SlideShare a Scribd company logo
Andy Crestodina 
@crestodina 
orbitmedia.com/blog
Persuasion Research…
Persuasion Research… Social influence 
Research…
Persuasion Research… Social influence 
Research… Cognitive Bias Research…
Persuasion Research… Social influence 
Research… Cognitive Bias Research… 
Social Psychology…
Persuasion Research… Social influence 
Research… Cognitive Bias Research… 
Social Psychology… Brain Scan Studies…
Persuasion Research… Social influence 
Research… Cognitive Bias Research… 
Social Psychology… Brain Scan Studies… 
MRI Research…
Persuasion Research… Social influence 
Research… Cognitive Bias Research… 
Social Psychology… Brain Scan Studies… 
MRI Research… Non-Rational, 
Unconscious Decision Making…
Persuasion Research… Social influence 
Research… Cognitive Bias Research… 
Social Psychology… Brain Scan Studies… 
MRI Research… Non-Rational, 
Unconscious Decision Making… 
Sociology…
Persuasion Research… Social influence 
Research… Cognitive Bias Research… 
Social Psychology… Brain Scan Studies… 
MRI Research… Non-Rational, 
Unconscious Decision Making… 
Sociology… Eye-Tracking Studies…
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…
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…
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…
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…
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?
Jedi Marketing Tricks 
“These are not the droids 
your looking for…” 
Obi-Wan Kenobi
"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 Others’ paths and behavior, trails, helping Positive 
to preserve the 
natural state of the Sequoias and vegetation in this park." 
"Many past visitors have gone off the established paths 
and trails, Others’ changing the behavior, natural state Negative 
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.” 
Desired behavior, Positive 
"Please don't go off the established paths and trails, in 
order to protect the Sequoias and natural vegetation in 
this park.” 
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
source: Baymard Site Seal Trust Report
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!
10 Ways to Offer Proof 
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
“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 
Don’t give too many options on landing pages! 
All varieties… 
Top seller only… 
+ 233% Conversion Rate 
+ 40% Average Order Value 
+ 366% Average Revenue / Click 
source: Adlucent
Too Many Options 
source: 5 Easy Tips to Improve Every Blog Design
LOSS AVERSION 
& SCARCITY
pain of loss > pleasure of gain
Language of Scarcity and Loss 
Operators are standing by. 
Please call now. 
Save your data 
Tickets available now. 
Buy now and save $10. 
If operators are busy, 
please call again. 
Don’t Lose your data. 
It sold out last time. 
Don’t throw away $10.
6 Ways to Leverage Loss/Safety 
1. Rebates 
2. Trial Periods 
3. Free Samples 
4. Early bird registration 
5. Countdown Clocks 
6. Limited Supply 
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”
WRITING TIPS
List Order: Serial Position Effect 
Readers have higher attention and retention 
for items at the beginning and end of lists
Word Choice: Short, Simple 
Success rates after rewriting a health care site 
for an 8th grade level readability… 
source: NN Group, Lower-Literacy Users: Writing for a Broad Consumer Audience
Headlines: Emotions Get Shared 
Content that evokes specific emotions 
is more likely to be shared… 
source: What makes online content go viral?
Format for Readers Scanners 
source: 5 Easy Tips to Improve Every Blog Design
VISUAL TIPS
Use of Images 
Are articles by 
neuroscientists 
more credible 
when they include 
images of fMRI 
brain scans? 
What if the image 
is irrelevant?
Yes. Pictures = Persuasion 
Source: Neuromarketing, Brain Image Bias
Colors, Trucks and Hegwig Von Restorff 
Source: Techwys, Heatmaps for Improved Landing Page Conversion
Action Colors & Conversions
Eye Tracking Studies show…
…you look where they look!
Are you an optimist? Or 
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.” 
Comic Sans… 
“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.”
Baskerville, the most credible font 
Source: New York Times, Hear, All Ye People; Hearken, O Earth.
