Are you making the critical mistake of using only features, benefits, and logical arguments to convince your customers to buy? If so, you are only selling to 5% of each customer’s brain!
In this webinar, Roger Dooley, author of the best-selling book Brainfluence, will show you how to use simple techniques to appeal to the 95% of your customer’s decision-making that’s driven by non-conscious processes.
You'll learn:
-How design elements can look great but cut your conversions
-Why fighting friction is the cheapest way to increase conversions
-How your web developer may be planting conversion-killing landmines you'll never notice
-How to write copy that lights up your customer's brain
...plus, much more!
5 Neuromarketing Techniques to Persuade Customers to Convert
2. 5 Neuromarketing Techniques to Persuade Customers to Convert
5 Neuromarketing Techniques to Persuade Customers to Convert
Roger Dooley
author of
Brainfluence
Thank you for joining us!
We’ll be starting in just a few minutes
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Lou Sturm
Customer Success Manager
Unbounce
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6. Stick around afterwards
See how Unbounce can help you
quickly build and publish targeted
landing pages
(without having to code)
7. 5 Neuromarketing Techniques to Persuade Customers to Convert
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Lou Sturm
Customer Success Manager
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@loutangclan
JOIN OUR
CHAT
ON
TWITTER
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8. 5 Neuromarketing Techniques to Persuade Customers to Convert
JOIN OUR
CHAT
ON
TWITTER
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Roger Dooley
author of
Brainfluence
@rogerdooley
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9. 5 Neuromarketing Techniques to Persuade Customers to Convert
5 Neuromarketing Techniques to Persuade Customers to Convert
5 Neuromarketing Techniques to
Persuade Customers to Convert
##unwebinar unwebinar @unbounce @@rogerdooley
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10. 5 Neuromarketing Techniques to Persuade Customers to Convert
5 Neuromarketing Techniques to Persuade Customers to Convert
Lots of
x
5 Neuromarketing Techniques to
Persuade Customers to Convert
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unbounce @rogerdooley
11. 5 Neuromarketing Techniques to Persuade Customers to Convert
5 Neuromarketing Techniques to Persuade Customers to Convert
Lots of
x
5 Neuromarketing Techniques to
Persuade Customers to Convert
##unwebinar unwebinar @unbounce @@rogerdooley
unbounce @rogerdooley
12. 5 Neuromarketing Techniques to Persuade Customers to Convert
5 Neuromarketing Techniques to Persuade Customers to Convert
Marketers?
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13. 5 Neuromarketing Techniques to Persuade Customers to Convert
5 Neuromarketing Techniques to Persuade Customers to Convert
Honesty & Ethics
Very High/High
• Nurses – 85%
• Engineers – 70%
• Advertising/Mktg – 11%
• Sales – 8%
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unbounce @rogerdooley
14. 5 Neuromarketing Techniques to Persuade Customers to Convert
5 Neuromarketing Techniques to Persuade Customers to Convert
CEO Trust
•CFOs – 90%
• CIOs – 90%
•CMOs – 20%
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44. 5 Neuromarketing Techniques to Persuade Customers to Convert
Fighting Gravity
“Do this for us!”
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45. 5 Neuromarketing Techniques to Persuade Customers to Convert
Fighting Gravity
From q.equinox.com
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46. 5 Neuromarketing Techniques to Persuade Customers to Convert
Work WITH Gravity
“We will help you!”
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47. 5 Neuromarketing Techniques to Persuade Customers to Convert
Work WITH Gravity
“Make
Money!”
From iwillteachyoutoberich.com
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48. 5 Neuromarketing Techniques to Persuade Customers to Convert
Nudge
Attention!
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49. 5 Neuromarketing Techniques to Persuade Customers to Convert
Nudges
Sales Call
Email Popup
Alarm
Phone Call
Sign
Call to Action
Search Ad
Banner Ad
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50. 5 Neuromarketing Techniques to Persuade Customers to Convert
Bad Nudge
From pawesome.com
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51. 5 Neuromarketing Techniques to Persuade Customers to Convert
chrisbrogan.com
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52. 5 Neuromarketing Techniques to Persuade Customers to Convert
From
chrisbrogan.com
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62. 5 Neuromarketing Techniques to Persuade Customers to Convert
95% Subconscious
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63. 5 Neuromarketing Techniques to Persuade Customers to Convert
Include BOTH Conscious and
Non-conscious motivators!
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64. 5 Neuromarketing Techniques to Persuade Customers to Convert
Conscious: Benefits
“Typical customer saves 25%.”
“Has twice the power!”
“Money-back guarantee!”
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66. 5 Neuromarketing Techniques to Persuade Customers to Convert
Gifts & Discounts
“Free 50-page ebook!”
“$10 Starbucks card if you complete the survey!”
“20% off until midnight!”
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81. 5 Neuromarketing Techniques to Persuade Customers to Convert
Show attributes you share
with your customer to
create “liking effect.”
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104. 5 Neuromarketing Techniques to Persuade Customers to Convert
Friction
Form Fields
Steps in Checkout Process
Instructions
“What am I supposed to do?”
ANYTHING in Conversion Sequence
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105. 5 Neuromarketing Techniques to Persuade Customers to Convert
High
Friction
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106. 5 Neuromarketing Techniques to Persuade Customers to Convert
Low Friction
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107. 5 Neuromarketing Techniques to Persuade Customers to Convert
High Friction
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108. 5 Neuromarketing Techniques to Persuade Customers to Convert
Near-Zero
Friction
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109. 5 Neuromarketing Techniques to Persuade Customers to Convert
Choice Architecture
Eric J. Johnson and Daniel Goldstein
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110. 5 Neuromarketing Techniques to Persuade Customers to Convert
Default Choice
Minimum Friction
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112. 5 Neuromarketing Techniques to Persuade Customers to Convert
Reducing Friction
Easy = Good
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113. 5 Neuromarketing Techniques to Persuade Customers to Convert
Confession Site
I believe God is on IRC and that I have found
him. Sometimes I sympathize with other
prophets of the past because no one believe
me and I fear it will soon be too late to save
mankind.
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114. 5 Neuromarketing Techniques to Persuade Customers to Convert
Confession Site
I believe God is on IRC and that I have found
him. Sometimes I sympathize with other
prophets of the past because no one believe
me and I fear it will soon be too late to save
mankind.
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115. 5 Neuromarketing Techniques to Persuade Customers to Convert
More “fluent” site =
More revealing posts
Drunk Tank Pink, Alter
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116. 5 Neuromarketing Techniques to Persuade Customers to Convert
Guarantee
A/B Test
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117. 5 Neuromarketing Techniques to Persuade Customers to Convert
“You may cancel at any time.”
vs.
“John, your satisfaction is fully guaranteed. If VetFriends
is not what you had in mind, feel free to cancel at any
time – we are here to serve you.”
WhichTestWon.com
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118. 5 Neuromarketing Techniques to Persuade Customers to Convert
Shorter version
+14.5%
WhichTestWon.com
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122. 5 Neuromarketing Techniques to Persuade Customers to Convert
Maximize conversion with
simple fonts, short text, &
easy-to-read design.
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123. 5 Neuromarketing Techniques to Persuade Customers to Convert
User Experience
Friction
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124. 5 Neuromarketing Techniques to Persuade Customers to Convert
Disabled Autofill
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125. 5 Neuromarketing Techniques to Persuade Customers to Convert
“Autocomplete
tags reduce
friction!”
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126. 5 Neuromarketing Techniques to Persuade Customers to Convert
Super-strong Passwords
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127. 5 Neuromarketing Techniques to Persuade Customers to Convert
Surprise Requirements
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128. 5 Neuromarketing Techniques to Persuade Customers to Convert
Quick Auto Logouts
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129. 5 Neuromarketing Techniques to Persuade Customers to Convert
Ugly/Scary Errors
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130. 5 Neuromarketing Techniques to Persuade Customers to Convert
Disappearing Form Data
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131. 5 Neuromarketing Techniques to Persuade Customers to Convert
Dumb Reply Addresses
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132. 5 Neuromarketing Techniques to Persuade Customers to Convert
Landing Page Maxim:
If it’s not motivation,
it’s friction!
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133. 5 Neuromarketing Techniques to Persuade Customers to Convert
Build Your Slide!
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134. 5 Neuromarketing Techniques to Persuade Customers to Convert
Align with Gravity
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135. 5 Neuromarketing Techniques to Persuade Customers to Convert
First a Nudge
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136. 5 Neuromarketing Techniques to Persuade Customers to Convert
Maximize Angle/Motivation
Conscious
&
Non-conscious
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137. 5 Neuromarketing Techniques to Persuade Customers to Convert
Non-conscious:
almost always
costs less!
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138. 5 Neuromarketing Techniques to Persuade Customers to Convert
Minimize Friction
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139. 5 Neuromarketing Techniques to Persuade Customers to Convert
Minimizing friction almost
always costs less than
increasing motivation!
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140. 5 Neuromarketing Techniques to Persuade Customers to Convert
If you remember just
one thing from
today…
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141. 5 Neuromarketing Techniques to Persuade Customers to Convert
Change is constant and
accelerating…
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142. 5 Neuromarketing Techniques to Persuade Customers to Convert
Communication
Huge Change in 50 Years
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143. 5 Neuromarketing Techniques to Persuade Customers to Convert
Media
Huge Change in 50 Years
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144. 5 Neuromarketing Techniques to Persuade Customers to Convert
Mobile!
Social
Media!
Big Data!
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145. 5 Neuromarketing Techniques to Persuade Customers to Convert
Our Brains
NO Change in 50,000 Years!
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146. 5 Neuromarketing Techniques to Persuade Customers to Convert
Make your landing pages
work with the way your
visitor’s brain is wired!
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