Copyright © 2012, SiteTuners - All Rights Reserved.
Online Persuasion: Insights from Neuroscience & Evidence from A/B Testing
Tim Ash – CEO SiteTuners
Dan Siroker – CEO Optimizely
Copyright © 2012, SiteTuners - All Rights Reserved.
Today’s Presenters
Tim Ash CEO – SiteTuners
Dan Siroker CEO – Optimizely
#LPOwebinar
@tim_ash
@dsiroker
Copyright © 2012, SiteTuners - All Rights Reserved.
• Best-practices website blueprints (tactical or strategic)
• Landing page test plans & testing strategy
• Internal optimization team training & mentoring
• More than 1000 clients worldwide since 2002
About SiteTuners
Copyright © 2012, SiteTuners - All Rights Reserved.
Part I
The Tale of the Three Brains (and which one really matters)
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Meet Your Brains
Neo-cortex
Reasons
Limbic System
Feels
Brain Stem
Reacts
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
How the Reptilian Brain Handles Change
Is it dangerous? START
No Is it novel?
Yes
Deal with it Ignore it
No
Yes Explore it
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Takeaway #1
Understand that the reptilian brain is in charge:
• Does things the same way and never learns
• Cares only about basic survival
• Is the gatekeeper for the other 2 brains
Copyright © 2012, SiteTuners - All Rights Reserved.
Part II
The “Eyes” Have It
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
You Have Two Types Of Vision
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Visual Attention Prediction Approaches
Copyright © 2012, SiteTuners - All Rights Reserved.
Eye Tracking – Record eye movement
Copyright © 2012, SiteTuners - All Rights Reserved.
Mouse Tracking – record mouse movement
Copyright © 2012, SiteTuners - All Rights Reserved.
Software Algorithm – predict eye movement
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Takeaway #2
Be very careful with visuals and don’t use them to decorate:
• Motion will automatically trigger attention
• Make page bland so call-to-action is clear
• Test videos to make sure they actually help
Copyright © 2012, SiteTuners - All Rights Reserved.
Part III
Trust & Social Monkey Domination
Copyright © 2012, SiteTuners - All Rights Reserved.
We Are Social Creatures
Copyright © 2012, SiteTuners - All Rights Reserved.
Are There Limits to Our “Socialness”?
Copyright © 2012, SiteTuners - All Rights Reserved.
Rule of 150 – Close relationships are limited
With a group of 150 or so, formalities are not necessary. Behavior can be controlled on the basis of personal loyalties and direct contacts. With larger groups, this seems impossible.
– Robin Dunbar
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Takeaway #3
Understand our social natures how to use them to influence behavior:
• All people crave social connections
• We evolved in relatively small tribes
• We can be influenced by large mobs
Copyright © 2012, SiteTuners - All Rights Reserved.
Express Review - Special Offer
• 45 or 90-min interactive review of landing page
• Video transcript recorded via GoToMeeting
• Includes AttentionWizard “attention heatmap” of your page
http://Express-Review.com – Starting at only $699 First 3 reviews will be personally conducted by Tim Ash
(mention “Optimizely” after ordering – must order by 11/16/2012)
Copyright © 2012, SiteTuners - All Rights Reserved.
2013: San Francisco – Chicago – Boston – London - Germany
Tim Ash
Tom Davenport
Michael Summers
Bryan Eisenberg
Patrick Bultema
Jakob Nielsen
Amy Africa
BJ Fogg
Steve Krug
Jared Spool
Roger Dooley
Susan Weinschenk
Brian Massey
Copyright © 2012, SiteTuners - All Rights Reserved.
Contact Info [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
Online Persuasion: Examples From A/B Testing
Dan SirokerCo-Founder & CEO
Wednesday, November 7, 12
A/B Testing Helps You Understand the Three Brains
Wednesday, November 7, 12
Wednesday, November 7, 12
Lesson #1:
Feeding the Lizard Brain
Wednesday, November 7, 12
vs.
Wednesday, November 7, 12
vs.
+600% engagement
Wednesday, November 7, 12
vs.
Wednesday, November 7, 12
vs.
+198.6% clicks on “Basic” sign-up
Wednesday, November 7, 12
vs.
Wednesday, November 7, 12
vs.
+8.4% signups
Wednesday, November 7, 12
vs.
Wednesday, November 7, 12
vs.
+16.8% $ per visitor
Wednesday, November 7, 12
vs.
Wednesday, November 7, 12
vs.
