Neuromarketing: The Brain Science of Web Marketing
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Andy Crestodina @crestodina orbitmedia.com/blog
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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, Andy will review the research, the case studies and the specific web marketing tactics that work with natural, human behavioral tendencies. • Herds, Halos and How to use Social Proof • Calls to Action? Or Calls to Conform? • Context, contrast and the power of priming • Fear, Loss and Scarcity • Eye tracking, Design and Busy Minds We'll reveal secrets of marketing masters with specific examples of the relationship between the brain, behavior and marketing on the web. If there are humans in your target audience, this presentation is for you.
Transcript of Neuromarketing: The Brain Science of Web Marketing
Andy Crestodina@crestodina
orbitmedia.com/blog
Persuasion Research…
Persuasion Research… Social influence Research…
Persuasion Research… Social influence Research… Cognitive Bias Research…
Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology…
Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies…
Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research…
Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research… Non-Rational, Unconscious Decision Making…
Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research… Non-Rational, Unconscious Decision Making… Sociology…
Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research… Non-Rational, Unconscious Decision Making… Sociology… Eye-Tracking Studies…
Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research… Non-Rational, Unconscious Decision Making… Sociology… Eye-Tracking Studies… Behavioral Economics…
Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research… Non-Rational, Unconscious Decision Making… Sociology… Eye-Tracking Studies… Behavioral Economics… Behavioral Science…
Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research… Non-Rational, Unconscious Decision Making… Sociology… Eye-Tracking Studies… Behavioral Economics… Behavioral Science… Brain Science…
Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research… Non-Rational, Unconscious Decision Making… Sociology… Eye-Tracking Studies… Behavioral Economics… Behavioral Science… Brain Science… Social Neuroscience…
Persuasion Research… Social influence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research… Non-Rational, Unconscious Decision Making… Sociology… Eye-Tracking Studies… Behavioral Economics… Behavioral Science… Brain Science… Social Neuroscience… Neuromarketing!
Which sign will keep him on the path?
Jedi Marketing Tricks
“These are not the droids your looking for…”Obi-Wan Kenobi
"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.”
Others’ behavior, Positive
Others’ behavior, Negative
Desired behavior, Positive
Desired behavior, Negative
Which sign worked?
Source: Pat Winter, PhD,
SOCIAL PROOF1
“When people are free to do as they please, they usually imitate each other.”
Eric HofferSocial Philosopher
Endorsement from Influencer
Trust from Awards and Memberships
source: Baymard Site Seal Trust Report
Testimonials = supportive evidence
Never make a testimonials page
Call to Action Conform
Signup Box Best Practices
1.Prominence
2.Promise
3.Proof!
Before…
After…
1900% increase. Not bad!
Everybody’s doing it!
As seen in…
As seen in…
Social Media Widgets
Social Proof Can Backfire!
1. Testimonials2. Endorsements3. Social Media Shares4. Social Media Widgets5. Certifications6. Number of happy customers7. “Our most popular” Best-seller8. Studies and Statistics9. Press Mentions10. Reviews
10 Ways to Offer Proof
“When you say it, it’s marketing…When they say it, it’s social proof.”
PRIMING2
How to double sales…
source: Get closer to your customers by understanding how they make their choices
Priming & Anchoring
More is Less
+ 233% Conversion Rate + 40% Average Order Value + 366% Average Revenue / Click
All varieties…
Top seller only…
source: Adlucent
Don’t give too many options on landing pages!
Too Many Options
source: 5 Easy Tips to Improve Every Blog Design
LOSS AVERSION& SCARCITY3
pain of loss > pleasure of gain
Operators are standing by. Please call now.
Save your data
Tickets available now.
Buy now and save $10.
Language of Scarcity and Loss
If operators are busy, please call again.
Don’t Lose your data.
It sold out last time.
Don’t throw away $10.
1. Rebates2. Trial Periods3. Free Samples4. Early bird registration5. Countdown Clocks6. Limited Supply
6 Ways to Leverage Loss/Safety
Remind readers what they’ll miss, risk or lose by not choosing you.
#FOMO
Contrast
source: Ted.com “Nancy Duarte: The secret structure of great talks”
WRITING TIPS4
List Order: Serial Position EffectReaders have higher attention and retention for items at the beginning and end of lists
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
Headlines: Emotions Get SharedContent that evokes specific emotions is more likely to be shared…
source: What makes online content go viral?
Format for Readers Scanners
source: 5 Easy Tips to Improve Every Blog Design
VISUAL TIPS5
Use of Images
Are articles by neuroscientistsmore credible when they includeimages of fMRI brain scans?
What if the image is irrelevant?
Yes. Pictures = Persuasion
Source: Neuromarketing, Brain Image Bias
Colors, Trucks and Hegwig Von Restorff
Source: Techwys, Heatmaps for Improved Landing Page Conversion
Action Colors & Conversions
Eye Tracking Studies show…
…you look where they look!
Are you an optimist? Or pessimist?
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.”
“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…
Source: New York Times, Hear, All Ye People; Hearken, O Earth.
Baskerville, the most credible font
More Brains…• List of Cognitive Biases (Wikipedia)• Web Design Tips Based on Brain Science• 15 behavioral marketing posts you shouldn’t miss• Stanford Web Credibility Lab• List of 81 Neuromarketing Books
Anything by…• Robert Cialdini• Gregory Ciotti• Derek Halpern
Andy Crestodina@crestodina
orbitmedia.com/blog
