Call it neuromarketing. Call it behavioral economics. Call it Jedi mind tricks. Whatever you call it: brain science and marketing go together. And anyone can learn how to do it.
In this presentation, wel review the research and then show how to create web marketing that works with natural, human behavioral tendencies.
- Social proof: herds, halos and credibility
- Fear, Loss and calls-to-action
- How to write for busy minds
- Context, contrast and the power of "anchors"
We'll reveal secrets of marketing masters with specific actions and outcomes based on brain science and behavioral marketing research. If there are humans in your target audience, this presentation is for you.
5. "The vast majority of past visitors have stayed on the
established paths and trails, helping to preserve the
natural state of the Sequoias and vegetation in this park."
"Many past visitors have gone off the established paths
and trails, changing the natural state of the Sequoias and
vegetation in this park."
"Please stay on the established paths and trails, in order to
protect the Sequoias and natural vegetation in this park.”
"Please don't go off the established paths and trails, in
order to protect the Sequoias and natural vegetation in
this park.”
6. "The vast majority of past visitors have stayed on the
established paths and trails, helping to preserve the
Others’ behavior, Positive
natural state of the Sequoias and vegetation in this park."
"Many past visitors have gone off the established paths
and trails, changing the natural state of the Sequoias and
Others’ behavior, Negative
vegetation in this park."
"Please stay on the established paths and trails, in order to
protect the Sequoiasbehavior, Positive park.”
Desired and natural vegetation in this
"Please don't go off the established paths and trails, in
order to protect the Sequoias and natural vegetation in
this park.”
Desired behavior, Negative
19. 10 Ways to Offer Proof
1. Testimonials
2. Endorsements
3. Social Media Shares
4. Social Media Widgets
5. Certifications
6. Number of happy customers
7. “Our most popular” Best-seller
8. Studies and Statistics
9. Press Mentions
10. Reviews
20. “When you say it, it’s marketing…
When they say it, it’s social proof.”
Andy Crestodina
Wine & Web Presenter
25. More is Less
Don’t give too many options on landing pages!
All varieties…
Top seller only…
+ 233% Conversion Rate
+ 40% Average Order Value
+ 366% Average Revenue / Click
source: Adlucent
33. Language of Scarcity and Loss
Operators are standing by.
Please call now.
If operators are busy,
please call again.
Save your data
Don’t Lose your data.
Tickets available now.
It sold out last time.
Buy now and save $10.
Don’t throw away $10.
34. 6 Ways to Leverage Loss/Safety
1. Rebates
2. Trial Periods
3. Free Samples
4. Early bird registration
5. Countdown Clocks
6. Limited Supply
Remind readers what they’ll
miss, risk or lose by not choosing you.
38. List Order: Serial Position Effect
Readers have higher attention and retention
for items at the beginning and end of lists
39. Word Choice: Short, Simple
Success rates after rewriting a health care site
for an 8th grade level readability…
source: NN Group, Lower-Literacy Users: Writing for a Broad Consumer Audience
40. Headlines: Emotions Get Shared
Content that evokes specific emotions
is more likely to be shared…
source: What makes online content go viral?
41. Format for Readers Scanners
source: 5 Easy Tips to Improve Every Blog Design
53. Baskerville…
“If a one kilometer asteroid had approached the
Earth on a collision course at any time in human
history before the early twenty-first century, it would
have killed at least a substantial proportion of all
humans.”
Comic Sans…
“If a one kilometer asteroid had approached the
Earth on a collision course at any time in human
history before the early twenty-first century, it
would have killed at least a substantial
proportion of all humans.”
54. Baskerville, the most credible font
Source: New York Times, Hear, All Ye People; Hearken, O Earth.
55.
56. More Brains…
•
•
•
•
List of Cognitive Biases
Web Design Tips Based on Brain Science
15 behavioral marketing posts you shouldn’t miss
Stanford Web Credibility Lab
Anything by…
• Robert Cialdini
• Gregory Ciotti
• Derek Halpern
"The vast majority of past visitors have stayed on the established paths and trails, helping to preserve the natural state of the Sequoias and vegetation in this park." "Many past visitors have gone off the established paths and trails, changing the natural state of the Sequoias and vegetation in this park." "Please stay on the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.”"Please don't go off the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.”
"The vast majority of past visitors have stayed on the established paths and trails, helping to preserve the natural state of the Sequoias and vegetation in this park." "Many past visitors have gone off the established paths and trails, changing the natural state of the Sequoias and vegetation in this park." "Please stay on the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.”"Please don't go off the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.”
Social Proof, Conformity, Herd Behavior
message: many/most others are doing/seeing things a certain way.
“Halo Effect”
But never make a testimonials page
“Halo Effect”
“Halo Effect”
Women’s Voices, during the 2004 presidential campaign, sent out 1 million postcards with this message: “Four years ago, 22 million single women did not vote.”Oops! Voter turnout for single women was especially low that year, even lower than in 2000.
We think in relative terms, not absolute terms…
When Williams Sonoma added a high-end breadmaker to their line of products, sales of their previous high-end breadmaker nearly doubled.People often go for “second best,” or the compromise choiceSimonson, I. (1993). “Get closer to your customers by understanding how they make their choices,” California Management Review, 35: 68-84.
When presented with fewer options, shoppers not only converted more often, but they spent more money.
When presented with fewer options, shoppers not only converted more often, but they spent more money.
what do they lose by not choosing you? be the “safe choice”
what do they lose by not choosing you? be the “safe choice”
‘Don’t lose $100 every month on insurance. Buy xxx.’ (instead of: ‘Buy xxx and save $100 a month‘)
what do they lose by not choosing you? be the “safe choice”
Contrast: status quo vs. future, problem vs. problem removed, current is unappealing, just imaging what life would be like with the idea adoptedNancy Duarte…
A research study showed that neuroscientists are more credible when accompanied by fMRI brain scan photos, even though the scans were not related to the conclusion of the paper.