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Use of brain and behavioral research to maximize sales and conversion. Emphasis on practical applications for businesses of any size, with particular focus on Web marketing.Experience level: BeginnerTarget audience: Affiliates/PublishersNiche/vertical: NeuromarketingRoger Dooley, Founder, Dooley Direct LLC (Twitter @rogerdooley)
Citation preview
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!
@rogerdooley#ASC12 #Brainfluence
95% of New Products
@rogerdooley#ASC12 #Brainfluence
95% of New Products
(Acupoll)
@rogerdooley#ASC12 #Brainfluence
98% of Direct Mail
@rogerdooley#ASC12 #Brainfluence
98% of Direct Mail
(DMA)@rogerdooley#ASC12 #Brainfluence
98% of Emails
@rogerdooley#ASC12 #Brainfluence
98% of Emails
(DMA)@rogerdooley
#ASC12 #Brainfluence
20% of Ad Campaigns
@rogerdooley#ASC12 #Brainfluence
20% of Ad Campaigns
@rogerdooley#ASC12 #Brainfluence
20% of Ad Campaigns
@rogerdooley#ASC12 #Brainfluence
20% of Ad Campaigns
@rogerdooley#ASC12 #Brainfluence
Project Impact
2008 Research:
“Stores too cluttered”@rogerdooley
#ASC12 #Brainfluence
Real Impact: -$1.85 Billion
Source: DailyArtifacts.com, Phil Terry
@rogerdooley#ASC12 #Brainfluence
Project Impact
2010 Research:
“Want more products”@rogerdooley
#ASC12 #Brainfluence
MostMarketing
Fails.@rogerdooley
#ASC12 #Brainfluence
Iceberg: 88% Hidden
(Lakoff & Johnson)
Mind: 95% Subconscious@rogerdooley #ASC12 #Brainfluence
@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
@rogerdooley#ASC12 #Brainfluence
Neuro-Nudges
Your offer+
neuro-nudge(s)=
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
Kantar Media@rogerdooley
#ASC12 #Brainfluence
77%Free
Shipping
56%Free
Returns
Kantar Media@rogerdooley
#ASC12 #Brainfluence
VS.
@rogerdooley#ASC12 #Brainfluence
vs. 20¢@rogerdooley
#ASC12 #Brainfluence
Use FREE offersinstead of very cheap
ones.
#64 @rogerdooley#ASC12 #Brainfluence
Scarcity
Photo via Doniv.org
Vs.
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
Scarcity +Social Proof!
@rogerdooley#ASC12 #Brainfluence
Creating Scarcity
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
Use SCARCITY to makeyour offer more
attractive.
#64 @rogerdooley#ASC12 #Brainfluence
Scarcity on Steroids
@rogerdooley#ASC12 #Brainfluence
FTW@rogerdooley
#ASC12 #Brainfluence
Amp up SCARCITY EFFECT by showing decreasing
availability.
#96 @rogerdooley#ASC12 #Brainfluence
Anchors
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
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
#ASC12 #Brainfluence
Even irrelevant numberscan create price anchors
- avoid low values.
#96 @rogerdooley#ASC12 #Brainfluence
Socializing?
image credit: jessicaswanson.com
@rogerdooley#ASC12 #Brainfluence
TheUltimatum
Game@rogerdooley
#ASC12 #Brainfluence
Ultimatum Game Results
@rogerdooley#ASC12 #Brainfluence
Effect of Social Conversation
@rogerdooley#ASC12 #Brainfluence
To increase conversion, socialize first.
#40 @rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
Source: James Breeze@rogerdooley #ASC12 #Brainfluence
Source: James Breeze@rogerdooley #ASC12 #Brainfluence
Use baby images to attract and focus attention.
#30 @rogerdooley#ASC12 #Brainfluence
Rude Interruption Justifies Bad
Behavior
@rogerdooley#ASC12 #Brainfluence
What canceledrudeness effect?
