[convert.com webinar] pay attention: understanding the brain’s need for novely & shortcuts
TRANSCRIPT
Copyright © 2013 SiteTuners - All Rights Reserved.
Pay Attention: Understanding the Brain’s Need for
Novelty and Shortcuts
Tim Ash – CEO @tim_ash
#CRO
Copyright © 2013, SiteTuners - All Rights Reserved.
• Best-practices website blueprints (tactical & strategic)
• Landing page test plans & strategy
• Internal optimization team mentoring & training
• More than 1000 clients since 2002
About SiteTuners
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Meet Your Three Brains
Neo-cortex Limbic System Brain Stem
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http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg
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http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved.
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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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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”
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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
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Visual Attention Prediction Approaches
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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 deliberately
• Don’t use unnecessary motion or animation
• Carefully consider how you deploy video
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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
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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)
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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
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Q&A and Contact Info
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/tim.ash1
skype tim_ash1