Keynote at ConversionSUMMIT 2013, Frankfurt, Germany

Brainfluence: Getting Inside Your Customer’s

Roger Dooleyrogerdooley.comrogerd@dooleydirect.comTwitter: @rogerdooleylinkedin.com/in/dooley/

@rogerdooley

2004: NeuroscienceMarketing.com2005: Blog: Neuromarketing2004: NeuroscienceMarketing.com2005: Blog: Neuromarketing

2011 - 20132011 - 2013

Brainy Marketing

Evolution?Enlightenment?

Honesty & Ethics Very High/High

• Nurses – 85%• Engineers – 70%

• Advertising – 11%• Sales – 8%

CEO Trust

• CFOs – 90%• CIOs – 90%• CMOs – 20%

Most Marketing & Sales

Money Is Wasted.

Marketing Waste

95% - New Products98% - Direct Mail98% - Sales Emails93% - Sales Calls50% - Large Branding

Campaigns

CEO Consumer

Today’s Objective:

Help you convert better & cut your marketing waste!

Introducing:

The Persuasion Slide™

Gravity

Friction

The Scienceof Persuasion

Robert Cialdini: 6 Factors

BJ Fogg: Behavior Model

BJ Fogg: Behavior Grid

Geoffrey Miller: Evolutionary Psychology

Daniel Kahneman

System 1

System 2

Behavior Research

No single theory

explains all behavior!

Conversion

Gravity

• Initial Motivation• Needs• Wants• Goals

Fighting Gravity

“Buy all 10 videos!”

“Complete this form”

Work WITH Gravity

“Lose weight fast!”

“Increase conversion!”

Fighting Gravity

From q.equinox.com

Work WITH Gravity

From shoemoney.com

“Make Money!”“Make Money!”

Attention!

Nudges

Any visible content

Call to Action

PopupSearch Ad

Banner Ad

Bad Nudge

From wayofcats.com

Bad Nudge

From pawesome.com

From chrisbrogan.com

Nudges?

Nudge must be seen & start the process

Motivation!

Nudge Without Motivation

Conscious & Non-Conscious

Motivators

Conscious Motivators

Benefits Gifts

Discounts

Non-conscious Motivators

Emotions Psychology

Brain Bugs

Iceberg: 88% Hidden

(Lakoff & Johnson)

Mind: 95% Subconscious

Include BOTH Conscious and Non-conscious motivators!

Benefits

“Typical customer saves 25%.”

“Has twice the power!”

“Money-back guarantee!”

“Typical customer saves 25%.”

“Has twice the power!”

“Money-back guarantee!”

Gifts & Discounts

“Free 50-page ebook!”

“$10 Starbucks card if you complete the survey!”

“20% off until midnight!”

“Free 50-page ebook!”

“$10 Starbucks card if you complete the survey!”

“20% off until midnight!”

No Discounts,No Motivation

Problem: Cost to Motivate

Non-Conscious Motivators

Effective!

Dog owners?

Pet parents?

Margaritas?Sure, I’ll

have one!

Liking

Show attributes you share with your

customer to create “liking effect.”

Don’t bury these “liking cues” deep in

your site!

Copy & ContentMotivators

vs. 20¢

FREEShipping

Use FREE offersinstead of very cheap

Scarcity

Photo via Doniv.org

Scarcity +Social Proof!

Creating Scarcity

Use SCARCITY to make

your offer moreattractive.

Scarcity on Steroids

Amp up SCARCITY EFFECT by showing

decreasingavailability.

sexsex

Friction

Difficulty:Real and Perceived

Typical Friction

Form FieldsSteps in Checkout ProcessInstructions“What am I supposed to do?”ANYTHING in Conversion

Sequence

High Friction

Low Friction

High Friction

Near-Zero

Friction

Choice Architecture

Eric J. Johnson and Daniel Goldstein

Default Choice

Minimum Friction

Fluency

Reducing Friction

Easy = Good

Confession Site

I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.

Confession Site

I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.

More “fluent” site =More revealing posts

Drunk Tank Pink, Alter

GuaranteeA/B Test

“You may cancel at any time.”

“John, your satisfaction is fully guaranteed. If VetFriends is not what you had in mind, feel free to cancel at any time – we are here to serve you.”

WhichTestWon.com

Shorter version

+14.5%

WhichTestWon.com

Maximize conversion with simple fonts,

short text, & easy-to-read design.

Build Your Slide!

Align with Gravity

First a Nudge

Maximize Angle/Motivation

Conscious&

Non-conscious

Non-conscious:usually cheaper!

Minimize Friction

Minimizing friction almost always costs less than increasing

motivation!

Two slides

Google Search: “landing page optimization”

Low Friction Social Proof

NudgesNudges

FREE Benefit

NudgesNudges

Low Friction + Free Trial

Motivation: Free Valuable Info

If it’s not a motivator, it’s friction!

If you remember just one thing from today…

Change is constant and accelerating…

Communication

Huge Change in 50 Years

Mobile!

Big Data!

Social Media!

Our Brains

NO Change in 50,000 Years!

Minimize marketing waste:

work with your customer’s brain

and how it is wired!

Brainfluence: Getting Inside Your Customer’s

Roger Dooleyrogerdooley.comrogerd@dooleydirect.comTwitter: @rogerdooleylinkedin.com/in/dooley/

Free ResourcesNeuromarketingNeurosciencemarketing.com/blog

Brainy Marketingblogs.forbes.com/rogerdooley/

Inside Influence Reportinfluenceatwork.com

Dan Ariely Blogdanariely.com

Social Triggers Blogsocialtriggers.com

Social Proof

“FREE!”

Social Proof

From socialtriggers.com

Fighting Gravity

“Textural Metaphors”

Having a bad day?rough

“bad” “rough”

polished bright

slimy fuzzy

smooth

Use “sensory metaphor” words for

maximum impact.

Roadblocks

Affordability

Payment Methods

Geography

Keynote at ConversionSUMMIT 2013, Frankfurt, Germany

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