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
Apologies really DO work. Apologize!
#86 @rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
What small change did this?
• Fair Price – Up 7%• Caring – Up 11%• Fair Treatment – Up 20%• Quality – Up 30%• Competency – Up 33%
@rogerdooley#ASC12 #Brainfluence
“You can trust us to dothe job for you.”
#38@rogerdooley
#ASC12 #Brainfluence
Personalizaton
Dear Roger,
I’ve got a deal…
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
The Doppelganger Effect
Brand Preference@rogerdooley
#ASC12 #Brainfluence
Social Personalizatio
n
Social Personalizatio
n
@rogerdooley#ASC12 #Brainfluence
The Doppelganger Effect
@rogerdooley#ASC12 #Brainfluence
St. Bonaventure Universityhttp://www.becomingextraordinary.net/
(Courtesy: Hobsons)@rogerdooley
#ASC12 #Brainfluence
St. Bonaventure Universityhttp://www.becomingextraordinary.net/
(Courtesy: Hobsons)
Playboy: http://youtu.be/isjPpbmnaYo
Amazing use of Facebook data: http://www.takethislollipop.com/
Untapped opportunity:Put your customer
in the ad.
@rogerdooley#ASC12 #Brainfluence
Sellingto
Guys?@rogerdooley
#ASC12 #Brainfluence
Impatient
Short Term Emphasis
-Margo Wilson and Martin Daly@rogerdooley
#ASC12 #Brainfluence
Attractive Photo =
-4% Interest Rate
Marianne Bertrand et al, 2005
@rogerdooley#ASC12 #Brainfluence
Test
Source:Ion
Interactive
+95%
+35%Source:
IonInteractive
@rogerdooley#ASC12 #Brainfluence
Convert more guys with “mating triggers.”
#31 @rogerdooley#ASC12 #Brainfluence
Decoy Marketing
@rogerdooley#ASC12 #Brainfluence
Subscription Offer A
$59 – Internet Only
$125 – Internet & Print
From Predictably Irrational by Dan Ariely
@rogerdooley#ASC12 #Brainfluence
Subscription Offer A
$59 – Internet Only (68)
$125 – Internet & Print (32)Predicted Revenue – $8,012
From Predictably Irrational by Dan Ariely@rogerdooley
#ASC12 #Brainfluence
Subscription Offer B
$59 – Internet Only $125 – Print Only $125 – Internet & Print
From Predictably Irrational by Dan Ariely@rogerdooley
#ASC12 #Brainfluence
Subscription Offer B
$59 – Internet Only (16)$125 – Print Only $125 – Internet & Print (85)Predicted Revenue – $11,444
From Predictably Irrational by Dan Ariely@rogerdooley
#ASC12 #Brainfluence
Add a less attractive offer to boost sales of a similar
offer.
#8 @rogerdooley#ASC12 #Brainfluence
More Decoy Marketing
@rogerdooley#ASC12 #Brainfluence
@rogerdooley#ASC12 #Brainfluence
@rogerdooley
@rogerdooley#ASC12 #Brainfluence
Add a more expensive product to boost sales of a
lower priced one.
#9@rogerdooley
#ASC12 #Brainfluence
Simple Fonts Convince
@rogerdooley#ASC12 #Brainfluence
Simple Fonts Convince
@rogerdooley#ASC12 #Brainfluence
Simple Fonts Convince
@rogerdooley#ASC12 #Brainfluence
Use simple fonts to minimize perceived effort.
@rogerdooley#ASC12 #Brainfluence
#26
“The most important word in the vocabulary of advertising is TEST.”
-David Ogilvy
@rogerdooley#ASC12 #Brainfluence
Brainfluence Conversion: Turning
Browsers Into Buyers
Affiliate Summit Central 2012May 15, 2012
Roger Dooley Dooley Direct, LLC
NeuroscienceMarketing.comRogerDooley.com
[email protected]@rogerdooley