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From the SMX East 2014 Conference in New York City, NY. SESSION: Conversion Rate Rockstars. PRESENTATION: What Is Our Goal As Marketers? - Given by Luke Summerfield, @SavvyLuke, Director of Inbound Marketing - Savvy Panda. #SMX #32C
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WHAT IS OUR
GOAL AS
MARKETERS?
#smx #32C @SavvyLuke
BEHAVIOR
#smx #32C @SavvyLuke
#smx #32C @SavvyLuke
#smx #32C @SavvyLuke
#smx #32C @SavvyLuke
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WHAT TRIGGERS
BEHAVIOR?
#smx #32C @SavvyLuke
WHERE
TO
TEST
CREATING
VARIATIONS
HOW
TO
TEST
1 2 3
#smx #32C @SavvyLuke
WHERE
TO
TEST
HOW
TO
TEST
1 2 3
#smx #32C @SavvyLuke
CREATING
VARIATIONS
#smx #32C @SavvyLuke
CONSCIOUS BRAIN
• Rational Thought
• Planning
• Language
• Facts and Figures
• Statistics
Neocortex
#smx #32C @SavvyLuke
UNCONSCIOUS BRAIN
• Emotions
• Behaviors
• Memories
• Primal Urges
#smx #32C @SavvyLuke
WHAT’S THE
PROBLEM?
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• User Testing
• Focus Groups
• Surveys
• Feedback
• Interviews
#smx #32C @SavvyLuke
• Facts
• Figures
• Statistics
• Features
#smx #32C @SavvyLuke
http://www.flickr.com/photos/kalexanderson/5421517469/sizes/l/in/photolist-
9g5Gg8#smx #32C @SavvyLuke
https://www.flickr.com/photos/re_birf/69485963/sizes/o/#smx #32C @SavvyLuke
https://www.flickr.com/photos/arselectronica/4306147303#smx #32C @SavvyLuke
BRAIN BASED
MESSAGING
#smx #32C @SavvyLuke
https://www.flickr.com/photos/marsdd/2986989396/
AUTHORITY
• Testimonials / Case
Studies
• Awards
• High profile clients
•Partner with Authorities
#smx #32C @SavvyLuke
#smx #32C @SavvyLuke
SOCIAL PROOF
• Number of customers
• Community Favorite
• User Photos/Videos
• Reviews / Ratings
#smx #32C @SavvyLuke
#smx #32C @SavvyLuke
https://www.flickr.com/photos/kalexanderson/7188710942
RECIPROCITY
• Content Offers
• Thank You Page Offers
#smx #32C @SavvyLuke
#smx #32C @SavvyLuke
People Like Us
https://www.flickr.com/photos/luanacreativa/236039273
Images / Video on site
Testimonials
BRAIN BASED
DESIGN
#smx #32C @SavvyLuke
Reticular Activating System
#smx #32C @SavvyLuke
https://www.flickr.com/photos/singapore2010/4919794649#smx #32C @SavvyLuke
77% Use
multiple devices when watching TV
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MOTION
https://www.flickr.com/photos/denniswong/3309276218
• Show, don’t tell
• JS Animation / Hover
• Slide ups
#smx #32C @SavvyLuke
#smx #32C @SavvyLuke
Videos / Photos
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Mirror Neurons
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http://www.flickr.com/photos/andreanna/2707237270/sizes/l/
Place Them In
• Show use & life
after
• Use emotion
#smx #32C @SavvyLuke
#smx #32C @SavvyLuke
#smx #32C @SavvyLuke
Attracted
to People
https://www.flickr.com/photos/denniswong/3309276218
• Beautiful people /
Babies
• Individuals vs. Groups
• Direction of Eyes
#smx #32C @SavvyLuke
#smx #32C @SavvyLuke
#smx #32C @SavvyLuke
#smx #32C @SavvyLuke
https://www.flickr.com/photos/tza/3214197147#smx #32C @SavvyLuke
WHERE
TO
TEST
HOW
TO
TEST
1 2 3
#smx #32C @SavvyLuke
CREATING
VARIATIONS
WHERE
TO
TEST
HOW
TO
TEST
1 2 3
#smx #32C @SavvyLuke
CREATING
VARIATIONS
bit.ly/BrainBundle
Only 24 hours! No Sharing Links!
[scarcity] [ambiguity]
[social proof] [commitment]
Luke Summerfield Luke@LukeSummerfield.com @SavvyLuke
#smx #32C @SavvyLuke
Luke@LukeSummerfield.c
om
@SavvyLuke
bit.ly/BrainBundle
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