Brain Based Conversion - NeuroMarketing
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Learn brain based Neurology and Psychology concepts marketers can apply to their strategies and tactics to increase conversions.
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Brain Based Conversion - NeuroMarketing
- 3. WHAT IS OUR GOAL AS MARKETERS? @SavvyPanda - @SavvyLuke
- 7. @SavvyPanda - @SavvyLuke@SavvyPanda - @SavvyLuke
- 8. WHAT TRIGGERS BEHAVIOR? @SavvyPanda - @SavvyLuke
- 9. @SavvyPanda - @SavvyLuke BRAIN BASED CONVERSIONS Using Neurology & Psychology to Influence Behavior.
- 11. @SavvyPanda - @SavvyLuke CONSCIOUS BRAIN • Rational Thought • Planning • Language • Facts and Figures • Statistics Neocortex
- 12. @SavvyPanda - @SavvyLuke UNCONSCIOUS BRAIN • Emotions • Behaviors • Memories • Primal Urges
- 13. WHAT’S THE PROBLEM? @SavvyPanda - @SavvyLuke
- 14. @SavvyPanda - @SavvyLuke • Focus Groups • Surveys • User Feedback • Interviews
- 15. @SavvyPanda - @SavvyLuke • Facts • Figures • Statistics • Features
- 16. @SavvyPanda - @SavvyLuke http://www.flickr.com/photos/kalexanderson/5421517469/sizes/l/in/photolist-9g5Gg8
- 17. @SavvyPanda - @SavvyLuke https://www.flickr.com/photos/arselectronica/4306147303
- 18. @SavvyPanda - @SavvyLuke TAILORING FOR CONVERSIONS YOUR PERSONAS BRAINS
- 20. @SavvyPanda - @SavvyLuke FEMALE • Appeals to emotion / empathy • Tones and Nonverbal • Flip Tasks Quicker • Oxytocin Driven
- 21. @SavvyPanda - @SavvyLuke MALE • Single tasks • Beauty Skews Timing • Simple wording
- 22. @SavvyPanda - @SavvyLuke OLDER • Limit distractions • Manage emotions • Accentuate the positive • Keep big picture • Broader attention spans https://www.flickr.com/photos/doug88888/3173589014
- 23. @SavvyPanda - @SavvyLuke • Individualism vs. Collectivism • Long Term vs. Short Term • Indulgent vs. Restrained • Uncertainty Accept vs. Avoid • Masculine vs Feminine traits CULTURE Organization & Culture: Software of the Mind Professor Hofstede
- 24. @SavvyPanda - @SavvyLuke TAILORING FOR CONVERSIONS MESSAGING
- 25. @SavvyPanda - @SavvyLuke https://www.flickr.com/photos/marsdd/2986989396/ AUTHORITY • Testimonials / Case Studies • Awards • High profile clients • Speaking / Writing • Partner with Authorities
- 27. @SavvyPanda - @SavvyLuke SOCIAL PROOF • Number of customers • Community Favorite • User Photos/Videos • Reviews / Ratings • Number of Followers
- 29. @SavvyPanda - @SavvyLuke https://www.flickr.com/photos/kalexanderson/7188710942 Reciprocity • Content Offers • Sharing other’s content • Random acts of kindness
- 31. @SavvyPanda - @SavvyLuke@SavvyPanda - @SavvyLuke@SavvyPanda - @SavvyLuke • Content offers • Use a countdown • Invite Only SCARCITY
- 32. add example @SavvyPanda - @SavvyLuke
- 33. @SavvyPanda - @SavvyLuke People Like Us https://www.flickr.com/photos/luanacreativa/236039273 Images / Video on site Testimonials Team members
- 34. @SavvyPanda - @SavvyLuke TAILORING FOR CONVERSIONS DESIGN
- 35. @SavvyPanda - @SavvyLuke Reticular Activating System
- 36. @SavvyPanda - @SavvyLuke https://www.flickr.com/photos/singapore2010/4919794649
- 37. @SavvyPanda - @SavvyLuke 77% Useuse multiple devices when watching TV
- 38. @SavvyPanda - @SavvyLuke Motion https://www.flickr.com/photos/denniswong/3309276218 • Show, don’t tell • JS Animation / Hover • Slide ups • Lightly Animated CTA
- 39. @SavvyPanda - @SavvyLuke Novelty https://www.flickr.com/photos/thelotuscarroll/13957428894 • “New” • Use contrast • Time constrained • Don’t overload
- 41. @SavvyPanda - @SavvyLuke Ambiguity https://www.flickr.com/photos/create_joy/4291306755 • Puzzles • Mysteries • Interpretation • Not too hard
- 46. @SavvyPanda - @SavvyLuke Videos / Photos
- 47. @SavvyPanda - @SavvyLuke QuickTime™ and a GIF decompressor are needed to see this picture.
- 48. @SavvyPanda - @SavvyLuke Mirror Neurons
- 49. http://www.flickr.com/photos/andreanna/2707237270/sizes/l/@SavvyPanda - @SavvyLuke Place Them In • Show consumption • Actionable Text • Life after use
- 53. @SavvyPanda - @SavvyLuke Attracted to People https://www.flickr.com/photos/denniswong/3309276218 • Beautiful people / Babies • Individuals vs. Groups • Eyes specifically • Use emotion
- 58. @SavvyPanda - @SavvyLuke Neurology Concepts Feedback Data Experiment Iterate
Notas del editor
- - Going fast = NYE Resolution - Interactive
- - strip away all the tactics and strategies - core of why marketing exists… - Think conceptually… … What is our goal as marketers? [call on people]
- Human Behavior! Our job is to get trigger action in other people to behave a certain wayWhether that be....
