Brainfluence Conversion: Turning Browsers Into Buyers
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Brainfluence Conversion: Turning
Browsers Into Buyers
Affiliate Summit Central 2012May 15, 2012
Roger Dooley Dooley Direct, LLC
NeuroscienceMarketing.comRogerDooley.com
[email protected]@rogerdooley
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Poll: Brainfluence Conversion: Turning Browser...
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MostMarketing
Fails.@rogerdooley
#ASC12 #Brainfluence
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“Half my advertising is wasted…”
“…if only I knew which half!”
@rogerdooley#ASC12 #Brainfluence
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Wanamaker guessedTOO LOW!
Wanamaker guessedTOO LOW!
@rogerdooley#ASC12 #Brainfluence
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95% of New Products
@rogerdooley#ASC12 #Brainfluence
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95% of New Products
(Acupoll)
@rogerdooley#ASC12 #Brainfluence
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98% of Direct Mail
@rogerdooley#ASC12 #Brainfluence
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98% of Direct Mail
(DMA)@rogerdooley#ASC12 #Brainfluence
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98% of Emails
@rogerdooley#ASC12 #Brainfluence
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98% of Emails
(DMA)@rogerdooley
#ASC12 #Brainfluence
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20% of Ad Campaigns
@rogerdooley#ASC12 #Brainfluence
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20% of Ad Campaigns
@rogerdooley#ASC12 #Brainfluence
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20% of Ad Campaigns
@rogerdooley#ASC12 #Brainfluence
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20% of Ad Campaigns
@rogerdooley#ASC12 #Brainfluence
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Project Impact
2008 Research:
“Stores too cluttered”@rogerdooley
#ASC12 #Brainfluence
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Real Impact: -$1.85 Billion
Source: DailyArtifacts.com, Phil Terry
@rogerdooley#ASC12 #Brainfluence
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Project Impact
2010 Research:
“Want more products”@rogerdooley
#ASC12 #Brainfluence
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MostMarketing
Fails.@rogerdooley
#ASC12 #Brainfluence
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Iceberg: 88% Hidden
(Lakoff & Johnson)
Mind: 95% Subconscious@rogerdooley #ASC12 #Brainfluence
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@rogerdooley#ASC12 #Brainfluence
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Neuromarketing
@rogerdooley@rogerdooley#ASC12 #Brainfluence
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Psychology & Social Science
ResponseStimulus
Brain
Neuroscience
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Neuroscience•EEG•fMRI•MEG•Biometrics
BehavioralScience
•Behavior Studies•Eye Tracking•Facial Coding•Response Timing
@rogerdooley#ASC12 #Brainfluence
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Neuro-Nudges
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Your offer+
neuro-nudge(s)=
@rogerdooley#ASC12 #Brainfluence
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@rogerdooley#ASC12 #Brainfluence
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@rogerdooley#ASC12 #Brainfluence
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Kantar Media@rogerdooley
#ASC12 #Brainfluence
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77%Free
Shipping
56%Free
Returns
Kantar Media@rogerdooley
#ASC12 #Brainfluence
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VS.
@rogerdooley#ASC12 #Brainfluence
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vs. 20¢@rogerdooley
#ASC12 #Brainfluence
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Use FREE offersinstead of very cheap
ones.
#64 @rogerdooley#ASC12 #Brainfluence
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Scarcity
Photo via Doniv.org
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Vs.
@rogerdooley#ASC12 #Brainfluence
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@rogerdooley#ASC12 #Brainfluence
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@rogerdooley#ASC12 #Brainfluence
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Scarcity +Social Proof!
@rogerdooley#ASC12 #Brainfluence
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Creating Scarcity
@rogerdooley#ASC12 #Brainfluence
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@rogerdooley#ASC12 #Brainfluence
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@rogerdooley#ASC12 #Brainfluence
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Use SCARCITY to makeyour offer more
attractive.
#64 @rogerdooley#ASC12 #Brainfluence
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Scarcity on Steroids
@rogerdooley#ASC12 #Brainfluence
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FTW@rogerdooley
#ASC12 #Brainfluence
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Amp up SCARCITY EFFECT by showing decreasing
availability.
#96 @rogerdooley#ASC12 #Brainfluence
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Anchors
@rogerdooley#ASC12 #Brainfluence
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@rogerdooley#ASC12 #Brainfluence
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IrrelevantAnchors
Social Security # Estimated Price00-19 $1620-39 $2740-59 $2960-79 $3580-99 $56
Researcher: Ariely@rogerdooley#ASC12 #Brainfluence
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Photos via NASCAR, NFL
Value?@rogerdooley
#ASC12 #Brainfluence
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Even irrelevant numberscan create price anchors
- avoid low values.
