…

158. Communication
Huge Change in 50 Years

159. Media
Huge Change in 50 Years

160. Mobile!
Big Data!
Social
Media!

161. Our Brains
NO Change in 50,000 Years!

162. Make your marketing
work with your
customer’s brain and
how it is wired!

163. 14 Science-Based
Ways to Convert
More Customers
Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com
@rogerdooley