e-commerce brasil tim ash keynote
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Congress of Brazil E-Commerce Search & Sales 2013 - Tim Ash Keynote AddressTRANSCRIPT
Copyright © 2013, SiteTuners - All Rights Reserved.
It’s Irrational:Why selling to the logical brain will not bring results
Tim Ash – CEO SiteTuners
@tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
• Conversion-focused website blueprints (tactical or strategic)
• Landing page test plans & testing strategy
• Internal optimization team training & mentoring
• More than 1200 clients worldwide since 2002
About SiteTuners
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Part ISplit Personalities
(the tale of your three brains)
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Copyright © 2012, SiteTuners - All Rights Reserved.
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http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg
Copyright © 2012, SiteTuners - All Rights Reserved.
http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg
Copyright © 2012, SiteTuners - All Rights Reserved.
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Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Your Brain is an Evolutionary Collage
• You actually have three “brains”
• Neo-cortex – reasons & plans
• Limbic System - feels & remembers
• Brain Stem – reacts & survives
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Part IIFeeding The Lizard
(understanding the reptilian brain)
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Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
How the Reptilian Brain Works
Is it dangerous?START
NoIs it novel?
Yes
Deal with it Ignore It
No
YesExplore It
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Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
The Real Sales Funnel
Neo-cortex
Limbic System
Brain Stem
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Understand How The Reptilian Brain Works
• Does things the same way and never learns
• Cares only about basic survival
• Is the gatekeeper for the other 2 brains
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Part IIIPractical Strategies
(how to make money off of this stuff)
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Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
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
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Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
2 - What you need to know
• 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”
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
3 - What you need to know
• 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
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Most of Your Brain is Involved in Visual Processing
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You Have Two Types Of Vision
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Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Ways To Get Insights Into Visual Attention
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Eye Tracking
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Mouse Tracking
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Software Algorithm
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4 - What you need to know
• 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
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
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
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Part IVFull Circle
(back to inner space)
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Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
2013: San Francisco – Paris - Chicago – Boston – London - Berlin
Tim Ash
TomDavenport
MichaelSummers
BryanEisenberg
PatrickBultema
JakobNielsen
AmyAfrica
BJFogg
SteveKrug
JaredSpool
RogerDooley
SusanWeinschenk
BrianMassey
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Express Review - Special Offer• 45 or 90-min interactive review of landing page
• Video transcript recorded via GoToMeeting
• Includes AttentionWizard “attention heatmap” of page
http://Express-Review.com – Starting at only $699
Mention “BRAZIL” after you order to get $100 off
(order before March 30, 2013 by credit card)
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