- Visiting our businesses and making purchases
- - Visit website - Click CTA - Download content
- - Follow on social - RSS Subscription - Newsletter sign up
- Why do we, as humans, do the things we do? - Why do we choose one brand over another? - WHY do we buy certain products? ---> How can we as marketer’s influence those behaviors?
- Well over the next 35 minutes, these, and other questions we’ll be exploring. So join me my friends as we talk about; “Brain Based Conversions”.
- Biology Lesson ---- ** QUIZ **
- - sets us apart from most of the other animals.
- NO Capacity for Language
- Who caught the problem that [ask the crowd] - Behavior = NO Language - Stats = doesn’t drive behavior
- - Collecting information / Data - Develop our products - Tailor our marketing - Make informed decisionsIS SKEWED!
- - Not the root cause. - Simply Rationalization - We all have gut feelings. Facts... but doesn’t feel right. = Conflict
- What are we suppose to do as marketers?
- - More marketing related studies going on in the neuroscience and psychology fields. - Shedding a great deal of light on this topic - Share Concepts = work on- offline, products, in-store, etc.
- 5 MINUTES ------ Not how to build, but key considerations
- Everyone’s brain is different = Obvious - Biology = gender and age change thought Use info = adapt marketing
- Evolutional = raising offspring. ---- - Emotional & Empathy = Mirror Neurons = Not sparked by rational - More accute to tone and nonverbals than men - Flip Tasks & use both left and right - Oxytocin = Socially Driven = Community acts
- Evolution = quickly learn, invent and create hunting tools. ----- - Studies show beautiful women cause men to skew shorter timing and become impulsive. - Studies show bottleneck in language processing = keep wording simple
- - NOT bad Memory - Distractions overwhelm - Less negative, and bounce back from negative quicker. - [amygdala = fear, happiness, anger] better to positive statements, not neg. - They don’t sweat about the small stuff - They don’t like quick snippets or quick facts. Spend the time educating.
- Not directly tied with brain’s Dutch - 1991 - Hofstede
- VERY IMPORTANT and can be applied to: - Copywriting / Images / Video - Marketing strategy - Branding --------- 11 Minutes ---------
- Testimonials Case Studies Awards High profile clients Speaking / Writing Partner with Authorities
- Study done - 2 restaurants - long line / no line - social proof ---- Number of customers Community Favorite User Photos/Videos Reviews / Ratings Social Media Community
- Who’s ever had this happen- Friend’s birthday and no gift. Your birthday = gift. And you feed bad? ---- Content Offers Sharing other’s content Random acts of kindness
- Content offers Use a countdown Invite Only Groups
- guilt.com
- Traveling... hear american accent Trust, core values and are influenced - Images / Video on site - Testimonials - Team members
- Reticular Activation System or RAS ------- - 2 Billion bits = 1 second. - Sanity = RAS = Decides what data to pass through to your brain. ---- 2 Take aways....
- The First principle = Fight .... ------ Ask audience ------ ** ATTENTION! *** Wasn’t hard enough -> how many use phone while TV?
- 77% use multiple de Reticular Activation System pulls in our attention based on 4 main categories.
- Sub-Saharan Desert = Predator ---------------- Show, don’t tell = Video important info JS Animation / Hover Slide ups Lightly Animated CTA [not 1990’s]
- Evolved looking for ways to improve our survival. -------------- - The word “NEW” pulls our attention. Find ways to develop this into your marketing [auto industry] - Contrast = colors, sizes, sounds, etc. Boost novelty - Novelty has an expiration date... after time we become bored with it. Must continue to reinvent. [idea behind new car models] - Don’t overload - users can become fatigued and discard them all.
- - styles tab = edit form styling = no designers
- How to crack a coconut ------- Puzzles Mysteries Interpretation Not too hard
- Reticular Activation System or RAS --- Second principle = Don’t distract / Overwhelm - Simple: colors, text, images - Make your website a place for brains to focus in a chaotic world - Clear of Clutter and lots of text. - Important for older brains ...... many of the modern design standards represent this.
- Simple call to actions
- Simple Landing Pages - Free from distractions - Removed menu,
- NeuroMarketing tactics to consider when selecting your creative. Your Videos and photos HUGE! Speaks directly to the subconcious [because doesn’t like words/language]
- Video = Focus on Reaction ----- -- Why? You didn’t fall. Sitting here = Pain -- Where did you feel this?
- 1991 - Mirror Neurons. -- Same parts of your brain fire -- Have b/c learn faster [building fire, etc] Why Fake laughing.
- - Show Consumption - Text activate = Use [verbs & action] - Life after use - let them see how great life is after use
- [car dealer video: 87 sec - 143 sec]
- FACES ----- TEST - What do you look at first
- - Use on website - Call to actions - Landing Pages
- You can even use others to direct our attention.
- - 50-60% of communication is nonverbal. We pick up these ques! -
- what principles do you see KissMetrics implementing? - Simple - 1-1 Conversion ratio - Faces
- - We’re not neuroscientists - We don’t have equipment -------- - How do we do this in our process? -------- ** HORRIBLE STOCK ART ***
- - Brain = complex - Still learning - Scientifically Proven concepts - Tailoring to the brain may take creativity - BIG impact & drive behavior