Neuromarketing Meets Conversion Optimization. Brainy Profit Boosters

Tweet this: @rogerdooley @chrisgoward #NeuroCRO

Neuromarketing Meets Conversion Optimization:

Brainy Profit Boosters

Chris Goward Founder & CEO WiderFunnel

@chrisgoward

Roger Dooley Author Brainfluence

@rogerdooley

Before we get started. . .

• This presentation deck will be available to you after the webinar

• Use Questions Pane with questions or comments in real time

Free Offer!

• Custom Web Page Evaluation

Find out how to qualify at the end Type question here

• Developed WiderFunnel’s processes, including the LIFT Model™ & Kaizen

• Conversion rate lift of 10% to 750% for every multi-test client

• In demand as a speaker

• Author of “You Should Test That!”

Get a free chapter at: YouShouldTestThat.com

Chris Goward Founder & CEO WiderFunnel @chrisgoward

Chris Goward, Founder & CEO

• We dramatically lift our clients’ profits with scientific marketing

• Conversion Rate Optimization

– Strategy, design, copywriting & testing

– Landing Page Optimization

• Advanced optimization for high traffic businesses

The Conversion Optimization Agency

Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan

WiderFunnel’s Testing Expertise

• Author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing

• Founder, Dooley Direct LLC

• International keynote speaker

Roger Dooley Author Brainfluence @rogerdooley

Roger Dooley, Author of Brainfluence

2004: NeuroscienceMarketing.com 2005: Blog: Neuromarketing

Honesty & Ethics Very High/High

•Nurses – 85%

•Engineers – 70%

•Advertising – 11%

•Sales – 8%

CEO Trust

•CFOs – 90%

•CIOs – 90%

•CMOs – 20%

Most Marketing & Sales

Money Is Wasted.

95% of New Products

98% of Direct Mail

98% of Web Visitors

CEO Consumer

Iceberg: 88% Hidden

(Lakoff & Johnson)

Mind: 95% Subconscious

Today’s Objective:

Help you cut marketing waste –

even a little!

Neuromarketing insights

+ Real-world testing

Your Logo

Control

Challenger

Neuromarketing sits here

Conversion Optimization

Conversion Optimization works, if you do it right…

Good News:

Average Conversion Rate Lift

Ecommerce 23.1%

Lead Gen 49.0%

*WiderFunnel average results 2007-2012

Conversion Optimization Works

Over-emphasis on security creates anxiety

Does this create trust?

What small change did this?

•Fair Price – Up 7%

•Caring – Up 11%

•Fair Treatment – Up 20%

•Quality – Up 30%

•Competency – Up 33%

“You can trust us to do

the job for you.”

Scarcity

Photo via Doniv.org

Scarcity + Social Proof!

Creating Scarcity

Use SCARCITY to make your offer more

attractive.

Scarcity on Steroids

Amp up SCARCITY EFFECT by showing decreasing

availability.

Situation Millions of daily emails to opt-in list Highly optimized, but hit a plateau

The Goal More e-commerce revenue

A B vs.

Which Test Challenger Won?

5% Conversion Rate Lift

41% Revenue/Visitor Lift

Controlled Test Result

A B vs.

Which New Test Challenger Won?

Conversion Rate Lift over “Countdown” Version

“The most serious mistakes are not being made as a result of wrong answers. The truly dangerous thing is asking the wrong question.” —Peter Drucker

Knowing what to test: Using the LIFT Model™

(Note: For more, search “WiderFunnel Lift”)

Relevance Clarity

Anxiety Distraction

Urgency

Situation Competitive search keywords “Human Growth Hormone”

Shoppers worried about product efficacy & FUD

The Goal More e-commerce revenue

Relevance: No “HGH Supplement Spray” in headline.

Clarity: Multiple competing headlines.

Clarity: Buy Button does not look like a button.

Distraction: Multiple nav bars push content down

Clarity: Copy on dark background under-performs.

Clarity: Inconsistent link treatment

Anxiety: Security indicators too prominent

Distraction: Duplicate information

Clarity: Money-back guarantee given low prominence

Value Proposition: No clear value positioning

LIFT Analysis

Which Landing Page Won?

49% Sales Lift

Selling to Guys?

Evolutionary Psychology

“fitness” “fitness”

Impatient & Short Term Emphasis

-Margo Wilson and Martin Daly

Attractive Photo = -4% Loan Interest Rate

Marianne Bertrand et al, 2005

Convert more men with “mating triggers.”

Situation Hair restoration services, focused on direct response

PPC landing page tested & tuned – had hit a plateau

The Goal More lead gen form fills

Which Paid Search Landing Page Won?

20% Conversion Rate Lift

Truth: Sex Is Distracting

200% That’s what a structured testing process is worth.

Tweet this: @rogerdooley @chrisgoward #NeuroCRO No Yes

Source: eConsultancy Conversion Rate Optimization Report 2011

Does your organization have a structured approach to improving conversion rates?

Discovery

Opportunities 1.1 Cluster 1.2 Isolation 1.3 Isolation

2.1 Isolation 2.2 Isolation 2.3 Cluster

3.1 Isolation

3.2 Isolation

LIFT Page 3

4.1 Isolation 4.2 Cluster 4.3 Isolation

Insight Flow

, etc.

Phase 1 Conversion Optimization Strategy

Phase 2 LIFT™ Analyses and Testing

The Structured Process

Heuristics

Web Analytics

Voice of Customer

Research

PIE Framework

Kaizen Plan

More Tests Run =

Nothing Beats Testing Experience

Interested in a Free Conversion Page Evaluation? • 10 time slots are available for attendees

• Scheduled on a first-come, first-served basis

To Qualify:

1. Tell us the URL of the web page you’d like evaluated

2. Minimum 30,000 unique visitors per month

3. Email: Hello@widerfunnel.com

Free Offer: Custom Page Evaluation

Chris Goward @chrisgoward

Chris.Goward@WiderFunnel.com

WiderFunnel.com

Linkedin.com/in/cgoward

RogerD@DooleyDirect.com

RogerDooley.com

Linkedin.com/in/dooley

Roger Dooley @rogerdooley

Questions?

Neuromarketing Meets Conversion Optimization. Brainy Profit Boosters

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