pesa annual internet conference australia 2014 - keynote

Copyright © 2014, SiteTuners - All Rights Reserved.

That’s Irrational! Why Trying To Persuade The Logical Brain Won’t Get Results

Tim Ash

CEO

#PESA14 @tim_ash


• Conversion-focused website blueprints (full redesigns & quick facelifts)

• Landing page test plans & testing strategy

• Ongoing conversion management & knowledge transfer

• More than 1200 clients worldwide since 2002

About SiteTuners


Part I

Split Personalities

(the tale of your three brains)


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How the Reptilian Brain Works

Is it dangerous?

START No

Is it novel?

Yes

Deal with it Ignore It

No

Yes Explore It


The Real Sales Funnel

Neo-cortex

Limbic System

Brain Stem


Understand How The Reptilian Brain Works

• Does things the same way and never learns

• Cares only about basic survival

• Is the gatekeeper for the other 2 brains


Part II

Practical Strategies

(how to make money off of this stuff)


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



• 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”



• 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


Most of Your Brain is Involved in Visual Processing


You Have Two Types Of Vision


?


Ways To Get Insights Into Visual Attention


Eye Tracking


Mouse Tracking


Software Algorithm



• 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


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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May 13-14, 2015


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://ExpressReviewOffer.com – Starting at only $699

“PESA14” promo-code to get $100 off (order by 6/20/2014)

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Free Book Raffle – Right After The Keynote


Contact Info and Q&A

[email protected]

(619) 990-9062 mobile

(619) 223-8020 work PST

twitter @tim_ash

www.linkedin.com/in/timash

facebook.com/tim.ash1

skype tim_ash1

pesa annual internet conference australia 2014 - keynote

Business

ash ways

results tim ash ceo

ash eye tracking

reptilian brain works

logical brain wont

people similar

similar choices

irrational anchors