2014 10 23_conversion_hacking_brain_startup_marketing_conf_sf_16x9

#StartupMarketingConf #CRO @tim_ash

Conversion Hacking The Brain: How to Increase ROI by Being Irrational

Tim Ash – CEO, SiteTuners

San Francisco - October 23, 2014


About SiteTuners

• San Diego based conversion rate optimization agency

• Large and small company clients worldwide

Practice areas:

– Landing page test plans & testing strategy development

– Conversion-focused website blueprints (full redesigns & quick facelifts)

– Ongoing conversion management, knowledge transfer & training


Part I Split Personalities

(the tale of your three brains)

Copyright © 2012, SiteTuners - All Rights Reserved.

http://images2.fanpop.com/image/photos/12000

000/Spock-mr-spock-12083341-1440-1080.jpg


How the Brain Actually Works

Is it dangerous?

START No

Is it novel?

Yes

Deal with it Ignore It

No

Yes

Consciously Explore It


The Old Sales Funnel


The New Sales Funnel

Neo-cortex

Limbic System

Brain Stem


Part II Practical Strategies

(how to make money off of this stuff)


1 - What you need to know

• Making choices tires the brain and can make subsequent decision making difficult

• Help guide customers (wizards – not filtering)

• Do not overwhelm

• Remove similar choices


$59 $125 $125

16% 0% 84%

Three choice scenario


$59 $125

68% 32%

Two choice snenario

-30%



• We anchor on the first thing we see

• Add a new high-end item (which will not sell well)

• Show in decreasing price order

• Sales of reasonable compromise will increase

• Irrational anchors can be put in the “lobby”

• Changing the context of your offer can have a big effect



• People are tribal

• Some tribes are self-selected

• We care more about people similar to us

• Look the part

• Communicate your values with editorial tone

• Don’t worry about alienating outsiders


Most of Your Brain is Involved in Visual Processing


You Have Two Types Of Vision


?


The Visual Hierarchy

Text Images Motion



• Visual processing is very powerful & quick

• Draw attention to offers with strong visuals

• Use people carefully to support calls-to-action

• Don’t use unnecessary motion or animation

• Test and refine how you deploy video


Summary

1. Create a small number of clear choices

2. Use a big anchor

3. Be in my cultural tribe

4. Understand the power of visuals


Part III Full Circle

(back to inner space)

SAVE $400 • increase your revenue and profit

• generate more leads

• land more customers

• boost sales and paid memberships

• maximize your marketing ROI

May 13-14, 2015 Rio All-suites Hotel & Casino


Get a Free 15-minute Conversion Review

• Interactive review of your key conversion paths

• Conducted by SiteTuners conversion staff

• Identify key segments and opportunities for customization

• Video transcript recorded via GoToMeeting

• Offer good only for companies generating at least $1 million annually in online revenue. New customers only please.

Limited Availability – first 3 to sign up

To take advantage of this FREE offer you must schedule by October 24, 2014

Bit.ly/CROreview


Contact Info

[email protected]

(619) 990-9062 mobile

(619) 223-8020 work PST

twitter @tim_ash

www.linkedin.com/in/timash

facebook.com/tim.ash1

skype tim_ash1

http://www.amazon.com/Landing-Page-Optimization-Definitive-Conversions/dp/0470610123/

http://attentionwizard.com/

http://conversionconference.com/

http://sitetuners.com/

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