brain based conversions - using psychology and neurology to drive behavior

March 4th, 2015

Brain Based Conversions Using psychology & neurology to drive behavior

Luke Summerfield

Peak Performance Strategist

@SavvyLuke

searchmarketingexpo.com

@SavvyLuke #SMX #21c



I HAVE A

CONFESSION TO

MAKE…



bit.ly/??????



WHAT IS OUR

GOAL AS

MARKETERS?



BEHAVIOR

@SavvyLuke



WHAT

TRIGGERS

BEHAVIOR?



WHERE TO

TEST

WHAT TO

TEST

RUNNING

THE TEST

1 2 3


@SavvyLuke #SMX #21c @SavvyLuke



CONSCIOUS BRAIN

• Rational Thought

• Planning

• Language

• Facts and Figures

• Statistics

Neocortex



SUBCONSCIOUS BRAIN

• Emotions

• Behaviors

• Memories

• Primal Urges



WHAT’S THE

PROBLEM?



• User Testing

• Focus Groups

• Surveys

• Feedback

• Interviews



• Facts

• Figures

• Features

• Statistics

• Price



http://www.flickr.com/photos/kalexanderson/5421517469/sizes/l/in/photolist-9g5Gg8







https://www.flickr.com/photos/re_birf/69485963/sizes/o/





https://www.flickr.com/photos/arselectronica/4306147303





BRAIN BASED

MESSAGING



AUTHORITY

• User Testing

• Focus Groups

• Surveys

• Feedback

• Interviews



SOCIAL PROOF

• Number of

customers

• Community Favorite

• User Photos/Videos

• Reviews / Ratings



RECIPROCITY

• Content Offers

• Thank You Page Offers



People Like Us

Images / Video

Testimonials



BRAIN BASED

DESIGN



77% Use

multiple devices when watching TV



?

?

?

RAS Attention Triggers



Motion

?

?




MOTION

• Show, don’t tell

• JS Animation /

Hover

• Video hero boards

• Slide ups



Motion

?

?




MIRROR NEURONS



PLACE THEM IN

• Show them using it

• Show life after

words

• Show their emotion



Attracted to People

• Beautiful people /

Babies

• Individuals vs. Groups

• Direction of Eyes



WHERE TO

TEST

WHAT TO

TEST

RUNNING

THE TEST

1 2 3



Only 24 hours! No Sharing Links!

[scarcity]

[social proof] [commitment]

http://hubs.ly/y0xsSt0

http://bit.ly/BrainBundle




EasyEyeTracking.com

http://hubs.ly/y0xsSt0





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