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Andy Crestodina
@crestodina
#wineweb
Neuromarketing
Wine & Web #45
• How to effectively use social proof:
herds, halos, and credibility on your site
• Understand the importance of context,
contrast, and color
• Use text and images in ways that aligns
with the psychology of your visitors
You’re about to learn…
Persuasion Research… Social Influence
Research… Cognitive Bias Research…
Social Psychology… Brain Scan Studies…
MRI Research… Non-Rational,
Unconscious Decision Making…
Sociology… Eye-Tracking Studies…
Behavioral Economics… Behavioral
Science… Brain Science… Social
Neuroscience… Neuromarketing!
Which sign will keep
him on the path?
"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.”
"Please don't go off the established paths and trails, in
order to protect the Sequoias and natural vegetation in
this park.”
"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.”
"Please don't go off the established paths and trails, in
order to protect the Sequoias and natural vegetation in
this park.”
Others’ behavior, Positive
Others’ behavior, Negative
Desired behavior, Positive
Desired behavior, Negative
Which sign worked?
Source: Pat Winter, PhD,
SOCIAL PROOF
“When people are free to do
as they please, they usually
imitate each other.”
Eric Hoffer
Social Philosopher
Endorsement from Influencer
Trust from Awards and Memberships
Testimonials = supportive evidence
Never make a testimonials page
Call to Action Conform
Signup Box Best Practices
1.Prominence
2.Promise
3.Proof!
Before…
After…
1900% increase. Not bad!
Everybody’s doing it!
As seen in…
As seen in…
Social Media Widgets
Social Proof Can Backfire!
1. Testimonials
2. Endorsements
3. Social Media Shares
4. Social Media Widgets
5. Certifications
6. Number of Happy Customers
7. “Our Most Popular” Best-seller
8. Studies and Statistics
9. Press Mentions
10. Reviews
10 Ways to Offer Proof
“When you say it, it’s marketing…
When they say it, it’s social proof.”
PRIMING
How to double sales…
source: Get closer to your customers by understanding how they make their choices
Priming & Anchoring
More is Less
+ 233% Conversion Rate
+ 40% Average Order Value
+ 366% Average Revenue / Click
All varieties…
Top seller only…
source: Adlucent
Don’t give too many options on landing pages!
Too Many Options
source: 5 Easy Tips to Improve Every Blog Design
LOSS AVERSION
& SCARCITY
pain of loss > pleasure of gain
Operators are standing by.
Please call now.
Save your data.
Tickets available now.
Buy now and save $10.
Language of Scarcity and Loss
If operators are busy,
please call again.
Don’t Lose your data.
It sold out last time.
Don’t throw away $10.
1. Rebates
2. Trial Periods
3. Free Samples
4. Early Bird Registration
5. Countdown Clocks
6. Limited Supply
6 Ways to Leverage Loss/Safety
Remind readers what they’ll
miss, risk or lose by not choosing you.
#FOMO
Contrast
source: Ted.com “Nancy Duarte: The secret structure of great talks”
RECIPROCITY
“Give them what they want first…
Then they might give you what you want.”
Source: Groove HQ
 Follow blogger on Twitter
 Retweet blogger
 Favorite a tweet
 Mentioned blogger in a tweet
 Followed on Quora, Instagram, etc.
 Subscribed to blog via feed / email
Hi there! (part 1)
source: Online Networking Guide: 35 Ways to Connect With Anyone
Hi there! (part 2)
 Commented on their blog
 Liked bloggers comment on
G+/Disqus/Livefyre
 Added them to a G+ Circle
 +1’d bloggers content on G+
 Friend on Facebook
 Like their content on Facebook
source: Online Networking Guide: 35 Ways to Connect With Anyone
Hi there! (part 3)
 Invite to connect on LinkedIn
 Mention / linked to them from your
blog / website
 Email them
 Phone call / Skype / G+ Hangout
 Meet in person
 COLLABORATE!
source: Online Networking Guide: 35 Ways to Connect With Anyone
Hi there! (extra credit)
 Amazon review for authors
 iTunes review for podcasters
source: Online Networking Guide: 35 Ways to Connect With Anyone
Keep them on Twitter ‘Radar’
Create a ‘Watch List’ Feedly
Google+ Circles of Influencers
Cross the Streams
…the strength of weak connections!