#96 @rogerdooley#ASC12 #Brainfluence
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Socializing?
image credit: jessicaswanson.com
@rogerdooley#ASC12 #Brainfluence
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TheUltimatum
Game@rogerdooley
#ASC12 #Brainfluence
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Ultimatum Game Results
@rogerdooley#ASC12 #Brainfluence
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Effect of Social Conversation
@rogerdooley#ASC12 #Brainfluence
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To increase conversion, socialize first.
#40 @rogerdooley#ASC12 #Brainfluence
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@rogerdooley#ASC12 #Brainfluence
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@rogerdooley#ASC12 #Brainfluence
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Source: James Breeze@rogerdooley #ASC12 #Brainfluence
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Source: James Breeze@rogerdooley #ASC12 #Brainfluence
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Use baby images to attract and focus attention.
#30 @rogerdooley#ASC12 #Brainfluence
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Rude Interruption Justifies Bad
Behavior
@rogerdooley#ASC12 #Brainfluence
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What canceledrudeness effect?
@rogerdooley#ASC12 #Brainfluence
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@rogerdooley#ASC12 #Brainfluence
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Apologies really DO work. Apologize!
#86 @rogerdooley#ASC12 #Brainfluence
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@rogerdooley#ASC12 #Brainfluence
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What small change did this?
• Fair Price – Up 7%• Caring – Up 11%• Fair Treatment – Up 20%• Quality – Up 30%• Competency – Up 33%
@rogerdooley#ASC12 #Brainfluence
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“You can trust us to dothe job for you.”
#38@rogerdooley
#ASC12 #Brainfluence
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Personalizaton
Dear Roger,
I’ve got a deal…
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@rogerdooley#ASC12 #Brainfluence
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@rogerdooley#ASC12 #Brainfluence
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@rogerdooley#ASC12 #Brainfluence
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The Doppelganger Effect
Brand Preference@rogerdooley
#ASC12 #Brainfluence
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Social Personalizatio
n
Social Personalizatio
n
@rogerdooley#ASC12 #Brainfluence
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The Doppelganger Effect
@rogerdooley#ASC12 #Brainfluence
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St. Bonaventure Universityhttp://www.becomingextraordinary.net/
(Courtesy: Hobsons)@rogerdooley
#ASC12 #Brainfluence
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St. Bonaventure Universityhttp://www.becomingextraordinary.net/
(Courtesy: Hobsons)
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Playboy: http://youtu.be/isjPpbmnaYo
Amazing use of Facebook data: http://www.takethislollipop.com/
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Untapped opportunity:Put your customer
in the ad.
@rogerdooley#ASC12 #Brainfluence
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Sellingto
Guys?@rogerdooley
#ASC12 #Brainfluence
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Impatient
Short Term Emphasis
-Margo Wilson and Martin Daly@rogerdooley
#ASC12 #Brainfluence
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Attractive Photo =
-4% Interest Rate
Marianne Bertrand et al, 2005
@rogerdooley#ASC12 #Brainfluence
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Test
Source:Ion
Interactive
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+95%
+35%Source:
IonInteractive
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@rogerdooley#ASC12 #Brainfluence
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Convert more guys with “mating triggers.”
