Brain Studies & Conversion Yulia V Smirnova Site Experience Manager @ Walmart.com US http:// www.linkedin.com/in/ysmirnova Blog: www.memesponge.com @memesponge Aug 25, 2012
Brain Studies and Conversion
Dec 15, 2014
Yulia V Smirnova speech on Aug 25, 2012, Sao Paulo, eCommerce Brazil 2012 @2pm.
Site experience is all about facilitating the right environment to bring to attention what shoppers came for, keep it focused for some time to solidify the decision and bring them back to repeat the same actions.
http://www.memesponge.com/2012/09/brain-studies-behind-conversion-behavior/
Site experience is all about facilitating the right environment to bring to attention what shoppers came for, keep it focused for some time to solidify the decision and bring them back to repeat the same actions.
http://www.memesponge.com/2012/09/brain-studies-behind-conversion-behavior/
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Transcript
Brain Studies & Conversion
Yulia V SmirnovaSite Experience Manager @ Walmart.com US
http://www.linkedin.com/in/ysmirnovaBlog: www.memesponge.com @memesponge
Aug 25, 2012
Brain Studies & Conversion
Attention
= mental $$$
Attention
drives any
human action
David Copperfield Magician
Source: Google image, YouTube
①Control the Stage Experience
②Sprinkle Dopamine into Site Experience
③Pump up Oxytocin into Shopping Experience
3 ways to Manage Attention
Be a magician
Take shoppers attention where you want it to go
Control the Stage Experience
Decision Making in a Human Brain
Source: David Rock, Your Brain at Work
Decision Stage in a Human Brain NOT XXXL size
Decision Stage in a Human Brain Likely xs size
Control the Stage Experience
Reduce Functionality
Control the Stage Experience
Reduce Functionality
Control the Stage Experience
Limit & Guide Implicitly
Source: Dan Lockton, Design with Intent, Perception Lens
Control the Stage Experience
Simplify, Automate, Integrate
Control the Stage Experience
Do the AUDITION for THEM
Source: Holly Carrington , IRCE 2102
Be a magician
Reduce, simplify, guide implicitly
Do the work for them
Control the Stage Experience
Source: Google image
Organic chemical in human brain springs our thoughts and muscles in action, helps to focus attention
Sprinkle Dopamine into Site Experience
Source: Google
Sprinkle Dopamine into Site Experience
Source: my Facebook feed
Sprinkle Dopamine into Site Experience
Source: my Facebook feed
Sprinkle Dopamine into Site Experience
Novelty, Surprise, Humor
Source: Etsy.com
Sprinkle Dopamine into Site Experience
Novelty, Surprise, Humor
Sprinkle Dopamine into Site Experience
Novelty, Surprise, Humor
Novelty, surprise, humor activate dopamine
Dopamine re-focuses attention
It feels like a reward
Sometimes, it’s addictive
Sprinkle Dopamine into Site Experience
Source: Daniel Amen, Your Brain in Love
Pump Up Oxytocin into Shopping Experience
Organic chemical in human brain triggers bonding, attachment, also
known as a “Love hormone”
Pump Up Oxytocin into Shopping Experience
Source: Daniel Amen, Your Brain in Love
Pump Up Oxytocin into Shopping Experience
HUMANIZE
“Your shopping cart is so needy….”
Pump Up Oxytocin into Shopping Experience
HUMANIZE
Pump Up Oxytocin into Shopping Experience
HUMANIZE
Pump Up Oxytocin into Shopping Experience
HUMANIZE
Source: TeaCollection.com
Integrating social, humanizing shopping xp activates oxytocin
Oxytocin drives repeat visits
Repeat visits reinforce focused attention now or later
Eventually, they convert & bring entire village with them
Pump Up Oxytocin into Shopping Experience
① Control the Stage Experience
② Sprinkle Dopamine into Site
Experience
③ Pump up Oxytocin into Shopping Experience
3 ways to Manage Attention
2. Surprise me
3. Be human
1. Make
it easy
3 ways to Manage Attention
① Attention = intention ② Focused attention =
action③ Repeat focused attention =
retention
Attention is more than $$
Yulia V Smirnova http://www.linkedin.com/in/ysmirnovaBlog: www.memesponge.com @[email protected]
Muita Obrigada
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