SearchLove Boston 2015 | Luke Summerfield, 'Brain-Based Conversions'

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How does our brain decide what captures our attention? And what then influences us to take action and convert? With advances in psychology and neurology, we are discovering the answers. Luke will reveal the scientifically proven secrets behind how to capture attention and drive human behavior, giving examples of how marketers can dramatically increase their conversions. You will walk away with a powerful list of brain-based conversion tactics which you can take back to the office.

Marketing

@SavvyLuke
WHAT IS OUR 
GOAL AS 
MARKETERS?

@SavvyLuke
BRAIN BASED 
CONVERSIONS
USING PSYCHOLOGY & NEUROLOGY 
TO BOOST CONVERSIONS

@SavvyLuke
WHERE TO 
TEST
WHAT TO 
TEST
RUNNING
THE TEST
1 2 3

@SavvyLuke
CONSCIOUS BRAIN
• Rational Thought
• Planning
• Language 
• Facts and Figures
• Statistics
Neocortex

@SavvyLuke
• Emotions
• Behaviors
• Memories
• Primal Urges
SUBCONSCIOUS BRAIN

@SavvyLuke @SavvyLuke
• User Testing
• Focus Groups
• Surveys
• Feedback
• Interviews

@SavvyLuke
• Facts
• Figures
• Features
• Statistics
• Price

@SavvyLuke
http://www.flickr.com/photos/kalexanderson/5421517469/sizes/l/in/photolist-9g5Gg8
@SavvyLuke

@SavvyLuke
https://www.flickr.com/photos/re_birf/69485963/sizes/o/
@SavvyLuke

@SavvyLuke https://www.flickr.com/photos/arselectronica/4306147303@SavvyLuke

@SavvyLuke
SOCIAL PROOF
• Number of customers
• Community Favorite
• User Photos / Videos
• Reviews / Ratings
@SavvyLuke

@SavvyLuke
Social Monitor + Embedable Tweets

@SavvyLuke
RECIPROCITY
• Content Offers
• Thank You Page Offers
@SavvyLuke

@SavvyLuke
• Content offers
• Use a countdown
• Invite only
SCARCITY
@SavvyLuke

@SavvyLuke @SavvyLuke
People Like Us
Images / Video
Testimonials

@SavvyLuke
77% Use
multiple devices when watching TV
@SavvyLuke

@SavvyLuke
Motion
?
?
RAS Attention Triggers

@SavvyLuke
MOTION
• Show, don’t tell
• JS Animation / Hover
• Video hero boards
• Slide ups
@SavvyLuke

@SavvyLuke
Motion
?
RAS Attention Triggers
Novelty

@SavvyLuke
NOVELTY
https://www.flickr.com/photos/thelotuscarroll/13957428894
• “New”
• Out of the ordinary
• Contrast principle 
• Time constrained
• Don’t overload
@SavvyLuke

@SavvyLuke
Motion
?
RAS Attention Triggers
Ambiguity

@SavvyLuke@SavvyLuke
Mirror Neurons
• Place them in
• Emotions during use
• Show life after words

@SavvyLuke @SavvyLuke
Attracted to People 
• Beautiful people / Babies
• Individuals vs. Groups
• Direction of Eyes

@SavvyLuke
Only 24 hours! No Sharing Links!
[scarcity]
[social proof] [commitment]
http://hubs.ly/y0xsSt0

@SavvyLuke
EasyEyeTracking.com
http://hubs.ly/y0xsSt0

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