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 
• Derek Halpern
Andy Crestodina 
@crestodina 
orbitmedia.com/blog

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Neuromarketing: The Brain Science of Web Marketing

  • 1. Andy Crestodina @crestodina orbitmedia.com/blog
  • 3. Persuasion Research… Social influence Research…
  • 4. Persuasion Research… Social influence Research… Cognitive Bias Research…
  • 5. Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology…
  • 6. Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies…
  • 7. Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research…
  • 8. Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research… Non-Rational, Unconscious Decision Making…
  • 9. Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research… Non-Rational, Unconscious Decision Making… Sociology…
  • 10. Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research… Non-Rational, Unconscious Decision Making… Sociology… Eye-Tracking Studies…
  • 11. 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…
  • 12. 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…
  • 13. 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…
  • 14. 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…
  • 15. 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!
  • 16. Which sign will keep him on the path?
  • 17. Jedi Marketing Tricks “These are not the droids your looking for…” Obi-Wan Kenobi
  • 18. "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.”
  • 19. "The vast majority of past visitors have stayed on the established Others’ paths and behavior, trails, helping Positive to preserve the natural state of the Sequoias and vegetation in this park." "Many past visitors have gone off the established paths and trails, Others’ changing the behavior, natural state Negative 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.” Desired behavior, Positive "Please don't go off the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.” Desired behavior, Negative
  • 20. Which sign worked? Source: Pat Winter, PhD,
  • 22.
  • 23. “When people are free to do as they please, they usually imitate each other.” Eric Hoffer Social Philosopher
  • 25. Trust from Awards and Memberships
  • 26. source: Baymard Site Seal Trust Report
  • 28. Never make a testimonials page
  • 29. Call to Action Conform
  • 30. Signup Box Best Practices 1.Prominence 2.Promise 3.Proof!
  • 37. Social Proof Can Backfire!
  • 38. 10 Ways to Offer Proof 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
  • 39. “When you say it, it’s marketing… When they say it, it’s social proof.”
  • 41. How to double sales…
  • 42. source: Get closer to your customers by understanding how they make their choices
  • 44. More is Less Don’t give too many options on landing pages! All varieties… Top seller only… + 233% Conversion Rate + 40% Average Order Value + 366% Average Revenue / Click source: Adlucent
  • 45. Too Many Options source: 5 Easy Tips to Improve Every Blog Design
  • 46. LOSS AVERSION & SCARCITY
  • 47.
  • 48.
  • 49.
  • 50. pain of loss > pleasure of gain
  • 51.
  • 52.
  • 53. Language of Scarcity and Loss Operators are standing by. Please call now. Save your data Tickets available now. Buy now and save $10. If operators are busy, please call again. Don’t Lose your data. It sold out last time. Don’t throw away $10.
  • 54. 6 Ways to Leverage Loss/Safety 1. Rebates 2. Trial Periods 3. Free Samples 4. Early bird registration 5. Countdown Clocks 6. Limited Supply Remind readers what they’ll miss, risk or lose by not choosing you.
  • 55. #FOMO
  • 56. Contrast source: Ted.com “Nancy Duarte: The secret structure of great talks”
  • 58. List Order: Serial Position Effect Readers have higher attention and retention for items at the beginning and end of lists
  • 59. Word Choice: Short, Simple Success rates after rewriting a health care site for an 8th grade level readability… source: NN Group, Lower-Literacy Users: Writing for a Broad Consumer Audience
  • 60. Headlines: Emotions Get Shared Content that evokes specific emotions is more likely to be shared… source: What makes online content go viral?
  • 61. Format for Readers Scanners source: 5 Easy Tips to Improve Every Blog Design
  • 63. Use of Images Are articles by neuroscientists more credible when they include images of fMRI brain scans? What if the image is irrelevant?
  • 64. Yes. Pictures = Persuasion Source: Neuromarketing, Brain Image Bias
  • 65. Colors, Trucks and Hegwig Von Restorff Source: Techwys, Heatmaps for Improved Landing Page Conversion
  • 66.
  • 67.
  • 68. Action Colors & Conversions
  • 70. …you look where they look!
  • 71.
  • 72.
  • 73.
  • 74.
  • 75. Are you an optimist? Or pessimist?
  • 76. 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.” Comic Sans… “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.”
  • 77. Baskerville, the most credible font Source: New York Times, Hear, All Ye People; Hearken, O Earth.
  • 78.
  • 79. 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 • Derek Halpern
  • 80.
  • 81. Andy Crestodina @crestodina orbitmedia.com/blog