#31 @rogerdooley#ASC12 #Brainfluence
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Decoy Marketing
@rogerdooley#ASC12 #Brainfluence
![Page 92: Brainfluence Conversion: Turning Browsers Into Buyers](https://reader038.fdocuments.in/reader038/viewer/2022110115/54c78f074a7959af108b4603/html5/thumbnails/92.jpg)
Subscription Offer A
$59 – Internet Only
$125 – Internet & Print
From Predictably Irrational by Dan Ariely
@rogerdooley#ASC12 #Brainfluence
![Page 93: Brainfluence Conversion: Turning Browsers Into Buyers](https://reader038.fdocuments.in/reader038/viewer/2022110115/54c78f074a7959af108b4603/html5/thumbnails/93.jpg)
Subscription Offer A
$59 – Internet Only (68)
$125 – Internet & Print (32)Predicted Revenue – $8,012
From Predictably Irrational by Dan Ariely@rogerdooley
#ASC12 #Brainfluence
![Page 94: Brainfluence Conversion: Turning Browsers Into Buyers](https://reader038.fdocuments.in/reader038/viewer/2022110115/54c78f074a7959af108b4603/html5/thumbnails/94.jpg)
Subscription Offer B
$59 – Internet Only $125 – Print Only $125 – Internet & Print
From Predictably Irrational by Dan Ariely@rogerdooley
#ASC12 #Brainfluence
![Page 95: Brainfluence Conversion: Turning Browsers Into Buyers](https://reader038.fdocuments.in/reader038/viewer/2022110115/54c78f074a7959af108b4603/html5/thumbnails/95.jpg)
Subscription Offer B
$59 – Internet Only (16)$125 – Print Only $125 – Internet & Print (85)Predicted Revenue – $11,444
From Predictably Irrational by Dan Ariely@rogerdooley
#ASC12 #Brainfluence
![Page 96: Brainfluence Conversion: Turning Browsers Into Buyers](https://reader038.fdocuments.in/reader038/viewer/2022110115/54c78f074a7959af108b4603/html5/thumbnails/96.jpg)
Add a less attractive offer to boost sales of a similar
offer.
#8 @rogerdooley#ASC12 #Brainfluence
![Page 97: Brainfluence Conversion: Turning Browsers Into Buyers](https://reader038.fdocuments.in/reader038/viewer/2022110115/54c78f074a7959af108b4603/html5/thumbnails/97.jpg)
More Decoy Marketing
@rogerdooley#ASC12 #Brainfluence
![Page 98: Brainfluence Conversion: Turning Browsers Into Buyers](https://reader038.fdocuments.in/reader038/viewer/2022110115/54c78f074a7959af108b4603/html5/thumbnails/98.jpg)
@rogerdooley#ASC12 #Brainfluence
![Page 99: Brainfluence Conversion: Turning Browsers Into Buyers](https://reader038.fdocuments.in/reader038/viewer/2022110115/54c78f074a7959af108b4603/html5/thumbnails/99.jpg)
@rogerdooley
@rogerdooley#ASC12 #Brainfluence
![Page 100: Brainfluence Conversion: Turning Browsers Into Buyers](https://reader038.fdocuments.in/reader038/viewer/2022110115/54c78f074a7959af108b4603/html5/thumbnails/100.jpg)
Add a more expensive product to boost sales of a
lower priced one.
#9@rogerdooley
#ASC12 #Brainfluence
![Page 101: Brainfluence Conversion: Turning Browsers Into Buyers](https://reader038.fdocuments.in/reader038/viewer/2022110115/54c78f074a7959af108b4603/html5/thumbnails/101.jpg)
Simple Fonts Convince
@rogerdooley#ASC12 #Brainfluence
![Page 102: Brainfluence Conversion: Turning Browsers Into Buyers](https://reader038.fdocuments.in/reader038/viewer/2022110115/54c78f074a7959af108b4603/html5/thumbnails/102.jpg)
Simple Fonts Convince
@rogerdooley#ASC12 #Brainfluence
![Page 103: Brainfluence Conversion: Turning Browsers Into Buyers](https://reader038.fdocuments.in/reader038/viewer/2022110115/54c78f074a7959af108b4603/html5/thumbnails/103.jpg)
Simple Fonts Convince
@rogerdooley#ASC12 #Brainfluence
![Page 104: Brainfluence Conversion: Turning Browsers Into Buyers](https://reader038.fdocuments.in/reader038/viewer/2022110115/54c78f074a7959af108b4603/html5/thumbnails/104.jpg)
Use simple fonts to minimize perceived effort.
@rogerdooley#ASC12 #Brainfluence
#26
![Page 105: Brainfluence Conversion: Turning Browsers Into Buyers](https://reader038.fdocuments.in/reader038/viewer/2022110115/54c78f074a7959af108b4603/html5/thumbnails/105.jpg)
“The most important word in the vocabulary of advertising is TEST.”
-David Ogilvy
@rogerdooley#ASC12 #Brainfluence
![Page 106: Brainfluence Conversion: Turning Browsers Into Buyers](https://reader038.fdocuments.in/reader038/viewer/2022110115/54c78f074a7959af108b4603/html5/thumbnails/106.jpg)
Brainfluence Conversion: Turning
Browsers Into Buyers
Affiliate Summit Central 2012May 15, 2012
Roger Dooley Dooley Direct, LLC
NeuroscienceMarketing.comRogerDooley.com
[email protected]@rogerdooley