Brain Studies and Conversion

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Yulia V Smirnova speech on Aug 25, 2012, Sao Paulo, eCommerce Brazil 2012 @2pm. Site experience is all about facilitating the right environment to bring to attention what shoppers came for, keep it focused for some time to solidify the decision and bring them back to repeat the same actions. http://www.memesponge.com/2012/09/brain-studies-behind-conversion-behavior/

Empresariales Tecnología

Brain Studies & Conversion

Yulia V Smirnova
Site Experience Manager @ Walmart.com US

http://www.linkedin.com/in/ysmirnova
Blog: www.memesponge.com
@memesponge

Aug 25, 2012

David Copperfield Magician

Source: Google image, YouTube

3 ways to Manage Attention

①Control the Stage Experience

②Sprinkle Dopamine into Site Experience

③Pump up Oxytocin into Shopping
Experience

Control the Stage Experience

Be a magician
 Take shoppers
attention where
you want it to go

Decision Making in a Human Brain

Source: David Rock, Your Brain at Work

Decision Stage in a Human Brain
NOT XXXL size

Decision Stage in a Human Brain
Likely xs size

Control the Stage Experience
Reduce Functionality

Control the Stage Experience
Limit & Guide Implicitly

Source: Dan Lockton, Design with Intent, Perception Lens

Control the Stage Experience
Simplify, Automate,
Integrate

Control the Stage Experience
Do the AUDITION for
THEM

Source: Holly Carrington , IRCE 2102

Control the Stage Experience

Be a magician

 Reduce,
simplify,
guide
implicitly

 Do the work
for them

Source: Google image

Sprinkle Dopamine into
Site Experience

Organic chemical in human brain springs
our thoughts and muscles in action, helps
to focus attention

Source: Google

Sprinkle Dopamine into Site Experience

Source: my Facebook feed

Sprinkle Dopamine into Site Experience
Novelty, Surprise,
Humor

Source: Etsy.com

Sprinkle Dopamine into Site Experience
Novelty, Surprise,
Humor

Sprinkle Dopamine into
Site Experience
 Novelty, surprise, humor activate dopamine

 Dopamine re-focuses attention
 It feels like a reward
 Sometimes, it’s addictive
Source: Daniel Amen, Your Brain in Love

Pump Up Oxytocin into
Shopping Experience

Pump Up Oxytocin into
Shopping Experience

 Organic chemical in human brain triggers
bonding, attachment, also known as a

“Love hormone”

Source: Daniel Amen, Your Brain in Love

Pump Up Oxytocin into Shopping
Experience

HUMANIZE

“Your shopping cart is so needy….”

Pump Up Oxytocin into Shopping
Experience

HUMANIZE

Pump Up Oxytocin into Shopping
Experience

HUMANIZE

Source: TeaCollection.com

Pump Up Oxytocin into
Shopping Experience

 Integrating social, humanizing shopping xp activates oxytocin

 Oxytocin drives repeat visits
 Repeat visits reinforce focused attention now or
later

 Eventually, they convert & bring entire village with them

3 ways to Manage Attention

① Control the Stage Experience
② Sprinkle Dopamine into Site
Experience

① Pump up Oxytocin into Shopping
Experience

3 ways to Manage Attention

2.
1. Make
Surprise
it easy
me

3. Be
human

Attention is more than $$

① Attention = intention
② Focused attention = action
③ Repeat focused attention =
retention

Muita Obrigada 
Yulia V Smirnova
http://www.linkedin.com/in/ysmirnova
Blog: www.memesponge.com
@memesponge
yulia@memesponge.com

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Brain Studies and Conversion

1. Brain Studies & Conversion Yulia V Smirnova Site Experience Manager @ Walmart.com US http://www.linkedin.com/in/ysmirnova Blog: www.memesponge.com @memesponge Aug 25, 2012

2. Brain Studies & Conversion

3. Attention = mental $$$

4. Attention drives any human action

5. David Copperfield Magician Source: Google image, YouTube

6. 3 ways to Manage Attention ①Control the Stage Experience ②Sprinkle Dopamine into Site Experience ③Pump up Oxytocin into Shopping Experience

7. Control the Stage Experience Be a magician  Take shoppers attention where you want it to go

8. Decision Making in a Human Brain Source: David Rock, Your Brain at Work

9. Decision Stage in a Human Brain NOT XXXL size

10. Decision Stage in a Human Brain Likely xs size

11. Control the Stage Experience Reduce Functionality

12. Control the Stage Experience Reduce Functionality

13. Control the Stage Experience Limit & Guide Implicitly Source: Dan Lockton, Design with Intent, Perception Lens

14. Control the Stage Experience Simplify, Automate, Integrate

15. Control the Stage Experience Do the AUDITION for THEM Source: Holly Carrington , IRCE 2102

16. Control the Stage Experience Be a magician  Reduce, simplify, guide implicitly  Do the work for them Source: Google image

17. Sprinkle Dopamine into Site Experience Organic chemical in human brain springs our thoughts and muscles in action, helps to focus attention Source: Google

18.

19. Sprinkle Dopamine into Site Experience Source: my Facebook feed

20. Sprinkle Dopamine into Site Experience Source: my Facebook feed

21. Sprinkle Dopamine into Site Experience Novelty, Surprise, Humor Source: Etsy.com

22. Sprinkle Dopamine into Site Experience Novelty, Surprise, Humor

23. Sprinkle Dopamine into Site Experience Novelty, Surprise, Humor

24. Sprinkle Dopamine into Site Experience  Novelty, surprise, humor activate dopamine  Dopamine re-focuses attention  It feels like a reward  Sometimes, it’s addictive Source: Daniel Amen, Your Brain in Love

25. Pump Up Oxytocin into Shopping Experience

26. Pump Up Oxytocin into Shopping Experience  Organic chemical in human brain triggers bonding, attachment, also known as a “Love hormone” Source: Daniel Amen, Your Brain in Love

27. Pump Up Oxytocin into Shopping Experience HUMANIZE “Your shopping cart is so needy….”

28. Pump Up Oxytocin into Shopping Experience HUMANIZE

29. Pump Up Oxytocin into Shopping Experience HUMANIZE

30. Pump Up Oxytocin into Shopping Experience HUMANIZE Source: TeaCollection.com

31. Pump Up Oxytocin into Shopping Experience  Integrating social, humanizing shopping xp activates oxytocin  Oxytocin drives repeat visits  Repeat visits reinforce focused attention now or later  Eventually, they convert & bring entire village with them

32. 3 ways to Manage Attention ① Control the Stage Experience ② Sprinkle Dopamine into Site Experience ① Pump up Oxytocin into Shopping Experience

33. 3 ways to Manage Attention 2. 1. Make Surprise it easy me 3. Be human

34. Attention is more than $$ ① Attention = intention ② Focused attention = action ③ Repeat focused attention = retention

35. Muita Obrigada  Yulia V Smirnova http://www.linkedin.com/in/ysmirnova Blog: www.memesponge.com @memesponge yulia@memesponge.com

Notas del editor

Yulia Smirnova, Site Experience Manager at Walmart.com US in San Francisco Bay area. In her work, she is responsible for identifying 80/20 revenue opportunities for online business through observing patterns in online shopping behavior & streamlining their site shopping experience. Her past accomplishments include: optimizing SEO and conversion for Shopping.com, part of eBay and cart & checkout experience for Texas Instruments. Yulia’s expertise is a rich mix of online marketing, psychology, user experience, design, web analytics and recently neuroscience.
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