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Neuromarketing: The Brain Science of Web Marketing

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Call it neuromarketing. Call it behavioral economics. Call it Jedi mind tricks. Whatever you call it: brain science and marketing go together. And anyone can learn how to do it.

In this presentation, Andy will review the research, the case studies and the specific web marketing tactics that work with natural, human behavioral tendencies.

• Herds, Halos and How to use Social Proof
• Calls to Action? Or Calls to Conform?
• Context, contrast and the power of priming
• Fear, Loss and Scarcity
• Eye tracking, Design and Busy Minds

We'll reveal secrets of marketing masters with specific examples of the relationship between the brain, behavior and marketing on the web. If there are humans in your target audience, this presentation is for you.

Published in: Technology

Neuromarketing: The Brain Science of Web Marketing

  1. 1. Andy Crestodina @crestodina orbitmedia.com/blog
  2. 2. Persuasion Research…
  3. 3. Persuasion Research… Social influence Research…
  4. 4. Persuasion Research… Social influence Research… Cognitive Bias Research…
  5. 5. Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology…
  6. 6. Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies…
  7. 7. Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research…
  8. 8. Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research… Non-Rational, Unconscious Decision Making…
  9. 9. Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research… Non-Rational, Unconscious Decision Making… Sociology…
  10. 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. 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. 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. 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. 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. 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. 16. Which sign will keep him on the path?
  17. 17. Jedi Marketing Tricks “These are not the droids your looking for…” Obi-Wan Kenobi
  18. 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. 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. 20. Which sign worked? Source: Pat Winter, PhD,
  21. 21. SOCIAL PROOF
  22. 22. “When people are free to do as they please, they usually imitate each other.” Eric Hoffer Social Philosopher
  23. 23. Endorsement from Influencer
  24. 24. Trust from Awards and Memberships
  25. 25. source: Baymard Site Seal Trust Report
  26. 26. Testimonials = supportive evidence
  27. 27. Never make a testimonials page
  28. 28. Call to Action Conform
  29. 29. Signup Box Best Practices 1.Prominence 2.Promise 3.Proof!
  30. 30. Before… After…
  31. 31. 1900% increase. Not bad!
  32. 32. Everybody’s doing it!
  33. 33. As seen in…
  34. 34. As seen in…
  35. 35. Social Media Widgets
  36. 36. Social Proof Can Backfire!
  37. 37. 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
  38. 38. “When you say it, it’s marketing… When they say it, it’s social proof.”
  39. 39. PRIMING
  40. 40. How to double sales…
  41. 41. source: Get closer to your customers by understanding how they make their choices
  42. 42. Priming & Anchoring
  43. 43. 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
  44. 44. Too Many Options source: 5 Easy Tips to Improve Every Blog Design
  45. 45. LOSS AVERSION & SCARCITY
  46. 46. pain of loss > pleasure of gain
  47. 47. 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.
  48. 48. 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.
  49. 49. #FOMO
  50. 50. Contrast source: Ted.com “Nancy Duarte: The secret structure of great talks”
  51. 51. WRITING TIPS
  52. 52. List Order: Serial Position Effect Readers have higher attention and retention for items at the beginning and end of lists
  53. 53. 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
  54. 54. Headlines: Emotions Get Shared Content that evokes specific emotions is more likely to be shared… source: What makes online content go viral?
  55. 55. Format for Readers Scanners source: 5 Easy Tips to Improve Every Blog Design
  56. 56. VISUAL TIPS
  57. 57. Use of Images Are articles by neuroscientists more credible when they include images of fMRI brain scans? What if the image is irrelevant?
  58. 58. Yes. Pictures = Persuasion Source: Neuromarketing, Brain Image Bias
  59. 59. Colors, Trucks and Hegwig Von Restorff Source: Techwys, Heatmaps for Improved Landing Page Conversion
  60. 60. Action Colors & Conversions
  61. 61. Eye Tracking Studies show…
  62. 62. …you look where they look!
  63. 63. Are you an optimist? Or pessimist?
  64. 64. 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.”
  65. 65. Baskerville, the most credible font Source: New York Times, Hear, All Ye People; Hearken, O Earth.
  66. 66. 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
  67. 67. Andy Crestodina @crestodina orbitmedia.com/blog

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