This document summarizes key psychological concepts that can be applied to increase revenue and profits, such as understanding how the brain makes decisions, attracting attention, motivating purchases through intrinsic and extrinsic factors, and using persuasion techniques like framing, scarcity, and authority. It discusses splitting the brain into two thought systems, biases that influence attention and perception, the difference between intrinsic and extrinsic motivation, and persuasive methods like emphasizing trust, limited availability, and discounts. The goal is to apply psychology to traffic, websites, analytics, and marketing to boost performance.

1. Applying psychology to
make you more money.

2. ‘A conclusion reached after consideration.’
decision

3. How many decisions have you made today?
?

4. How many decisions have you made today?
3,000+

5. The most complex structure known in the universe

6. Our brain’s two thought systems
Slow
Often absent
Rational and logical
Conscious
Reasons and rules
Effortful
Future
Controlled
Fast
Always on
Emotional
Subconscious
Intuitive and associative
Effortless
WYSIATI
Automatic
System 1 (back brain)System 2 (front brain)

7. Our brain’s two thought systems
2 X 2=?

8. Our brain’s two thought systems
17 X 18=?

9. Our brain’s two thought systems
RED GREEN BLUE ORANGE YELLOW
BLACK BLUE ORANGE BLACK YELLOW
BLUE RED RED PINK YELLOW ORANGE
BLUE GREEN PURPLE YELLOW RED
GREEN BLACK PINK PURPLE BLACK

10. 1. TRAFFIC
3. ANALYTICS
2. WEBSITE

11. 1. TRAFFIC
3. ATTENTION
AND PERCEPTION
6. ANALYTICS
2. WEBSITE

12. 1. TRAFFIC
4. NEEDS AND
MOTIVATIONS
3. ATTENTION
AND PERCEPTION
6. ANALYTICS
2. WEBSITE

13. 1. TRAFFIC
4. NEEDS AND
MOTIVATIONS
5. PERSUASION
3. ATTENTION
AND PERCEPTION
6. ANALYTICS
2. WEBSITE

14. 1. TRAFFIC
4. NEEDS AND
MOTIVATIONS
5. PERSUASION
3. ATTENTION
AND PERCEPTION
6. ANALYTICS
2. WEBSITE
20%
of traffic budget

15. Speeds up growth

16. Speeds up creativity
“If you double the number
of experiments you do per
year you’re going to double
your inventiveness.”
Jeff Bezos, CEO, Amazon

17. Attention and Perception

20. 1. Change blindness
‘When a visual change is introduced and not seen.’

21. 2. Perceptual blindness
‘Failure to recognise something unexpected that is in plain site.’

22. 3. Visual cues
‘Visual cues strongly direct our attention.’

24. 4. Gaze plotting
‘We automatically focus our attention on what others are looking at.’

25. 4. Gaze plotting
‘We automatically focus our attention on what others are looking at.’
SIZE

26. 4. Gaze plotting
‘We automatically focus our attention on what others are looking at.’

27. 5. Attentional bias
‘We pay attention to things that touch us.’

28. 6. Visual fluency
‘The ease with which we understand what we see.’
Test of 150 women aged 17–26, accessing the images via facebook

29. 6. Visual fluency
‘The ease with which visual stimuli can be processed.’
62% 34% 4%
Test of 150 women aged 17–26, accessing the images via facebook

30. Test of 60 women aged 25–55, accessing the page via mobile device
6. Visual fluency
‘The ease with which visual stimuli can be processed.’

31. 6. Visual fluency
‘The ease with which visual stimuli can be processed.’
+40%
Test of 60 women aged 25–55, accessing the page via mobile device
£38.08 £53.33

32. 6. Visual fluency
‘The ease with which visual stimuli can be processed.’
SaleControl Limited Edition Signature StyleNew Season
Test of 100 males aged 25–55, accessing the page via a mobile device

33. SaleControl Limited Edition Signature StyleNew SeasonSaleControl Limited Edition Signature StyleNew Season
Test of 100 males aged 25–55, accessing the page via a mobile device
6. Visual fluency
‘The ease with which visual stimuli can be processed.’
£96.25£88.00£71.25£56.25£78.75

34. Control Signature Style
+22%
Test of 100 males aged 25–55, accessing the page via a mobile device
6. Visual fluency
‘The ease with which visual stimuli can be processed.’
£96.25£78.75

35. Needs and Motivation

36. 7. Intrinsic vs extrinsic motivation
‘We buy because we want to, or because we are told to.’

