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Brain Science and Web Marketing
The document discusses the intersection of brain science and web marketing, highlighting strategies such as social proof, priming, and the use of cognitive biases to influence consumer behavior. It emphasizes the importance of providing value, creating urgency, and using effective formats to enhance communication and engagement. Additionally, it touches on aspects like reciprocity, the significance of emotional appeal in headlines, and visual elements in content design to boost conversions.
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Brain Science and Web Marketing
- 1. Brain Science & WebMarketing Andy Crestodina Strategic Director | @crestodina
- 2. Persuasion Research… SocialInfluence Research… Cognitive Bias Research… Social Psychology… Brain Scan Studies… MRI Research… Non-Rational, Unconscious Decision Making… Sociology… Eye-Tracking Studies… Behavioral Economics… Behavioral Science… Brain Science… Social Neuroscience… Neuromarketing!
- 3. Which sign willkeep him on the path?
- 4. "The vast majorityof past visitors have stayed on the established paths and trails, helping to preserve the natural state of the Sequoias and vegetation in this park." "Many past visitors have gone off the established paths and trails, changing the natural state of the Sequoias and vegetation in this park." "Please stay on the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.” "Please don't go off the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.”
- 5. "The vast majorityof past visitors have stayed on the established paths and trails, helping to preserve the natural state of the Sequoias and vegetation in this park." "Many past visitors have gone off the established paths and trails, changing the natural state of the Sequoias and vegetation in this park." "Please stay on the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.” "Please don't go off the established paths and trails, in order to protect the Sequoias and natural vegetation in this park.” Others’ behavior, Positive Others’ behavior, Negative Desired behavior, Positive Desired behavior, Negative
- 6. Source: Pat Winter,PhD, Which sign worked?
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- 9. When people arefree to do as they please, the usually imitate each other. Eric Hoffer Social Philosopher
- 11. Trust from Awardsand Memberships
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- 13. Never make atestimonials page
- 14. Call to ActionConform
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- 25. 1. Testimonials 2. Endorsements 3.Social Media Shares 4. Social Media Widgets 5. Certifications, Awards 6. Number of Happy Customers 7. “Our Most Popular” Best-seller 8. Studies and Statistics 9. Press Mentions 10. Reviews 10 Ways to Offer Social Proof
- 26. When you sayit, it’s marketing. When they say it, it’s social proof.
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- 28. How to doublesales…
- 29. source: Get closerto your customers by understanding how they make their choices
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- 32. Before • Four options •“∞ emails” • CTA: “Sign Up”
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- 34. After • Three options •“Unlimited emails” • CTA: “Sign Up”
- 35. +500% Increase in conversionssource:Copy Hackers
- 36. + 233% ConversionRate + 40% Average Order Value + 366% Average Revenue / Click All varieties… Top seller only… source: Adlucent When too many options is a bad thing
- 37. Too Many Options source:5 Easy Tips to Improve Every Blog Design
- 38. Loss Aversion &Scarcity
- 42. Pain of loss> Pleasure of Gain
- 45. Guess which daywas the early bird deadline?
- 47. Movement > Images> Text
- 49. We want whatwhat we can’t have
- 50. Ad Customizers CreateUrgency
- 51. Operators are standingby. Please call now. Save your data. Tickets available now. If operators are busy, please call again. Don’t Lose your data. It sold out last time. Language of Scarcity and Loss
- 52. 1. Rebates 2. TrialPeriods 3. Free Samples 4. Early Bird Registration 5. Countdown Clocks 6. Limited Supply Remind readers what they’ll miss, risk or lose by not choosing you. 6 Ways to Leverage Loss / Safety
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- 55. Not sure ifyou really want a dog? No problem. Just take it home for a few days. If it doesn’t work out? Just bring it back. No questions asked... The ‘Puppy-Dog Close’ Technique
- 57. Contrast source: Ted.com “NancyDuarte: The secret structure of great talks”
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- 59. Give them whatthey want first... Then they might give you what you want.