+14.6% clicks
Wednesday, November 7, 12
Lesson #2:
The Eyes Have It
Wednesday, November 7, 12
Media
Button
Wednesday, November 7, 12
Button:
1. Sign Up
2. Learn More
3. Join Us Now
4. Sign Up Now
Media:
1. Get Involved Image
2. Family Image
3. Change Image
4. Barack’s Video
5. Springfield Video
6. Sam’s Video
Splash page experimentVariations:
Wednesday, November 7, 12
Button: “Sign Up”
Wednesday, November 7, 12
Button: “Learn More”
Wednesday, November 7, 12
Button: “Join Us Now”
Wednesday, November 7, 12
Button: “Sign Up Now”
Wednesday, November 7, 12
Button:
1. Sign Up
2. Learn More
3. Join Us Now
4. Sign Up Now
Media:
1. Get Involved Image
2. Family Image
3. Change Image
4. Barack’s Video
5. Springfield Video
6. Sam’s Video
Variations:
Splash page experiment
Wednesday, November 7, 12
Media: “Get Involved”
Wednesday, November 7, 12
Media: “Change”
Wednesday, November 7, 12
Media: “Barack’s Video”
Wednesday, November 7, 12
Media: “Springfield Video”
Wednesday, November 7, 12
Media: “Sam’s Video”
Wednesday, November 7, 12
Button:
1. Sign Up
2. Learn More
3. Join Us Now
4. Sign Up Now
Media:
1. Get Involved Image
2. Family Image
3. Change Image
4. Barack’s Video
5. Springfield Video
6. Sam’s Video
Variations:
Splash page experiment
Wednesday, November 7, 12
Button:
1. Sign Up
2. Learn More
3. Join Us Now
4. Sign Up Now
Media:
1. Get Involved Image
2. Family Image
3. Change Image
4. Barack’s Video
5. Springfield Video
6. Sam’s Video
Variations:
Splash page experiment
Wednesday, November 7, 12
Button:
1. Sign Up
2. Learn More
3. Join Us Now
4. Sign Up Now
Media:
1. Get Involved Image
2. Family Image
3. Change Image
4. Barack’s Video
5. Springfield Video
6. Sam’s Video
Variations:
Splash page experiment
Wednesday, November 7, 12
Splash page experiment
Wednesday, November 7, 12
Splash page experiment
Wednesday, November 7, 12
Splash page experiment
Wednesday, November 7, 12
Email Subscriptions
Volunteers Amount Raised
Original: 7,120,000 712,000 $143,000,000
+40.6% +2,880,000 +288,000 +$57,000,000
New: 10,000,000 1,000,000 $200,000,000
Splash page experiment
Wednesday, November 7, 12
Email Subscriptions
Volunteers Amount Raised
Original: 7,120,000 712,000 $143,000,000
+40.6% +2,880,000 +288,000 +$57,000,000
New: 10,000,000 1,000,000 $200,000,000
Splash page experiment
Wednesday, November 7, 12
Email Subscriptions
Volunteers Amount Raised
Original: 7,120,000 712,000 $143,000,000
+40.6% +2,880,000 +288,000 +$57,000,000
New: 10,000,000 1,000,000 $200,000,000
Splash page experiment
Wednesday, November 7, 12
Lesson #3:
Making the Emotional Connection
Wednesday, November 7, 12
Power, leadership
Family, lovevs.
Wednesday, November 7, 12
Power, leadership
Family, lovevs.
Wednesday, November 7, 12
Donation button experiment
Variations
Wednesday, November 7, 12
Donation button experiment
VariationsNever
Signed Up
Signed Up, Never
Donated
Previously Donated
0.0% 0.0% 0.0%
+2.3% +27.8% +16.3%
-27.8% N/A N/A
+15.2% -24.6% +11.9%
+8.5% +2.9% +18.4%
Wednesday, November 7, 12
vs.
Wednesday, November 7, 12
vs.
+15.75% $ per visitor
Wednesday, November 7, 12
vs.
Wednesday, November 7, 12
vs.
+12% clicks to broadcast button
Wednesday, November 7, 12
Video
Imagevs.
Wednesday, November 7, 12
Video
Imagevs.
Wednesday, November 7, 12
Lesson #4:
Start today
Wednesday, November 7, 12
Everybody’s doing it.
Wednesday, November 7, 12
Wednesday, November 7, 12
Wednesday, November 7, 12
1. Feeding the Lizard Brain
2. The Eyes Have It
3. Making the Emotional Connection
4. Start today
Lessons Learned
Wednesday, November 7, 12