SearchLove Boston 2015 | Luke Summerfield, 'Brain-Based Conversions'
Transcript of SearchLove Boston 2015 | Luke Summerfield, 'Brain-Based Conversions'
![Page 1: SearchLove Boston 2015 | Luke Summerfield, 'Brain-Based Conversions'](https://reader038.fdocuments.net/reader038/viewer/2022110122/55a7825a1a28ab253e8b47f5/html5/thumbnails/1.jpg)
@SavvyLuke
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@SavvyLuke
I HAVE A CONFESSION TO
MAKE…
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@SavvyLuke
bit.ly/??????
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@SavvyLuke
WHAT IS OURGOAL AS
MARKETERS?
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@SavvyLuke
BEHAVIOR
@SavvyLuke
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@SavvyLuke
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@SavvyLuke
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@SavvyLuke
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@SavvyLuke
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@SavvyLuke@SavvyLuke
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@SavvyLuke
WHAT TRIGGERS
BEHAVIOR?
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@SavvyLuke
BRAIN BASEDCONVERSIONS
USING PSYCHOLOGY & NEUROLOGYTO BOOST CONVERSIONS
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@SavvyLuke
WHERE TOTEST
WHAT TOTEST
RUNNING THE TEST
1 2 3
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@SavvyLuke
WHERE TOTEST
WHAT TOTEST
RUNNING THE TEST
1 2 3
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@SavvyLuke@SavvyLuke
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@SavvyLuke
CONSCIOUS BRAIN
• Rational Thought
• Planning
• Language
• Facts and Figures
• Statistics
Neocortex
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@SavvyLuke
• Emotions
• Behaviors
• Memories
• Primal Urges
SUBCONSCIOUS BRAIN
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@SavvyLuke
WHAT’S THE PROBLEM?
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@SavvyLuke @SavvyLuke
• User Testing • Focus Groups • Surveys • Feedback • Interviews
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@SavvyLuke
• Facts
• Figures
• Features
• Statistics
• Price
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@SavvyLukehttp://www.flickr.com/photos/kalexanderson/5421517469/sizes/l/in/photolist-9g5Gg8
@SavvyLuke
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@SavvyLukehttps://www.flickr.com/photos/re_birf/69485963/sizes/o/
@SavvyLuke
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@SavvyLuke https://www.flickr.com/photos/arselectronica/4306147303@SavvyLuke
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@SavvyLuke
MESSAGINGBRAIN BASED
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@SavvyLuke
AUTHORITY • Testimonials / Case studies
• Awards
• High profile clients
• Speaking / Writing
• Partner with authorities
@SavvyLuke
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@SavvyLuke@SavvyLuke
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@SavvyLuke
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@SavvyLuke
SOCIAL PROOF
• Number of customers
• Community Favorite
• User Photos / Videos
• Reviews / Ratings
@SavvyLuke
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@SavvyLuke
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@SavvyLuke
Social Monitor + Embedable Tweets
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@SavvyLuke
RECIPROCITY
• Content Offers
• Thank You Page Offers
@SavvyLuke
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@SavvyLuke
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@SavvyLuke
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@SavvyLuke
• Content offers
• Use a countdown
• Invite only
SCARCITY
@SavvyLuke
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@SavvyLuke
add example
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@SavvyLuke
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@SavvyLuke @SavvyLuke
People Like Us
Images / Video
Testimonials
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@SavvyLuke
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@SavvyLuke
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@SavvyLuke
DESIGNBRAIN BASED
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@SavvyLuke@SavvyLuke
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@SavvyLuke@SavvyLuke
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@SavvyLuke
77% Usemultiple devices when watching TV
@SavvyLuke
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@SavvyLuke
?
?
?
RAS Attention Triggers
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@SavvyLuke
Motion
?
?
RAS Attention Triggers
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@SavvyLuke
MOTION
• Show, don’t tell
• JS Animation / Hover
• Video hero boards
• Slide ups
@SavvyLuke
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@SavvyLuke
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@SavvyLuke
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@SavvyLuke
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@SavvyLuke
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@SavvyLuke
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@SavvyLuke
Motion
?
RAS Attention Triggers
Novelty
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@SavvyLuke
NOVELTY
https://www.flickr.com/photos/thelotuscarroll/13957428894
• “New”
• Out of the ordinary
• Contrast principle
• Time constrained
• Don’t overload
@SavvyLuke
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@SavvyLuke
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@SavvyLuke
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@SavvyLuke
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@SavvyLuke
Motion
?
RAS Attention Triggers
Ambiguity
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@SavvyLuke@SavvyLuke
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@SavvyLuke
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@SavvyLuke
MIRROR NEURONS
@SavvyLuke
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@SavvyLuke@SavvyLuke
Mirror Neurons
• Place them in
• Emotions during use
• Show life after words
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@SavvyLuke @SavvyLuke
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@SavvyLuke @SavvyLuke
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@SavvyLuke @SavvyLuke
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@SavvyLuke
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@SavvyLuke @SavvyLuke
Attracted to People
• Beautiful people / Babies
• Individuals vs. Groups
• Direction of Eyes
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@SavvyLuke
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@SavvyLuke
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@SavvyLuke
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@SavvyLuke
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@SavvyLuke@SavvyLuke
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@SavvyLuke
WHERE TOTEST
WHAT TOTEST
RUNNING THE TEST
1 2 3
![Page 73: SearchLove Boston 2015 | Luke Summerfield, 'Brain-Based Conversions'](https://reader038.fdocuments.net/reader038/viewer/2022110122/55a7825a1a28ab253e8b47f5/html5/thumbnails/73.jpg)
@SavvyLuke
WHERE TOTEST
WHAT TOTEST
RUNNING THE TEST
1 2 3
![Page 74: SearchLove Boston 2015 | Luke Summerfield, 'Brain-Based Conversions'](https://reader038.fdocuments.net/reader038/viewer/2022110122/55a7825a1a28ab253e8b47f5/html5/thumbnails/74.jpg)
@SavvyLuke
Only 24 hours! No Sharing Links!
[scarcity]
[social proof] [commitment]
http://hubs.ly/y0xsSt0
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@SavvyLuke
EasyEyeTracking.com
http://hubs.ly/y0xsSt0