[convert.com webinar] pay attention: understanding the brain’s need for novely & shortcuts

Pay Attention: Understanding the Brain’s Need for

Novelty and Shortcuts

Tim Ash – CEO @tim_ash

• Best-practices website blueprints (tactical & strategic)

• Landing page test plans & strategy

• Internal optimization team mentoring & training

• More than 1000 clients since 2002

About SiteTuners

Meet Your Three Brains

Neo-cortex Limbic System Brain Stem

http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg

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

• 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”

• 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

Visual Attention Prediction Approaches

Eye Tracking

Mouse Tracking

Software Algorithm

• Visual processing is very powerful & quick

• Draw attention to offers with strong visuals

• Use people deliberately

• Don’t use unnecessary motion or animation

• Carefully consider 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

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

First 2 reviews will be personally conducted by Tim Ash (mention “CONVERT” after you order – must order by Jan 18, 2013)

2013 - San Francisco – Chicago - Boston – London - Berlin

Tim Ash

Tom Davenport

Michael Summers

Bryan Eisenberg

Patrick Bultema

Jakob Nielsen

Amy Africa

BJ Fogg

Steve Krug

Jared Spool

Roger Dooley

Susan Weinschenk

Brian Massey

Q&A and Contact Info

tim@sitetuners.com

(619) 990-9062 mobile

(619) 223-8020 work PST

twitter @tim_ash

www.linkedin.com/in/timash

facebook.com/tim.ash1

skype tim_ash1

[convert.com webinar] pay attention: understanding the brain’s need for novely & shortcuts

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