Brainfluence Conversion: Turning Browsers Into Buyers
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Use of brain and behavioral research to maximize sales and conversion. Emphasis on practical applications for businesses of any size, with particular focus on Web marketing. Experience level: Beginner Target audience: Affiliates/Publishers Niche/vertical: Neuromarketing Roger Dooley, Founder, Dooley Direct LLC (Twitter @rogerdooley)
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Brainfluence Conversion: Turning Browsers Into Buyers
- 1. Brainfluence Conversion: Turning Browsers Into Buyers Affiliate Summit Central 2012 May 15, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com RogerDooley.com rogerd@dooleydirect.com @rogerdooley
- 3. Most Marketing Fails. @rogerdooley #ASC12 #Brainfluence
- 4. “Half my advertising is wasted… “…if only I knew which half!” @rogerdooley #ASC12 #Brainfluence
- 5. Wanamaker guessed TOO LOW! @rogerdooley #ASC12 #Brainfluence
- 6. 95% of New Products @rogerdooley #ASC12 #Brainfluence
- 7. 95% of New Products @rogerdooley #ASC12 #Brainfluence (Acupoll)
- 8. 98% of Direct Mail @rogerdooley #ASC12 #Brainfluence
- 9. 98% of Direct Mail @rogerdooley (DMA) #ASC12 #Brainfluence
- 10. 98% of Emails @rogerdooley #ASC12 #Brainfluence
- 11. 98% of Emails @rogerdooley (DMA) #ASC12 #Brainfluence
- 12. 20% of Ad Campaigns @rogerdooley #ASC12 #Brainfluence
- 13. 20% of Ad Campaigns @rogerdooley #ASC12 #Brainfluence
- 14. 20% of Ad Campaigns @rogerdooley #ASC12 #Brainfluence
- 15. 20% of Ad Campaigns @rogerdooley #ASC12 #Brainfluence
- 16. Project Impact 2008 Research: “Stores too cluttered” @rogerdooley #ASC12 #Brainfluence
- 17. Real Impact: -$1.85 Billion @rogerdooley SC12 #Brainfluence Source: DailyArtifacts.com, Phil Terry
- 18. Project Impact 2010 Research: “Want more products” @rogerdooley #ASC12 #Brainfluence
- 19. Most Marketing Fails. @rogerdooley #ASC12 #Brainfluence
- 21. Iceberg: 88% Hidden Mind: 95% Subconscious (Lakoff & Johnson) @rogerdooley #ASC12 #Brainflu
- 23. Neuromarketing @rogerdooley #ASC12 #Brainfluence @rogerdooley
- 24. Psychology & Social Science Stimulus Response B r a in Neuroscience
- 25. Neuroscience Behavioral •EEG Science •fMRI •Behavior Studies •MEG •Eye Tracking •Biometrics •Facial Coding •Response Timing @rogerdooley #ASC12 #Brainfluence
- 27. Neuro-Nudges
- 28. Your offer + neuro-nudge(s) = @rogerdooley #ASC12 #Brainfluence
- 32. @rogerdooley #ASC12 #Brainfluence Kantar Media
- 33. 77% Free 56% Shipping Free Returns @rogerdooley #ASC12 #Brainfluence Kantar Media
- 34. VS. @rogerdooley #ASC12 #Brainfluence
- 35. vs. 20¢ @rogerdooley #ASC12 #Brainfluence
- 36. Use FREE offers instead of very cheap ones. 64 # @rogerdooley #ASC12 #Brainfluence
- 37. Scarcity Photo via Doniv.org
- 38. Vs. @rogerdooley #ASC12 #Brainfluence
- 42. Scarcity + Social Proof! @rogerdooley #ASC12 #Brainfluence
- 43. Creating Scarcity @rogerdooley #ASC12 #Brainfluence
- 46. Use SCARCITY to make your offer more attractive. 64 # @rogerdooley #ASC12 #Brainfluence
- 47. Scarcity on Steroids @rogerdooley #ASC12 #Brainfluence
- 49. F TW @rogerdooley #ASC12 #Brainfluence
- 50. Amp up SCARCITY EFFECT by showing decreasing availability. 96 # @rogerdooley #ASC12 #Brainfluence
- 51. Anchors @rogerdooley #ASC12 #Brainfluence
- 53. Irrelevant Anchors Social Security # Estimated Price 00-19 $16 20-39 $27 40-59 $29 60-79 $35 80-99 $56 @rogerdooley Researcher: Ariely #ASC12 #Brainfluence
- 54. Photos via NASCAR, NFL Value? @rogerdooley #ASC12 #Brainfluence
- 55. Even irrelevant numbers can create price anchors - avoid low values. 96 # @rogerdooley #ASC12 #Brainfluence
- 56. Socializing? @rogerdooley #ASC12 #Brainfluence image credit: jessicaswanson.com
- 57. The Ultimatum Game @rogerdooley #ASC12 #Brainfluence
