Webinar Online Persuasion: Insights from Neuroscience + Evidence from A/B Testing

Copyright © 2012, SiteTuners - All Rights Reserved.

Online Persuasion: Insights from Neuroscience & Evidence from A/B Testing

Tim Ash – CEO SiteTuners

Dan Siroker – CEO Optimizely


Today’s Presenters

Tim Ash CEO – SiteTuners

Dan Siroker CEO – Optimizely

#LPOwebinar

@tim_ash

@dsiroker


• 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


Part I

The Tale of the Three Brains (and which one really matters)


Meet Your Brains

Neo-cortex

Reasons

Limbic System

Feels

Brain Stem

Reacts


How the Reptilian Brain Handles Change

Is it dangerous? START

No Is it novel?

Yes

Deal with it Ignore it

No

Yes Explore it


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


Part II

The “Eyes” Have It


You Have Two Types Of Vision


Visual Attention Prediction Approaches


Eye Tracking – Record eye movement


Mouse Tracking – record mouse movement


Software Algorithm – predict eye movement


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


Part III

Trust & Social Monkey Domination


We Are Social Creatures


Are There Limits to Our “Socialness”?


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


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


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)

http://express-review.com/






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

http://www.conversionconference.com/future-now.html?ml=5&mlt=system&tmpl=component

http://www.conversionconference.com/conversion-voodoo.html?ml=5&mlt=system&tmpl=component

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http://www.conversionconference.com/user-testing.html?ml=5&mlt=system&tmpl=component

http://www.conversionconference.com/website-optimizer.html?ml=5&mlt=system&tmpl=component

http://www.conversionconference.com/brooks-bell-interactive.html?ml=5&mlt=system&tmpl=component

http://www.conversionconference.com/click-tale.html?ml=5&mlt=system&tmpl=component

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http://www.conversionconference.com/autonomy.html?ml=5&mlt=system&tmpl=component

http://www.conversionconference.com/ion-interactive.html?ml=5&mlt=system&tmpl=component

http://www.conversionconference.com/site-spect.html?ml=5&mlt=system&tmpl=component

http://www.conversionconference.com/omniture.html?ml=5&mlt=system&tmpl=component

http://www.conversionconference.com/code-baby.html?ml=5&mlt=system&tmpl=component


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


Lesson #1:

Feeding the Lizard Brain


vs.


vs.

+600% engagement


vs.


vs.

+198.6% clicks on “Basic” sign-up


vs.


vs.

+8.4% signups


vs.


vs.

+16.8% $ per visitor


vs.


vs.

+14.6% clicks


Lesson #2:

The Eyes Have It


Media

Button


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:


Button: “Sign Up”


Button: “Learn More”


Button: “Join Us Now”


Button: “Sign Up Now”


Button:

1. Sign Up

2. Learn More

3. Join Us Now

4. Sign Up Now

Media:


2. Family Image

3. Change Image

4. Barack’s Video


6. Sam’s Video

Variations:

Splash page experiment


Media: “Get Involved”


Media: “Change”


Media: “Barack’s Video”


Media: “Springfield Video”


Media: “Sam’s Video”


Button:

1. Sign Up

2. Learn More

3. Join Us Now

4. Sign Up Now

Media:


2. Family Image

3. Change Image

4. Barack’s Video


6. Sam’s Video

Variations:



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



Lesson #3:

Making the Emotional Connection


Power, leadership

Family, lovevs.


Donation button experiment

Variations


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%


vs.


vs.

+15.75% $ per visitor


vs.


vs.

+12% clicks to broadcast button


Video

Imagevs.


Lesson #4:

Start today


Everybody’s doing it.


1. Feeding the Lizard Brain

2. The Eyes Have It

3. Making the Emotional Connection

4. Start today

Lessons Learned


Webinar Online Persuasion: Insights from Neuroscience + Evidence from A/B Testing

Business

Transcript of Webinar Online Persuasion: Insights from Neuroscience + Evidence from A/B Testing