How to Use Neuroscience to Increase Conversions

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Create Better Tests & Hypotheses Using Applied Neuroscience

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THE BRAIN

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100 BILLION NEURONS

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MORE POSSIBLE CONNECTIONS

THAN THERE ARE ATOMS IN THE UNIVERSE

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FROM EARLY INFANCY

THE BRAIN IS A BATTLEGROUND

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THE TEENAGE BRAIN IS VICTIM OF

SHEAR MASS MURDER

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WHAT YOU ARE “EXPERIENCING” NOW

IS UP TO 15 SECONDS AGO

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BRAIN IS A CONSTANT BATTLE OF DIFFERENT “IDEAS”

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ATTENTION: The act or state of applying the

mind to something

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The brain can instantly

recognize otherwise hidden patterns

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… recognize

faces that are not there

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And yet… y

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And yet… you most likely

missed the Giant Godzilla

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Analyze Attention using Eyetracking

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“The Unexpected Visitor”

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… examine the painting freely

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… estimate the material circumstances of the family

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… assess the ages of the characters

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… determine the activities of the family prior to the visitor’s arrival

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… surmise how long the “unexpected visitor” had been away

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There is not “one truth” to how your visitors are going to look

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It depends on their internal narrative and internal goal setting

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What controls attention?

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There is “bottom up”

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Bottom-up driven attention refers to the quasi-automatic capture of spatial attention by physically conspicuous (salient) stimuli, such as

moving stimuli, and stimuli of high local luminance contrast

There is “bottom up”

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Or.. The stuff we bump into

There is “bottom up”

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Its effortless

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Its unconscious

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Its always on…

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Top-down attention mechanisms can further be broken down into ‘spatial attention’ and ‘feature-based attention’.

The former describes the ability to voluntarily focus one’s attention on a particular region in space (even without moving one’s eyes towards that location), and the latter describes the ability to focus on particular visual features of the environment, for example on a particular color or shape

There is “top down”

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Or.. The stuff we look for

There is “top down”

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Its effortfull

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Its conscious

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Its not always on…

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Either / Or

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To be fair… There is also neither

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Facial recognition, reading, symmetry etc. considered as

neither top down nor bottom up.

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You need to know what people are likely to pay attention to…

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NEUROVISION

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NEUROVISION

Bottom Up

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Predicting how popular a video will be (84%)

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Example – Where is waldo…

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”The Unexpected Visitor”

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Time to play a bit with your mind

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Create better tests & hypotheses

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Apple.com

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Apple.com

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Apple.com

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Apple.com

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Zalando.co.uk

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Zalando.co.uk

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Shop.sony.com

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Shop.sony.com

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Optimizely.com

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Optimizely.com

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Optimizely.com

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Create better tests & hypotheses Knowing what implications a

(change of) design has…

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Ganni.com

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Ganni.com

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Ganni.com

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Ganni.com

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Ganni.com

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Next webinar Emotions

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Tobii Glasses

Mounting of EEG and eye tracking equipment

Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad

GROUP 1 GROUP 2 GROUP 3

In-Store Emotions & Attention test

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CONTROL GROUP! TEST GROUP!

Tobii Glasses

Mounting of EEG and eye tracking equipment

Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad

GROUP 1 GROUP 2 GROUP 3

In-Store Emotions & Attention test

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PRODUCT FIXATION MOTIVATION SCORE

Tobii Glasses

Mounting of EEG and eye tracking equipment

Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad

GROUP 1 GROUP 2 GROUP 3

In-Store Emotions & Attention test

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Brain response predict purchase First second brain responses to products were

highly predictive of actual purchase

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THANK YOU FOR YOUR TIME!

@karstenlund [email protected]