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Brain Studies and Conversion

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Yulia V Smirnova speech on Aug 25, 2012, Sao Paulo, eCommerce Brazil 2012 @2pm.


Site experience is all about facilitating the right environment to bring to attention what shoppers came for, keep it focused for some time to solidify the decision and bring them back to repeat the same actions.

http://www.memesponge.com/2012/09/brain-studies-behind-conversion-behavior/

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Brain Studies and Conversion

  1. 1. Brain Studies & ConversionYulia V SmirnovaSite Experience Manager @ Walmart.com UShttp://www.linkedin.com/in/ysmirnovaBlog: www.memesponge.com@memespongeAug 25, 2012
  2. 2. Brain Studies &Conversion
  3. 3. Attention= mental $$$
  4. 4. Attentiondrives any human action
  5. 5. David Copperfield Magician Source: Google image, YouTube
  6. 6. 3 ways to Manage Attention①Control the Stage Experience②Sprinkle Dopamine into Site Experience③Pump up Oxytocin into Shopping Experience
  7. 7. Control the Stage ExperienceBe a magician Take shoppers attention where you want it to go
  8. 8. Decision Making in a Human Brain Source: David Rock, Your Brain at Work
  9. 9. Decision Stage in a Human Brain NOT XXXL size
  10. 10. Decision Stage in a Human Brain Likely xs size
  11. 11. Control the Stage ExperienceReduce Functionality
  12. 12. Control the Stage ExperienceReduce Functionality
  13. 13. Control the Stage ExperienceLimit & Guide Implicitly Source: Dan Lockton, Design with Intent, Perception Lens
  14. 14. Control the Stage ExperienceSimplify, Automate, Integrate
  15. 15. Control the Stage ExperienceDo the AUDITION for THEM Source: Holly Carrington , IRCE 2102
  16. 16. Control the Stage ExperienceBe a magician Reduce, simplify, guide implicitly Do the work for them Source: Google image
  17. 17. Sprinkle Dopamine into Site ExperienceOrganic chemical in human brain springs our thoughts and muscles in action, helps to focus attention Source: Google
  18. 18. Sprinkle Dopamine into Site Experience Source: my Facebook feed
  19. 19. Sprinkle Dopamine into Site Experience Source: my Facebook feed
  20. 20. Sprinkle Dopamine into Site Experience Novelty, Surprise, Humor Source: Etsy.com
  21. 21. Sprinkle Dopamine into Site Experience Novelty, Surprise, Humor
  22. 22. Sprinkle Dopamine into Site Experience Novelty, Surprise, Humor
  23. 23. Sprinkle Dopamine into Site Experience Novelty, surprise, humor activate dopamine Dopamine re-focuses attention It feels like a reward Sometimes, it’s addictive Source: Daniel Amen, Your Brain in Love
  24. 24. Pump Up Oxytocin into Shopping Experience
  25. 25. Pump Up Oxytocin into Shopping Experience  Organic chemical in human brain triggers bonding, attachment, also known as a “Love hormone” Source: Daniel Amen, Your Brain in Love
  26. 26. Pump Up Oxytocin into Shopping Experience HUMANIZE“Your shopping cart is so needy….”
  27. 27. Pump Up Oxytocin into Shopping Experience HUMANIZE
  28. 28. Pump Up Oxytocin into Shopping Experience HUMANIZE
  29. 29. Pump Up Oxytocin into Shopping Experience HUMANIZE Source: TeaCollection.com
  30. 30. Pump Up Oxytocin into Shopping Experience Integrating social, humanizing shopping xp activates oxytocin Oxytocin drives repeat visits Repeat visits reinforce focused attention now or later Eventually, they convert & bring entire village with them
  31. 31. 3 ways to Manage Attention① Control the Stage Experience② Sprinkle Dopamine into Site Experience① Pump up Oxytocin into Shopping Experience
  32. 32. 3 ways to Manage Attention 2.1. Make Surprise it easy me 3. Be human
  33. 33. Attention is more than $$① Attention = intention② Focused attention = action③ Repeat focused attention = retention
  34. 34. Muita Obrigada Yulia V Smirnovahttp://www.linkedin.com/in/ysmirnovaBlog: www.memesponge.com@memespongeyulia@memesponge.com

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