First, publish…
Next, see who shared it…
1. Publish…
2. Share here…
3. Say thanks there!
Source: Groove HQ
Your Site as a Networking Tool
1. Free Download or “Value Add”
2. Holiday and Birthday Gifts
3. Influencer Marketing
4. Useful Content!
4 Ways to Leverage Reciprocity
You must first give something of value
in order to receive something in return
WRITING TIPS
List Order: Serial Position Effect
Readers have higher attention and retention
for items at the beginning and end of lists
Use Numbers
source: Conductor: 5 Data Insights Into the Headlines Readers Click
Headline Preferences by Gender
Source: Native Advertising Leaderboard
Source: the Guardian, Native Advertising Leaderboard
Odd Numbers: 20% More Clicks
• 15 Things We Did At School That Future Students Will Never
Understand
• 13 Reasons Cats Hate Christmas
• 13 Things You Didn’t Know You Needed for Game Day
• 9 Quirky Gifts for Gadget Lovers
• 13 Reasons Gamer Dads are the Best Dads
Format for Readers Scanners
source: 5 Easy Tips to Improve Every Blog Design
• Header and Subheaders
• Bullet Lists and Numbered Lists
• Bolding and Italics
• Internal Links
Types of Formatting
VISUAL TIPS
source: ”Pictorial Superiority Effect” Brain Rules, Dr. John Medina
Pictures Improve Learning
Information retention after 72 hours…
Remembered
Forgot
10% retention
without image
65% retention
with an image
source: Social Bakers, March 2014
source: Twitter Media Blog, March 2014
Percent Change in Retweets
What Media Are Bloggers Adding?
source: Survey of 1000+ Bloggers, Orbit Media
Colors, Trucks and Hegwig Von Restorff
Source: Techwys, Heatmaps for Improved Landing Page Conversion
We’re hardwired to look at faces
source: Batki et al, 2000
Action Colors & Conversions
Eye Tracking Studies show…
…you look where they look!
pessimist?
Baskerville…
“If 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.”
“If 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.”
Comic Sans…
Source: New York Times, Hear, All Ye People; Hearken, O Earth.
Baskerville, the most credible font
More Brains…
• List of Cognitive Biases (Wikipedia)
• Web Design Tips Based on Brain Science
• 15 behavioral marketing posts you shouldn’t miss
• Stanford Web Credibility Lab
• List of 81 Neuromarketing Books
Anything by…
• Robert Cialdini
• Gregory Ciotti
• Roger Dooley
• Derek Halpern
These might help…
Thank you!
Andy Crestodina
@crestodina
orbitmedia.com/blog

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Neuromarketing and Content: How to Connect Directly to Visitors' Brains

  • 2. • How to effectively use social proof: herds, halos, and credibility on your site • Understand the importance of context, contrast, and color • Use text and images in ways that aligns with the psychology of your visitors You’re about to learn…
  • 3. Persuasion Research… Social Influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research… Non-Rational, Unconscious Decision Making… Sociology… Eye-Tracking Studies… Behavioral Economics… Behavioral Science… Brain Science… Social Neuroscience… Neuromarketing!
  • 4. Which sign will keep him on the path?
  • 5. "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.” "Please don't go off the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.”
  • 6. "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.” "Please don't go off the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.” Others’ behavior, Positive Others’ behavior, Negative Desired behavior, Positive Desired behavior, Negative
  • 7. Which sign worked? Source: Pat Winter, PhD,
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  • 10. “When people are free to do as they please, they usually imitate each other.” Eric Hoffer Social Philosopher
  • 12. Trust from Awards and Memberships
  • 14. Never make a testimonials page
  • 15. Call to Action Conform
  • 16. Signup Box Best Practices 1.Prominence 2.Promise 3.Proof!
  • 23. Social Proof Can Backfire!
  • 24. 1. Testimonials 2. Endorsements 3. Social Media Shares 4. Social Media Widgets 5. Certifications 6. Number of Happy Customers 7. “Our Most Popular” Best-seller 8. Studies and Statistics 9. Press Mentions 10. Reviews 10 Ways to Offer Proof
  • 25. “When you say it, it’s marketing… When they say it, it’s social proof.”
  • 27. How to double sales…
  • 28. source: Get closer to your customers by understanding how they make their choices
  • 30. More is Less + 233% Conversion Rate + 40% Average Order Value + 366% Average Revenue / Click All varieties… Top seller only… source: Adlucent Don’t give too many options on landing pages!
