Date post: | 08-Jan-2017 |
Category: |
Marketing |
Upload: | conversionxl |
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Moment of decision makingMaster the
Doing CRO for 10 years1.000 tests – 25% win rate
@karstenlund
Doing CRO for 10 years1.000 tests – 25% win rate
@karstenlund
a determination arrived at after consideration
“”
@karstenlund
a determination arrived at after consideration
“”
3.000We make
decisions daily
Evolution shaped our brain for optimal decision making
@karstenlund
100 billion neurons
@karstenlund
Each with 10.000 connections
@karstenlund
More possible connectionsthan there are atoms in the entire universe
@karstenlund
Three simple concepts
Attention Emotions Memory
@karstenlund
AttentionThe act or state of applying the mind to something
@karstenlund
How we actually see the world
@karstenlund
@karstenlund
We miss out on a lot of information
@karstenlund
We miss out on a lot of information
Did you happen to notice the giant Godzilla?
@karstenlund
@karstenlund
@karstenlund
Emotions
@karstenlund
Emotions are unconsciousWhile feelings are conscious
Emotions Feelings
Unconscious Conscious
@karstenlund
Measuring emotional impact
PRODUCT FIXATION
MOTIVATION SCORE
Asymmetric activation in the prefrontal cortex +Level of arousal
@karstenlund
Memory
@karstenlund
VW –The force
@karstenlund
Evian –Baby&me
@karstenlund
High emotional impact & activation
@karstenlund
High emotional impact & activation
Product enters the story & emotional impact and activation heavily decreased
@karstenlund
High emotional impact & activation
Emotional impact and activation again goes up, and finishes at a high
@karstenlund
Emotional impact and activation is consistently high throughout the commercial
@karstenlund
Which one was
a successAnd which one was a
failure
@karstenlund
Mastering the moment of decision making
Attention Emotions Memory
Comes down to measuring what we pay attention to, how we react and what we remember about it
@karstenlund
Thank you!
@karstenlund