37. 7. Intrinsic vs extrinsic motivation
‘We buy because we want to, or because we are told to.’

38. 8. Labour-love effect
‘We like something more when we have invested effort into it.’

39. 9. Self efficacy
‘We are more likely to perform actions when we believe they are relevant to us
and that we can complete them.’

40. Persuasion

41. 10. Trust
‘We buy from those we trust.’

42. 10. Trust
‘We buy from those we trust.’

43. 11. Framing Effect
‘We react to a particular choice in different ways depending
on how it is presented and what is emphasised.’
Survey of 73 people

44. Survey of 73 people
11. Framing Effect
‘We react to a particular choice in different ways depending
on how it is presented and what is emphasised.’

45. Survey of 73 people
11. Framing Effect
‘We react to a particular choice in different ways depending
on how it is presented and what is emphasised.’
44% 56% 0%

46. 12. The power of free
‘We often pay too much when we pay nothing.’

47. 13. Scarcity
‘We infer value in something that has a limited availability.’
Combine multiple aspects to
induce ‘scarcity stress’

48. 13. Scarcity
‘We infer value in something that has a limited availability.’
Combine multiple aspects to
induce ‘scarcity stress’:
1. Emphasising ‘the limited availability’

49. 13. Scarcity
‘We infer value in something that has a limited availability.’
Combine multiple aspects to
induce ‘scarcity stress’:
1. Emphasising ‘the limited availability’
2. Emphasising ‘the recency of the
scarcity’

50. 13. Scarcity
‘We infer value in something that has a limited availability.’
Combine multiple aspects to
induce ‘scarcity stress’:
1. Emphasising ‘the limited availability’
2. Emphasising ‘the recency of the
scarcity’
3. Emphasising ‘the active
competition’ for the item

51. 13. Scarcity
‘We infer value in something that has a limited availability.’
Combine multiple aspects to
induce ‘scarcity stress’:
1. Emphasising ‘the limited availability’
2. Emphasising ‘the recency of the
scarcity’
3. Emphasising ‘the active
competition’ for the item
4. Combining it with a discount, while

52. Combine multiple aspects to
induce ‘scarcity stress’:
1. Emphasising ‘the limited availability’
2. Emphasising ‘the recency of the
scarcity’
3. Emphasising ‘the active
competition’ for the item
4. Combining it with a discount, while
5. Emphasising ‘the potential loss’
13. Scarcity
‘We infer value in something that has a limited availability.’

53. Original (Germany)
14. ‘Endowment’ and ‘labour-love’ effects

54. Original (Germany) Variation (Germany)
14. ‘Endowment’ and ‘labour-love’ effects

55. Original (Germany) Variation (Germany)
• Authority endorsement
• Visual cue
• Visual hierarchy
• Persuasive trigger
14. ‘Endowment’ and ‘labour-love’ effects

56. Original (Germany) Variation (Germany)
Sales
+43.51%
14. ‘Endowment’ and ‘labour-love’ effects

57. “When we switched to Endless Gain,
the impact was immediate.
Not only did the variations win significantly,
but more importantly, they identified
approximately $5 million in untapped
consumer revenue globally.
The experiments have also helped us to
identify and remodel how we sell and
market our products to our target audience,
boosting the efficiency and profitability
of our global marketing departments.”
Derek Gallagher
Ecommerce Manager, Trend Micro.

58. Thank you

59. Thank you
Neil McKay
neil@endlessgain.com
endlessgain.com
0161 672 6900
Step 2 of 2
Get in touch!