startup marketing conference - october 23, 2014
TRANSCRIPT
#StartupMarketingConf #CRO @tim_ash
Conversion Hacking The Brain: How to Increase ROI by Being Irrational
Tim Ash – CEO, SiteTuners
San Francisco - October 23, 2014
#StartupMarketingConf #CRO @tim_ash
About SiteTuners
• San Diego based conversion rate optimization agency
• Large and small company clients worldwide
Practice areas:
– Landing page test plans & testing strategy development
– Conversion-focused website blueprints (full redesigns & quick facelifts)
– Ongoing conversion management, knowledge transfer & training
#StartupMarketingConf #CRO @tim_ash
#StartupMarketingConf #CRO @tim_ash
Part I Split Personalities
(the tale of your three brains)
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Copyright © 2012, SiteTuners - All Rights Reserved.
http://images2.fanpop.com/image/photos/12000
000/Spock-mr-spock-12083341-1440-1080.jpg
Copyright © 2012, SiteTuners - All Rights Reserved.
http://images2.fanpop.com/image/photos/12000
000/Spock-mr-spock-12083341-1440-1080.jpg
Copyright © 2012, SiteTuners - All Rights Reserved.
http://images2.fanpop.com/image/photos/12000
000/Spock-mr-spock-12083341-1440-1080.jpg
Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
Copyright © 2012, SiteTuners - All Rights Reserved.
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How the Brain Actually Works
Is it dangerous?
START No
Is it novel?
Yes
Deal with it Ignore It
No
Yes
Consciously Explore It
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The Old Sales Funnel
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The New Sales Funnel
Neo-cortex
Limbic System
Brain Stem
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Part II Practical Strategies
(how to make money off of this stuff)
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#StartupMarketingConf #CRO @tim_ash
#StartupMarketingConf #CRO @tim_ash
#StartupMarketingConf #CRO @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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#StartupMarketingConf #CRO @tim_ash
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$59 $125 $125
16% 0% 84%
Three choice scenario
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$59 $125
68% 32%
Two choice snenario
-30%
#StartupMarketingConf #CRO @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”
• Changing the context of your offer can have a big effect
Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
#StartupMarketingConf #CRO @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
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Most of Your Brain is Involved in Visual Processing
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You Have Two Types Of Vision
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Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
#StartupMarketingConf #CRO @tim_ash
#StartupMarketingConf #CRO @tim_ash
#StartupMarketingConf #CRO @tim_ash
#StartupMarketingConf #CRO @tim_ash
#StartupMarketingConf #CRO @tim_ash
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?
#StartupMarketingConf #CRO @tim_ash
#StartupMarketingConf #CRO @tim_ash
#StartupMarketingConf #CRO @tim_ash
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#StartupMarketingConf #CRO @tim_ash
#StartupMarketingConf #CRO @tim_ash
#StartupMarketingConf #CRO @tim_ash
The Visual Hierarchy
Text Images Motion
#StartupMarketingConf #CRO @tim_ash
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
#StartupMarketingConf #CRO @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
#StartupMarketingConf #CRO @tim_ash
Part III Full Circle
(back to inner space)
#StartupMarketingConf #CRO @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
Copyright © 2014, SiteTuners - All Rights Reserved. #INBOUND14 @tim_ash
#StartupMarketingConf #CRO @tim_ash
#StartupMarketingConf #CRO @tim_ash
#StartupMarketingConf #CRO @tim_ash
#StartupMarketingConf #CRO @tim_ash
#StartupMarketingConf #CRO @tim_ash
#StartupMarketingConf #CRO @tim_ash
SAVE $400 • increase your revenue and profit
• generate more leads
• land more customers
• boost sales and paid memberships
• maximize your marketing ROI
May 13-14, 2015 Rio All-suites Hotel & Casino
#StartupMarketingConf #CRO @tim_ash
Get a Free 15-minute Conversion Review
• Interactive review of your key conversion paths
• Conducted by SiteTuners conversion staff
• Identify key segments and opportunities for customization
• Video transcript recorded via GoToMeeting
• Offer good only for companies generating at least $1 million annually in online revenue. New customers only please.
Limited Availability – first 3 to sign up
To take advantage of this FREE offer you must schedule by October 24, 2014
Bit.ly/CROreview
#StartupMarketingConf #CRO @tim_ash
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