- 58. Ultimatum Game Results @rogerdooley #ASC12 #Brainfluence
- 59. Effect of Social Conversation @rogerdooley #ASC12 #Brainfluence
- 60. To increase conversion, socialize first. # 40 @rogerdooley #ASC12 #Brainfluence
- 63. rogerdooley #ASC12 #Brainfluence Source: James Breeze
- 64. rogerdooley #ASC12 #Brainfluence Source: James Breeze
- 65. Use baby images to attract and focus attention. 30 # @rogerdooley #ASC12 #Brainfluence
- 66. Rude Interruption Justifies Bad Behavior @rogerdooley #ASC12 #Brainfluence
- 67. What canceled rudeness effect? @rogerdooley #ASC12 #Brainfluence
- 69. Apologies really DO work. Apologize! # 86 @rogerdooley #ASC12 #Brainfluence
- 71. What small change did this? • Fair Price – Up 7% • Caring – Up 11% • Fair Treatment – Up 20% • Quality – Up 30% • Competency – Up 33% @rogerdooley #ASC12 #Brainfluence
- 72. “You can trust us to do the job for you.” 38 # @rogerdooley #ASC12 #Brainfluence
- 73. Personalizaton Dear Roger, I’ve got a deal…
- 77. The Doppelganger Effect Brand Preference @rogerdooley #ASC12 #Brainfluence
- 78. Social Personalization @rogerdooley #ASC12 #Brainfluence
- 79. The Doppelganger Effect @rogerdooley #ASC12 #Brainfluence
- 80. St. Bonaventure University @rogerdooley http://www.becomingextraordinary.net/ (Courtesy: Hobsons) #ASC12 #Brainfluence
- 81. St. Bonaventure University http://www.becomingextraordinary.net/ (Courtesy: Hobsons)
- 82. Playboy: http://youtu.be/isjPpbmnaYo Amazing use of Facebook data: http://www.takethislollipop.com/
- 83. Untapped opportunity: Put your customer in the ad. @rogerdooley #ASC12 #Brainfluence
- 84. Selling to Guys? @rogerdooley #ASC12 #Brainfluence
- 85. Impatient Short Term Emphasis -Margo Wilson and Martin Daly @rogerdooley #ASC12 #Brainfluence
- 86. Attractive Photo = -4% Interest Rate Marianne Bertrand et al, 2005 @rogerdooley #ASC12 #Brainfluence
- 87. Test Source: Ion Interactive
- 88. +95% +35% Source: Ion Interactive
- 90. Convert more guys with “mating triggers.” # 31 @rogerdooley #ASC12 #Brainfluence
- 91. Decoy Marketing @rogerdooley #ASC12 #Brainfluence
- 92. Subscription Offer A $59 – Internet Only $125 – Internet & Print From Predictably Irrational by Dan Ariely @rogerdooley #ASC12 #Brainfluence
- 93. Subscription Offer A $59 – Internet Only (68) $125 – Internet & Print (32) Predicted Revenue – $8,012 From Predictably Irrational by Dan Ariely @rogerdooley #ASC12 #Brainfluence
- 94. Subscription Offer B $59 – Internet Only $125 – Print Only $125 – Internet & Print From Predictably Irrational by Dan Ariely @rogerdooley #ASC12 #Brainfluence
- 95. Subscription Offer B $59 – Internet Only (16) $125 – Print Only $125 – Internet & Print (85) Predicted Revenue – $11,444 From Predictably Irrational by Dan Ariely @rogerdooley #ASC12 #Brainfluence
- 96. Add a less attractive offer to boost sales of a similar offer. 8 # @rogerdooley #ASC12 #Brainfluence
- 97. More Decoy Marketing @rogerdooley #ASC12 #Brainfluence
- 99. @rogerdooley @rogerdooley #ASC12 #Brainfluence
- 100. Add a more expensive product to boost sales of a lower priced one. # 9 @rogerdooley #ASC12 #Brainfluence
- 101. Simple Fonts Convince @rogerdooley #ASC12 #Brainfluence
- 102. Simple Fonts Convince @rogerdooley #ASC12 #Brainfluence
- 103. Simple Fonts Convince @rogerdooley #ASC12 #Brainfluence
- 104. Use simple fonts to minimize perceived effort. # 26 @rogerdooley #ASC12 #Brainfluence
- 105. “ The mos t important word in the vocabulary of advertis ing is TE S T.” -David Ogilvy @rogerdooley #ASC12 #Brainfluence
- 106. Brainfluence Conversion: Turning Browsers Into Buyers Affiliate Summit Central 2012 May 15, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com RogerDooley.com rogerd@dooleydirect.com @rogerdooley
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