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- 62. Subscribed toblog by feed / email Put them into Talkwalker and Newsle Google+: Add to circle Twitter: Follow Twitter: Add to a “radar” list Part One: LISTEN source: Online Networking Guide, Orbit Media
- 63. Favorite theirtweets +1 their posts Comment on their blog Like comments on other blogs Part Two: ENGAGE source: Online Networking Guide, Orbit Media
- 64. Connect onLinkedIn Like LinkedIn posts, mention them Endorse on LinkedIn Write a recommendation on LinkedIn Send friend request on Facebook Like Facebook posts, mention them Part Three: CONNECT source: Online Networking Guide, Orbit Media
- 65. Follow onMedium, Quora, Instagram, Yelp, MeetUp, Storify, Listly, Blab, etc. Follow on apps like Spotify, Runkeeper, FitBit etc. *REVIEW PODCAST on iTunes *REVIEW BOOK on Amazon Part Four: EXTRA MILE source: Online Networking Guide, Orbit Media
- 66. Mention themin your content Get a contributor quote Include them in an expert roundup Deep dive interview Part Five: COLLABORATE source: Online Networking Guide, Orbit Media
- 67. Phone call,Skype or Google+ Hangout Face-to-face meeting Hand-written thank you note Part Six: FRIENDSHIP! source: Online Networking Guide, Orbit Media
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- 69. 1. Free Downloador “Value Add” 2. Holiday and Birthday Gifts 3. Influencer Marketing 4. Useful Content! You must first give something of value in order to receive something in return 4 Ways to Leverage Reciprocity
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- 71. source: Conductor: 5Data Insights Into the Headlines Readers Click Use Numbers
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- 73. Source: Native AdvertisingLeaderboard
- 74. Source: the Guardian,Native Advertising Leaderboard • 15 Things We Did At School That Future Students Will Never Understand • 13 Reasons Cats Hate Christmas • 13 Things You Didn’t Know You Needed for Game Day • 9 Quirky Gifts for Gadget Lovers • 13 Reasons Gamer Dads are the Best Dads Odd Numbers = 20% More Clicks
- 75. Readers have higherattention and retention for items at the beginning and end of lists List Order: Serial Position Effect
- 76. • More formal •Longer (polysyllabic) • Fancy, proper Examples acquire, transmit, construct, resist, deposit, imitate, determined Latinate Words
- 77. • Less formal •Short (often monosyllabic) • Forceful, direct Examples get, send, build, stop, put, mock, set Anglo-Saxon W
- 80. Success rates afterrewriting a health care site for an 8th grade level readability… source: NN Group, Lower-Literacy Users: Writing for a Broad Consumer Audience Word Choice: Short, Simple.
- 82. source: LA Times 1in 10 Americans Think HTML is an STD
- 83. Content that evokesspecific emotions is more likely to be shared… source Headlines: Emotions Get Shared
- 84. source: Advanced MarketingInstitute Headline Analyzer
- 85. source: OK Dork/ Co-Schedule Average EMV Score and Shares
- 86. source: 5 EasyTips to Improve Every Blog Design Format for Readers Scanners
- 88. source: How Littleto Users Read? NN Group Users have time to read at most 28% of the words during an average visit; 20% is more likely. Types of Formatting
- 89. • Header andSubheaders • Bullet Lists and Numbered Lists • Bolding and Italics • Internal Links • Multiple Images Types of Formatting
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- 94. source: ”Pictorial SuperiorityEffect” Brain Rules, Dr. John Medina Pictures Improve Learning
- 95. Are articles by neuroscientists morecredible when they include images of fMRI brain scans? What if the image is irrelevant? Use of Images
- 96. Source: Neuromarketing, BrainImage Bias Pictures = Persuation
- 97. source: Twitter MediaBlog, March 2014
- 98. source: Social Bakers,March 2014
- 99. source: 2015 BloggerSurvey What Media are Bloggers Adding?
- 101. Source: Techwys, Heatmapsfor Improved Landing Page Conversion Colors, Trucks and Hedwig von Restorff
- 102. Source: Techwys, Heatmapsfor Improved Landing Page Conversion Colors, Trucks and Hedwig von Restorff
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- 117. We’re hardwired tolook at faces source: Batki et al, 2000
- 121.
- 122. ...you look wherethey look!
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- 129. “If a onekilometer asteroid had approached the Earth on a collision course at any time in human history before the early twenty-first century, it would have killed at least a substantial proportion of all humans.” “If a one kilometer asteroid had approached the Earth on a collision course at any time in human history before the early twenty-first century, it would have killed at least a substantial proportion of all humans.” Baskerville... Comic Sans...
- 130. Source: New YorkTimes, Hear, All Ye People; Hearken, O Earth. Baskerville, the most credible font...
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- 134. IDEA QUESTION ANSWER ACTION! ANALYZE GoogleAnalytics Analysis...
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- 138. • List ofCognitive Biases (Wikipedia) • Web Design Tips Based on Brain Science • 15 behavioral marketing posts you shouldn’t miss • Stanford Web Credibility Lab • List of 81 Neuromarketing Books Anything by… • Robert Cialdini • Gregory Ciotti • Roger Dooley • @HiddenBrain More brains...
- 140. Thank you! Andy Crestodina StrategicDirector | @crestodina Content Chemistry, The Illustrated Guide to Content Marketing Learn more here: