Call it neuromarketing. Call it behavioral economics. Call it Jedi mind tricks. Whatever you call it: brain science and marketing go together. And anyone can learn how to do it. In this presentation, we’ll review the research, case studies and web marketing tactics that work with natural, human behavioral tendencies. - Herds, halos and the science of social proof - Context, contrast and color - Fear, loss and scarcity - Eye tracking, color and visual prominence - Writing copy for busy minds We'll reveal secrets of the brain, behavior and marketing on the web. If there are humans in your target audience, this presentation is for you.

1. Andy Crestodina
@crestodina
#wineweb
Neuromarketing
Wine & Web #45

2. • How to effectively use social proof:
herds, halos, and credibility on your site
• Understand the importance of context,
contrast, and color
• Use text and images in ways that aligns
with the psychology of your visitors
You’re about to learn…

3. Persuasion Research… Social Influence
Research… Cognitive Bias Research…
Social Psychology… Brain Scan Studies…
MRI Research… Non-Rational,
Unconscious Decision Making…
Sociology… Eye-Tracking Studies…
Behavioral Economics… Behavioral
Science… Brain Science… Social
Neuroscience… Neuromarketing!

4. Which sign will keep
him on the path?

5. "The vast majority of past visitors have stayed on the
established paths and trails, helping to preserve the
natural state of the Sequoias and vegetation in this park."
"Many past visitors have gone off the established paths
and trails, changing the natural state of the Sequoias and
vegetation in this park."
"Please stay on the established paths and trails, in order to
protect the Sequoias and natural vegetation in this park.”
"Please don't go off the established paths and trails, in
order to protect the Sequoias and natural vegetation in
this park.”

6. "The vast majority of past visitors have stayed on the
established paths and trails, helping to preserve the
natural state of the Sequoias and vegetation in this park."
"Many past visitors have gone off the established paths
and trails, changing the natural state of the Sequoias and
vegetation in this park."
"Please stay on the established paths and trails, in order to
protect the Sequoias and natural vegetation in this park.”
"Please don't go off the established paths and trails, in
order to protect the Sequoias and natural vegetation in
this park.”
Others’ behavior, Positive
Others’ behavior, Negative
Desired behavior, Positive
Desired behavior, Negative

7. Which sign worked?
Source: Pat Winter, PhD,

8. SOCIAL PROOF

10. “When people are free to do
as they please, they usually
imitate each other.”
Eric Hoffer
Social Philosopher

11. Endorsement from Influencer

12. Trust from Awards and Memberships

13. Testimonials = supportive evidence

14. Never make a testimonials page

15. Call to Action Conform

16. Signup Box Best Practices
1.Prominence
2.Promise
3.Proof!

17. Before…
After…

18. 1900% increase. Not bad!

19. Everybody’s doing it!

20. As seen in…

21. As seen in…

22. Social Media Widgets

23. Social Proof Can Backfire!

24. 1. Testimonials
2. Endorsements
3. Social Media Shares
4. Social Media Widgets
5. Certifications
6. Number of Happy Customers
7. “Our Most Popular” Best-seller
8. Studies and Statistics
9. Press Mentions
10. Reviews
10 Ways to Offer Proof

25. “When you say it, it’s marketing…
When they say it, it’s social proof.”

26. PRIMING

27. How to double sales…

28. source: Get closer to your customers by understanding how they make their choices

29. Priming & Anchoring

30. More is Less
+ 233% Conversion Rate
+ 40% Average Order Value
+ 366% Average Revenue / Click
All varieties…
Top seller only…
source: Adlucent
Don’t give too many options on landing pages!

31. Too Many Options
source: 5 Easy Tips to Improve Every Blog Design

32. LOSS AVERSION
& SCARCITY

36. pain of loss > pleasure of gain

40. Operators are standing by.
Please call now.
Save your data.
Tickets available now.
Buy now and save $10.
Language of Scarcity and Loss
If operators are busy,
please call again.
Don’t Lose your data.
It sold out last time.
Don’t throw away $10.

41. 1. Rebates
2. Trial Periods
3. Free Samples
4. Early Bird Registration
5. Countdown Clocks
6. Limited Supply
6 Ways to Leverage Loss/Safety
Remind readers what they’ll
miss, risk or lose by not choosing you.

43. #FOMO

44. Contrast
source: Ted.com “Nancy Duarte: The secret structure of great talks”

45. RECIPROCITY

46. “Give them what they want first…
Then they might give you what you want.”

48. Source: Groove HQ

49.  Follow blogger on Twitter
 Retweet blogger
 Favorite a tweet
 Mentioned blogger in a tweet
 Followed on Quora, Instagram, etc.
 Subscribed to blog via feed / email
Hi there! (part 1)
source: Online Networking Guide: 35 Ways to Connect With Anyone

50. Hi there! (part 2)
 Commented on their blog
 Liked bloggers comment on
G+/Disqus/Livefyre
 Added them to a G+ Circle
 +1’d bloggers content on G+
 Friend on Facebook
 Like their content on Facebook
source: Online Networking Guide: 35 Ways to Connect With Anyone

51. Hi there! (part 3)
 Invite to connect on LinkedIn
 Mention / linked to them from your
blog / website
 Email them
 Phone call / Skype / G+ Hangout
 Meet in person
 COLLABORATE!
source: Online Networking Guide: 35 Ways to Connect With Anyone

52. Hi there! (extra credit)
 Amazon review for authors
 iTunes review for podcasters
source: Online Networking Guide: 35 Ways to Connect With Anyone

53. Keep them on Twitter ‘Radar’

54. Create a ‘Watch List’ Feedly

55. Google+ Circles of Influencers

56. Cross the Streams
…the strength of weak connections!

57. First, publish…

58. Next, see who shared it…

59. 1. Publish…
2. Share here…
3. Say thanks there!

60. Source: Groove HQ

61. Your Site as a Networking Tool

62. 1. Free Download or “Value Add”
2. Holiday and Birthday Gifts
3. Influencer Marketing
4. Useful Content!
4 Ways to Leverage Reciprocity
You must first give something of value
in order to receive something in return

63. WRITING TIPS

64. List Order: Serial Position Effect
Readers have higher attention and retention
for items at the beginning and end of lists

65. Use Numbers
source: Conductor: 5 Data Insights Into the Headlines Readers Click

66. Headline Preferences by Gender

67. Source: Native Advertising Leaderboard

68. Source: the Guardian, Native Advertising Leaderboard
Odd Numbers: 20% More Clicks
• 15 Things We Did At School That Future Students Will Never
Understand
• 13 Reasons Cats Hate Christmas
• 13 Things You Didn’t Know You Needed for Game Day
• 9 Quirky Gifts for Gadget Lovers
• 13 Reasons Gamer Dads are the Best Dads

69. Format for Readers Scanners
source: 5 Easy Tips to Improve Every Blog Design

71. • Header and Subheaders
• Bullet Lists and Numbered Lists
• Bolding and Italics
• Internal Links
Types of Formatting

72. VISUAL TIPS

76. source: ”Pictorial Superiority Effect” Brain Rules, Dr. John Medina
Pictures Improve Learning
Information retention after 72 hours…
Remembered
Forgot
10% retention
without image
65% retention
with an image

77. source: Social Bakers, March 2014

78. source: Twitter Media Blog, March 2014
Percent Change in Retweets

79. What Media Are Bloggers Adding?
source: Survey of 1000+ Bloggers, Orbit Media

81. Colors, Trucks and Hegwig Von Restorff
Source: Techwys, Heatmaps for Improved Landing Page Conversion

90. We’re hardwired to look at faces
source: Batki et al, 2000

94. Action Colors & Conversions

95. Eye Tracking Studies show…

96. …you look where they look!

101. pessimist?

102. Baskerville…
“If a one kilometer asteroid had approached the
Earth on a collision course at any time in human
history before the early twenty-first century, it would
have killed at least a substantial proportion of all
humans.”
“If a one kilometer asteroid had approached the
Earth on a collision course at any time in human
history before the early twenty-first century, it
would have killed at least a substantial
proportion of all humans.”
Comic Sans…

103. Source: New York Times, Hear, All Ye People; Hearken, O Earth.
Baskerville, the most credible font

104. More Brains…
• List of Cognitive Biases (Wikipedia)
• Web Design Tips Based on Brain Science
• 15 behavioral marketing posts you shouldn’t miss
• Stanford Web Credibility Lab
• List of 81 Neuromarketing Books
Anything by…
• Robert Cialdini
• Gregory Ciotti
• Roger Dooley
• Derek Halpern

106. These might help…

107. Thank you!
Andy Crestodina
@crestodina
orbitmedia.com/blog