E-Commerce Brasil Tim Ash Keynote

transcript

It’s Irrational:Why selling to the logical brain will not bring results

Tim Ash – CEO SiteTuners

@tim_ash

• Conversion-focused website blueprints (tactical or strategic)

• Landing page test plans & testing strategy

• Internal optimization team training & mentoring

• More than 1200 clients worldwide since 2002

About SiteTuners

Part ISplit Personalities

(the tale of your three brains)

http://images2.fanpop.com/image/photos/12000000/Spock-mr-spock-12083341-1440-1080.jpg

Your Brain is an Evolutionary Collage

• You actually have three “brains”

• Neo-cortex – reasons & plans

• Limbic System - feels & remembers

• Brain Stem – reacts & survives

Part IIFeeding The Lizard

(understanding the reptilian brain)

How the Reptilian Brain Works

Is it dangerous?START

NoIs it novel?

Deal with it Ignore It

YesExplore 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 IIIPractical 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

Part IVFull Circle

(back to inner space)

2013: San Francisco – Paris - Chicago – Boston – London - Berlin

Tim Ash

TomDavenport

MichaelSummers

BryanEisenberg

PatrickBultema

JakobNielsen

AmyAfrica

BJFogg

SteveKrug

JaredSpool

RogerDooley

SusanWeinschenk

BrianMassey

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://Express-Review.com – Starting at only $699

Mention “BRAZIL” after you order to get $100 off

(order before March 30, 2013 by credit card)

Contact Infotim@sitetuners.com

(619) 990-9062 mobile

(619) 223-8020 work PST

twitter @tim_ash

www.linkedin.com/in/timash

facebook.com/tim.ash1

skype tim_ash1

E-Commerce Brasil Tim Ash Keynote

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