  • 31. Too Many Options source: 5 Easy Tips to Improve Every Blog Design
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  • 36. pain of loss > pleasure of gain
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  • 40. Operators are standing by. Please call now. Save your data. Tickets available now. Buy now and save $10. Language of Scarcity and Loss If operators are busy, please call again. Don’t Lose your data. It sold out last time. Don’t throw away $10.
  • 41. 1. Rebates 2. Trial Periods 3. Free Samples 4. Early Bird Registration 5. Countdown Clocks 6. Limited Supply 6 Ways to Leverage Loss/Safety Remind readers what they’ll miss, risk or lose by not choosing you.
  • 42.
  • 43. #FOMO
  • 44. Contrast source: Ted.com “Nancy Duarte: The secret structure of great talks”
  • 46. “Give them what they want first… Then they might give you what you want.”
  • 47.
  • 49.  Follow blogger on Twitter  Retweet blogger  Favorite a tweet  Mentioned blogger in a tweet  Followed on Quora, Instagram, etc.  Subscribed to blog via feed / email Hi there! (part 1) source: Online Networking Guide: 35 Ways to Connect With Anyone
  • 50. Hi there! (part 2)  Commented on their blog  Liked bloggers comment on G+/Disqus/Livefyre  Added them to a G+ Circle  +1’d bloggers content on G+  Friend on Facebook  Like their content on Facebook source: Online Networking Guide: 35 Ways to Connect With Anyone
  • 51. Hi there! (part 3)  Invite to connect on LinkedIn  Mention / linked to them from your blog / website  Email them  Phone call / Skype / G+ Hangout  Meet in person  COLLABORATE! source: Online Networking Guide: 35 Ways to Connect With Anyone
  • 52. Hi there! (extra credit)  Amazon review for authors  iTunes review for podcasters source: Online Networking Guide: 35 Ways to Connect With Anyone
  • 53. Keep them on Twitter ‘Radar’
  • 54. Create a ‘Watch List’ Feedly
  • 55. Google+ Circles of Influencers
  • 56. Cross the Streams …the strength of weak connections!
  • 58. Next, see who shared it…
  • 59. 1. Publish… 2. Share here… 3. Say thanks there!
  • 61. Your Site as a Networking Tool
  • 62. 1. Free Download or “Value Add” 2. Holiday and Birthday Gifts 3. Influencer Marketing 4. Useful Content! 4 Ways to Leverage Reciprocity You must first give something of value in order to receive something in return
  • 64. List Order: Serial Position Effect Readers have higher attention and retention for items at the beginning and end of lists
  • 65. Use Numbers source: Conductor: 5 Data Insights Into the Headlines Readers Click
  • 68. Source: the Guardian, Native Advertising Leaderboard Odd Numbers: 20% More Clicks • 15 Things We Did At School That Future Students Will Never Understand • 13 Reasons Cats Hate Christmas • 13 Things You Didn’t Know You Needed for Game Day • 9 Quirky Gifts for Gadget Lovers • 13 Reasons Gamer Dads are the Best Dads
  • 69. Format for Readers Scanners source: 5 Easy Tips to Improve Every Blog Design
  • 70.
  • 71. • Header and Subheaders • Bullet Lists and Numbered Lists • Bolding and Italics • Internal Links Types of Formatting
  • 73.
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  • 76. source: ”Pictorial Superiority Effect” Brain Rules, Dr. John Medina Pictures Improve Learning Information retention after 72 hours… Remembered Forgot 10% retention without image 65% retention with an image
  • 78. source: Twitter Media Blog, March 2014 Percent Change in Retweets
  • 79. What Media Are Bloggers Adding? source: Survey of 1000+ Bloggers, Orbit Media
  • 80.
  • 81. Colors, Trucks and Hegwig Von Restorff Source: Techwys, Heatmaps for Improved Landing Page Conversion
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  • 89.
  • 90. We’re hardwired to look at faces source: Batki et al, 2000
  • 91.
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  • 93.
  • 94. Action Colors & Conversions
  • 96. …you look where they look!
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  • 102. Baskerville… “If 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.” “If 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.” Comic Sans…
  • 103. Source: New York Times, Hear, All Ye People; Hearken, O Earth. Baskerville, the most credible font
  • 104. More Brains… • List of Cognitive Biases (Wikipedia) • Web Design Tips Based on Brain Science • 15 behavioral marketing posts you shouldn’t miss • Stanford Web Credibility Lab • List of 81 Neuromarketing Books Anything by… • Robert Cialdini • Gregory Ciotti • Roger Dooley • Derek Halpern
  • 105.