Webinar Online Persuasion: Insights from Neuroscience + Evidence from A/B Testing

Online Persuasion:
Insights from Neuroscience & Evidence from A/B Testing

Tim Ash – CEO SiteTuners
Dan Siroker – CEO Optimizely

Copyright © 2012, SiteTuners - All Rights Reserved.

Today’s Presenters

#LPOwebinar
@tim_ash

Tim Ash @dsiroker Dan Siroker
CEO – SiteTuners CEO – Optimizely


About SiteTuners
• Best-practices website blueprints (tactical or strategic)
• Landing page test plans & testing strategy
• Internal optimization team training & mentoring
• More than 1000 clients worldwide since 2002


Part I

The Tale of the Three Brains
(and which one really matters)


Meet Your Brains

Neo-cortex Limbic System Brain Stem
Reasons Feels Reacts


How the Reptilian Brain Handles Change

Is it
START Is it novel? Explore it
dangerous? No Yes

Yes No

Deal with it Ignore it


Takeaway #1

Understand that the reptilian brain is in charge:

• Does things the same way and never learns
• Cares only about basic survival
• Is the gatekeeper for the other 2 brains


Part II

The “Eyes” Have It


You Have Two Types Of Vision


Visual Attention Prediction Approaches


Eye Tracking – Record eye movement


Mouse Tracking – record mouse movement


Software Algorithm – predict eye movement


Takeaway #2

Be very careful with visuals and don’t use them to
decorate:

• Motion will automatically trigger attention
• Make page bland so call-to-action is clear
• Test videos to make sure they actually help


Part III

Trust & Social Monkey
Domination


We Are Social Creatures


Are There Limits to Our “Socialness”?


Rule of 150 – Close relationships are limited

With a group of 150 or so, formalities are not necessary. Behavior
can be controlled on the basis of personal loyalties and direct
contacts. With larger groups, this seems impossible.
– Robin Dunbar


Takeaway #3

Understand our social natures how to use them to
influence behavior:

• All people crave social connections
• We evolved in relatively small tribes
• We can be influenced by large mobs


Express Review - Special Offer
• 45 or 90-min interactive review of landing page
• Video transcript recorded via GoToMeeting
• Includes AttentionWizard “attention heatmap” of your page

http://Express-Review.com – Starting at only $699
First 3 reviews will be personally conducted by Tim Ash
(mention “Optimizely” after ordering – must order by 11/16/2012)

2013: San Francisco – Chicago – Boston – London - Germany

Susan Steve BJ Jared Roger Brian Bryan Michael Tom Tim Patrick Jakob Amy
Weinschenk Krug Fogg Spool Dooley Massey Eisenberg Summers Davenport Ash Bultema Nielsen Africa


Contact Info
tim@sitetuners.com
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/tim.ash1
skype tim_ash1


Online Persuasion: Examples
From A/B Testing

Dan Siroker
Co-Founder & CEO

Wednesday, November 7, 12

A/B Testing Helps You
Understand the Three Brains


Lesson #1:
Feeding the Lizard Brain


vs.


vs.

+600%
engagement


vs.

+198.6% clicks on
“Basic” sign-up

vs.

+8.4%
signups


vs.

+16.8%
$ per visitor


vs.

+14.6%
clicks


Lesson #2:

The Eyes Have It


Media

Button


Splash page experiment
Variations:
Button: Media:

1. Sign Up 1. Get Involved Image

2. Learn More 2. Family Image

3. Join Us Now 3. Change Image

4. Sign Up Now 4. Barack’s Video

5. Springfield Video

6. Sam’s Video


Button: “Sign Up”

Button: “Learn More”

Button: “Join Us Now”

Button: “Sign Up Now”

Media: “Get Involved”

Media: “Change”

Media: “Barack’s Video”

Media: “Springfield Video”

Media: “Sam’s Video”

Email
Volunteers Amount Raised
Subscriptions

Original: 7,120,000 712,000 $143,000,000

+40.6% +2,880,000 +288,000 +$57,000,000

New: 10,000,000 1,000,000 $200,000,000


Email Amount
Volunteers
Subscriptions Raised

Original: 7,120,000 712,000 $143,000,000

+40.6% +2,880,000 +288,000 +$57,000,000

New: 10,000,000 1,000,000 $200,000,000


Lesson #3:

Making the Emotional Connection


Power, leadership

vs. Family, love


Donation button experiment

Variations


Donation button experiment
Signed Up,
Never Previously
Variations Never
Signed Up Donated
Donated

0.0% 0.0% 0.0%

+2.3% +27.8% +16.3%

-27.8% N/A N/A

+15.2% -24.6% +11.9%

+8.5% +2.9% +18.4%


vs.

+15.75%
$ per visitor

+12%
clicks to
broadcast
button

vs.


Video

vs. Image


Lesson #4:

Start today


Everybody’s doing it.


Lessons Learned
1. Feeding the Lizard Brain
2. The Eyes Have It
3. Making the Emotional Connection
4. Start today


Webinar Online Persuasion: Insights from Neuroscience + Evidence from A/B Testing

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Webinar Online Persuasion: Insights from Neuroscience + Evidence from A/B Testing