brainfluence conversion: turning browsers into buyers

Brainfluence Conversion: Turning

Browsers Into Buyers

Affiliate Summit Central 2012May 15, 2012

Roger Dooley Dooley Direct, LLC

NeuroscienceMarketing.comRogerDooley.com

[email protected]@rogerdooley

Poll: Brainfluence Conversion: Turning Browser...

MostMarketing

Fails.@rogerdooley

#ASC12 #Brainfluence

“Half my advertising is wasted…”

“…if only I knew which half!”

@rogerdooley#ASC12 #Brainfluence

Wanamaker guessedTOO LOW!

Wanamaker guessedTOO LOW!


95% of New Products


95% of New Products

(Acupoll)


98% of Direct Mail


98% of Direct Mail

(DMA)@rogerdooley#ASC12 #Brainfluence

98% of Emails


98% of Emails

(DMA)@rogerdooley


20% of Ad Campaigns


Project Impact

2008 Research:

“Stores too cluttered”@rogerdooley


Real Impact: -$1.85 Billion

Source: DailyArtifacts.com, Phil Terry


Project Impact

2010 Research:

“Want more products”@rogerdooley


MostMarketing

Fails.@rogerdooley


Iceberg: 88% Hidden

(Lakoff & Johnson)

Mind: 95% Subconscious@rogerdooley #ASC12 #Brainfluence

Neuromarketing

@rogerdooley@rogerdooley#ASC12 #Brainfluence

Psychology & Social Science

ResponseStimulus

Brain

Neuroscience

Neuroscience•EEG•fMRI•MEG•Biometrics

BehavioralScience

•Behavior Studies•Eye Tracking•Facial Coding•Response Timing


Neuro-Nudges

Your offer+

neuro-nudge(s)=


Kantar Media@rogerdooley


77%Free

Shipping

56%Free

Returns

Kantar Media@rogerdooley


VS.


vs. 20¢@rogerdooley


Use FREE offersinstead of very cheap

ones.

#64 @rogerdooley#ASC12 #Brainfluence

Scarcity

Photo via Doniv.org

Vs.


Scarcity +Social Proof!


Creating Scarcity


Use SCARCITY to makeyour offer more

attractive.


Scarcity on Steroids


FTW@rogerdooley


Amp up SCARCITY EFFECT by showing decreasing

availability.


Anchors


IrrelevantAnchors

Social Security # Estimated Price00-19 $1620-39 $2740-59 $2960-79 $3580-99 $56

Researcher: Ariely@rogerdooley#ASC12 #Brainfluence

Photos via NASCAR, NFL

Value?@rogerdooley


Even irrelevant numberscan create price anchors

- avoid low values.


Socializing?

image credit: jessicaswanson.com


TheUltimatum

Game@rogerdooley


Ultimatum Game Results


Effect of Social Conversation


To increase conversion, socialize first.


Source: James Breeze@rogerdooley #ASC12 #Brainfluence

Use baby images to attract and focus attention.


Rude Interruption Justifies Bad

Behavior


What canceledrudeness effect?


Apologies really DO work. Apologize!


What small change did this?

• Fair Price – Up 7%• Caring – Up 11%• Fair Treatment – Up 20%• Quality – Up 30%• Competency – Up 33%


“You can trust us to dothe job for you.”

#38@rogerdooley


Personalizaton

Dear Roger,

I’ve got a deal…

The Doppelganger Effect

Brand Preference@rogerdooley


Social Personalizatio

n

Social Personalizatio

n


The Doppelganger Effect


St. Bonaventure Universityhttp://www.becomingextraordinary.net/

(Courtesy: Hobsons)@rogerdooley


St. Bonaventure Universityhttp://www.becomingextraordinary.net/

(Courtesy: Hobsons)

Playboy: http://youtu.be/isjPpbmnaYo

Amazing use of Facebook data: http://www.takethislollipop.com/

http://youtu.be/isjPpbmnaYo

http://www.takethislollipop.com/

Untapped opportunity:Put your customer

in the ad.


Sellingto

Guys?@rogerdooley


Impatient

Short Term Emphasis

-Margo Wilson and Martin Daly@rogerdooley


Attractive Photo =

-4% Interest Rate

Marianne Bertrand et al, 2005


Test

Source:Ion

Interactive

+95%

+35%Source:

IonInteractive

Convert more guys with “mating triggers.”


Decoy Marketing


Subscription Offer A

$59 – Internet Only

$125 – Internet & Print

From Predictably Irrational by Dan Ariely


Subscription Offer A

$59 – Internet Only (68)

$125 – Internet & Print (32)Predicted Revenue – $8,012

From Predictably Irrational by Dan Ariely@rogerdooley


Subscription Offer B

$59 – Internet Only $125 – Print Only $125 – Internet & Print



Subscription Offer B

$59 – Internet Only (16)$125 – Print Only $125 – Internet & Print (85)Predicted Revenue – $11,444



Add a less attractive offer to boost sales of a similar

offer.


More Decoy Marketing


http://www.neurosciencemarketing.com/blog/wp-content/photos/compromise_marketing.jpg

@rogerdooley


Add a more expensive product to boost sales of a

lower priced one.

#9@rogerdooley


Simple Fonts Convince


Use simple fonts to minimize perceived effort.


#26

“The most important word in the vocabulary of advertising is TEST.”

-David Ogilvy


Brainfluence Conversion: Turning

Browsers Into Buyers

Affiliate Summit Central 2012May 15, 2012

Roger Dooley Dooley Direct, LLC

NeuroscienceMarketing.comRogerDooley.com

[email protected]@rogerdooley

brainfluence conversion: turning browsers into buyers

Business

brainfluence source

brainfluence kantar

scarcity effect

scarcity photo

rudeness effect

effect of social conversation

price anchors

new products