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MozCon 2016! Mind Games: Craft Killer Experiences with 7 Lessons from Cognitive Psychology (Sarah Weise)

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Sarah Weise
Sarah Weise

Slides from Sarah Weise's talk at MozCon 2016. How often are you asked to influence people to click a button? Buy a product? Stay on a page? We like to think of ourselves as logical, yet 95% of our decisions are unconscious. Sarah shares how to weave cognitive psychology concepts into your digital experiences. Steal these persuasive triggers to boost engagement, conversions, leads, and even delight. MozCon is 3 days of forward-thinking, actionable sessions in SEO, social media, community building, content marketing, brand development, CRO, the mobile landscape, analytics, digital marketing, and more. Want to book Sarah for your next speaking event? http://sarahweise.com Follow Sarah on Twitter @weisesarah

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B o o z A l l e n D i g i t a l I n t e r a c 1 v e @ w e i s e s a r a h M i n d G a m e s : C r a = K i l l e r E x p e r i e n c e s w i t h 7 L e s s o n s f r o m C o g n i 1 v e P s y c h o l o g y
@weisesarah #MozCon Let’s talk persuasion…
@weisesarah #MozCon
@weisesarah #MozCon 95%decisions are unconscious
@weisesarah #MozCon rational brain emotional brain survival brain Book tip! Neuro Web Design: What Makes Them Click? by Weinschenk
@weisesarah #MozCon Survival brain is downright selfish. Can I eat it? Will it hurt me? Can I have sex with it?
@weisesarah #MozCon emotional brain survival brain Your primary decision maker is oh-so emotional.
@weisesarah #MozCon Rational brain justifies decisions more than a politician. rational brain
@weisesarah #MozCon
@weisesarah #MozCon Emotions (not reason) drive online behavior.
@weisesarah #MozCon The most persuasive websites or campaigns tap into all three decision-making parts of our brain.
@weisesarah #MozCon rational emotional survival social proof association scarcity loss aversion authority comparison reasons
@weisesarah #MozCon Social Proof1 # reviewers star ratings mean girls badge
@weisesarah #MozCon Social Proof1 # likes, pins emojis likesreview summaries
@weisesarah #MozCon Social Proof1 # people
@weisesarah #MozCon Social Proof1 The most persuasive asks involve our friends, people we know, or people we think will be like us.
@weisesarah #MozCon Message Towel Reuse Help the hotel save energy 16% Partner with us to save the environment 31% 75% of guests at this hotel reuse towels 44% 75% of guests staying in this room reuse towels 49% Social Proof1
@weisesarah #MozCon Social Proof1 show friends
@weisesarah #MozCon Social Proof1 # people# people like me
@weisesarah #MozCon Social Proof1 targeted client list # customers
@weisesarah #MozCon Scarcity2 # remaining (small)# buying (big)
@weisesarah #MozCon Scarcity2 risk averse rationale Join scarcity tactics with a risk-averse reason for purchase. reason for purchase
@weisesarah #MozCon Scarcity time-sensitive offer 2 reason for request
@weisesarah #MozCon Loss Aversion3 start fully loaded
@weisesarah #MozCon Loss Aversion3
@weisesarah #MozCon Loss Aversion3 possible loss in copyThe “your” connection
@weisesarah #MozCon Comparison4 comparisons in copy
@weisesarah #MozCon Comparison4 strikethrough price$ saved
@weisesarah #MozCon Comparison4 exclusivity
@weisesarah #MozCon Association5 Story + Visual
@weisesarah #MozCon Association5 name a personshow the impactpicture + story
@weisesarah #MozCon Association5 story + picture
@weisesarah #MozCon Authority6 featured in…
@weisesarah #MozCon Authority6 official badges
@weisesarah #MozCon Authority6 made-up badges
@weisesarah #MozCon Authority6 httpslock icon“secure”restate name
@weisesarah #MozCon Reasons7 add reason near CTA
@weisesarah #MozCon Reasons7 the word “because”
@weisesarah #MozCon Reasons7 video description 64% more buy after watching a video
@weisesarah #MozCon Reasons7 showing, not telling
@weisesarah #MozCon rational brain emotional brain survival brain social proof association scarcity loss aversion authority comparison reasons
@weisesarah #MozCon So, let’s look at a site that uses ALL the techniques we discussed today…
@weisesarah #MozCon
@weisesarah #MozCon
@weisesarah #MozCon
@weisesarah #MozCon
@weisesarah #MozCon
@weisesarah #MozCon
@weisesarah #MozCon
@weisesarah #MozCon rational emotional survival social proof association scarcity loss aversion authority comparison reasons
@weisesarah #MozCon Go ahead. Play mind games. More persuasive experiences await.
S A R A H W E I S E B o o z A l l e n D i g i t a l I n t e r a c 1 v e @ w e i s e s a r a h

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